Custom Marketing for Today's Wineries
The adage, “When in Rome, do as the Romans do,” describes the philosophy Karen Childers brought to Napa Valley a decade ago. Upon arriving in Wine Country, Karen immediately embraced its wine and food culture. And she quickly discovered two new passions.
Inspired by her surroundings, Karen became immersed in positions with wineries, participation in wine events and enrollment in a multitude of wine classes. Much to her husband's surprise, Karen also became an adventuresome cook and began turning out tempting Wine Country cuisine.
Throughout her twenty-year career, Karen has been involved exclusively in the marketing field. The professional skills honed as a director with FedEx Freight transferred well to the wine industry, where she has held marketing positions for over nine years.
In the consumer environment, Karen has directed multichannel retail wine programs. She was responsible for brand strategy development and implementation, creative marketing and customer relationship management. Karen also headed an acclaimed hospitality program and managed e-commerce initiatives and wine club programs. Her efforts propelled the winery’s retail direct segment to new levels, more than doubling the sales revenue to over two million dollars.
On the wholesale side, Karen has managed global distributor and broker networks. She developed distributor programming and managed sales operations for the wholesale channel. Further responsibilities included media communications, promotions and marketing collateral. With her marketing focus, sales in the brand’s largest market, California, increased by 70%.
A native of Pittsburgh, PA, Karen graduated magna cum laude with a B.S. degree in Business Administration and Marketing from Duquesne University. She also attended MIT’s executive program and has completed numerous professional development courses. At Napa Valley College, Karen is a graduate of the Vineyard and Winery Technology program, with a concentration in Wine Sales and Marketing.
"Karen is very knowledgeable in building the direct-to-consumer segment and overseeing customer service, which is critical to retaining long-term patrons. Anyone who has a chance to work with her will be getting a very talented resource."
Cyril Chappellet, Chappellet Vineyard & Winery
"Karen took our winery to a whole new level."
Karen Altamura, Altamura Vineyards & Winery
"I truly appreciate Karen's solutions-oriented approach. Her ability to partner with others to achieve success translates into positive results for both parties."
Sally Campbell, New Vine Logistics
When not engaged in the world of wine, Karen can be found hiking and skiing in the mountains. An enthusiastic international traveler, she hopes to someday fully master one of the foreign languages she avidly studies. At home in Napa, Karen and her husband Steve are often found tending their small vineyard. When asked to name her favorite experience, Karen can’t choose: perhaps enjoying a glass of wine during a Napa Valley sunset, or sipping a crisp German Pilsner after a day’s hike in the Alps. When in Rome….