Marketing and Insights Director
Primary Responsibilities:
- Set strategy, direction and oversee the execution of marketing plans in alignment with the OWB strategic plan.
- Define and gather insights that drive marketing decisions as well as establish key performance indicators for all OWB programs.
- Identify trends in grape growing, winemaking, and consumer patterns, habits, and attitudes.
- Work in collaboration with Marketing Committee co-chairs and members to develop marketing strategies, tactics and quantifiable performance indicators to measure success.
- Support international marketing activities in collaboration with the International Marketing and Export Committee to promote and grow the Oregon Wine brand internationally.
- Collaborate in partnership with state organizations, such as Travel Oregon as well as regional tourism and AVA associations, to leverage resources in support of OWB’s brand messaging.
Bio:
Carissa grew up in the wine and hospitality industry. Her family owned a wine bar and fine dining restaurant for over 40 years. Professionally, Carissa has 15 years of wine industry experience focused on brand storytelling, marketing and business strategy. She has a uniquely diverse background across all sides of the wine industry having worked for suppliers, distributors and as a buyer, as well as on both the wholesale and direct-to-consumer sides of the business. Most recently, Carissa led the development efforts for one of Oregon’s largest wineries, successfully overseeing the opening of four new tasting rooms. Prior to that, she managed trade marketing for the world’s largest wine supplier and owned a restaurant which she sold in 2019.
Carissa earned her Bachelor of Arts degree in Journalism with an emphasis in Advertising from the University of Nevada, Reno. Her love of Oregon Pinot Noir inspired her to move to Oregon and she immediately fell in love with the Pacific Northwest. When she’s not working, Carissa likes spending time with her family and friends, hiking, cooking, going out to dinner and enjoying a glass of Oregon wine.
