Meet the Team
From marketing to brand development, content creation, marketing, sales and client management - the skills of the Craft Alliance Co. are diverse, rich and always expanding.
Dean Mitchell
Founder - Sales Director
With more than 20 years’ direct experience in the WA wine industry, Dean is one of the state’s most knowledgeable and respected sales strategists. One of the youngest ever state managers for revered distribution company Samuel Smith & Son, Dean has excelled in ensuring sales of multiple brands from around the globe are optimized within the WA market.
His career has also seen him delve into the export market, with a strong focus on Indonesia and China, and he has also managed warehousing, marketing, administration and strategy for hundreds of wine brands across WA and Australia.
Lauren Cooper
Founder - Marketing Director
Lauren is a true connoisseur of both sales and marketing, having worked as an account manager for Samuel Smith & Son, Negociants Australia and Vincor Australia, and as a practiced professional in brand planning, development and execution.
Having completed a Diploma of Marketing at Curtin University, Lauren is adept at all stages of the brand lifestyle, from planning and initial design, through to production, marketing and sales execution, and has an innate understanding of how a brand can be optimised to ensure diversity, balance and profitability.
Genevieve Howe
Public Relations
Genevieve is a senior communications specialist who finds strategic ways to tell stories, engage stakeholders, navigate issues, and create compelling and engaging content. Previously working in a PR agency, Genevieve has a sound understanding of the mainstream and industry media environment, and a holistic approach to communications for clients.
She is a strong writer, and her diverse skill set is best put to use for strategy development, content development, stakeholder engagement, media relations and project management. In 2020 she was recognised by the Public Relations Institute of Australia at its national awards as Highly Commended in the Emerging Leaders category and was a national finalist for this award at the 2020 Mumbrella awards.
Kirsty Potter
Sales Western Australia
Kirsty’s wine journey began in Glasgow, Scotland, working for a family-owned importer and distributor of wines from around the world. Since then, her passion and dedication have taken her across the globe, collaborating with wineries and managing sales, distribution, and import/export in both the Australian and UK wine markets.
With extensive experience at respected companies such as Samuel Smith & Son and Negociants Australia, Kirsty has developed strong, lasting relationships within the wine trade. Her refined palate is backed by the WSET Diploma and completion of the first year of the prestigious Master of Wine program. In 2012, she was honoured with the Negociants Working with Wine Fellowship, recognizing her outstanding contribution to the industry.
Outside of her busy wine career, Kirsty is an avid and highly talented jeweller—finding creative expression and joy in crafting beautiful pieces whenever her schedule allows.
Caitlin Wells and Penny Woods
Social Media - Visuals
Caitlin & Penny, are stylists and creative individuals, together dedicated to helping brands improve their online presence by creating visually appealing and engaging social media content, websites, and branding. Their passion lies in offering a platform for business owners to showcase their businesses proudly to the world to guide the positive results that a business can achieve when visual elements resonate with the target audience, and branding remains consistent across all platforms.
At Craft Alliance, the girls collaborate with winery clients to enhance visuals, strengthen brand identity, build trust with the ideal customer, and elevate brand recognition. Managing content creation, style and design, she guides businesses on refining their branding, enhancing visual aspects, and achieving success online.
Louise Draydon
Sales Western Australia
Louise is an experienced wine professional based in Western Australia, with over a decade of industry experience working alongside some of the region’s most respected brands. Her career includes roles with Dan Murphy’s, Vasse Felix, and Dave Mullen Wine Agency, and she recently completed her WSET Level 2 certification, further cementing her deep knowledge and commitment to the trade.
With a background spanning sales, marketing, and executive support, Louise brings a well-rounded and strategic approach to her work—combining commercial acumen with a genuine passion for wine and building strong industry relationships.
Justin Mears
Sales New South Wales and Victoria
In 2024, Justin Mears leads the expansion of our presence in New South Wales, working closely with both customers and winery partners to deliver memorable wine selections and tailored experiences.
With over 20 years of experience in wine sales, Justin has worked with some of the industry’s most recognised names, including Accolade Wines, where he developed a deep understanding of brand positioning and customer engagement in competitive markets. He also brings a strong background in viticulture and oenology and holds a WSET Level 2 certification.
Well known for his ability to build lasting client relationships, Justin brings a personal passion for wine education and regularly hosts tastings to share the stories behind the wines. On weekends, you’ll often find Justin at the beach, enjoying time with his fur baby Leo and Kelly.
Sarah James-Martin
Sales Western Australia South West
In 2023, Sarah James Martin joined the Craft Alliance Co team, bringing with her a dynamic blend of experience, creativity, and deep industry knowledge. With more than 20 years in the wine trade, Sarah has worked across sales, marketing, and brand development roles with her own small wine brand Wines of Merritt.
Known for her approachable style and strong customer relationships, Sarah is passionate about connecting people with wines that tell a story. She holds WSET qualification and has a talent for uncovering unique opportunities for our winery partners in the South West market.
Beyond wine, Sarah is also a qualified gin distiller, bringing an extra layer of craft spirit know-how to the team. On weekends, you’ll often find her cheering from the sidelines at her kids' soccer matches, enjoying the balance of family, flavour, and the fast-paced world of wine.
Kelly Mouna
Sales New South Wales and Victoria
Craft Alliance Co is proud to have Kelly Mouna join our growing team in 2024, bringing a wealth of expertise and a proven track record in on-premise wine sales and account management.
With over 20 years of industry experience, Kelly has worked with some of Australia’s most respected wine companies, including Riedel Australia, Negociants, and Samuel Smith & Son. Her extensive background has shaped a deep understanding of premium wine service, brand representation, and the unique needs of the hospitality sector.
Kelly is highly regarded for her strategic approach to account management, strong industry relationships, and her ability to connect venues with wines that elevate their offering. She brings energy, professionalism, and a true passion for premium wine, making her a key asset to our team in New South Wales.
Whether it's building tailored wine lists, hosting tastings, or supporting brand growth, Kelly is committed to delivering outstanding results for both our winery partners and trade customers.
Caroline Noakes
Chief Accounts Officer Western Australia
Craft Alliance Co is proud to welcome Caroline Noakes as Chief Accounts Officer in 2024. With over 15 years of leadership experience across the wine, beverage, and premium FMCG sectors, Caroline brings a wealth of expertise in account management, systems implementation, and operational efficiencies.
Recognised for her collaborative and cool-natured style and strong focus on organisation and accountability, Caroline is a welcome addition to the team—driving efficiencies, strengthening partnerships, and supporting long-term business growth.
At Craft Alliance Co, she leads our accounts department in Western Australia, overseeing financial operations and ensuring the delivery of accurate, efficient, and transparent account management. Caroline’s commitment to authenticity, attention to detail, and deep understanding of industry dynamics make her an invaluable member of our leadership team.
On weekends, you’ll find Caroline helping around her extensive dairy farm and chasing her children around the football field.
Sam
Graphic Design Western Australia
Samantha’s exceptional attention to detail shines through in every project she takes on. A gifted creative, she effortlessly blends colors, fonts, and imagery to craft visually stunning websites and graphic designs that captivate audiences. We love her sharp eye for aesthetics, and she joins us in the office each week to deliver work that consistently impresses.
A gentle soul with an elegant touch and thoughtful approach, Samantha truly stands out as a master of her craft.
