Joe Waechter was named CEO in March of 2010. Joe’s background in logistics, fulfillment and business management is extensive. Prior to joining WineDirect, he held positions as President and CEO of DHL Worldwide Express and Managing Director of California Pacific Capital, a San Francisco-based investor in early stage companies. During his 18 year tenure at DHL, he is credited with the company’s growth and expansion as it transitioned from a virtually unknown company into one of the world’s largest logistic companies. He was also President and CEO of Air Micronesia, Chairman of United Micronesia Development Company and Chairman of Danao International.
During his time at WineDirect, Joe has transformed our business into a leading provider of integrated direct sales technology and services for the wine industry.
Joe’s vision for WineDirect is to fully support wineries in all aspects of direct to consumer sales, with a comprehensive product and service offering designed to help customers achieve success in the direct sales channel. He strives to build an aspirational culture with visions of becoming not only the best company in our category, but the most unique in our passion for serving our clients.View articles by Joe
John brings to WineDirect extensive experience in both the wine industry and the technology sector. He has a keen understanding of our clients’ financial structures and varying business models, and is invaluable in our work to promote their financial health and growth.
Prior to joining WineDirect, John spent 12 years as Senior VP of Finance and Human Resources at WX Brands – formerly Winery Exchange – a premier supplier of national and exclusive alcohol beverage brands. He simultaneously served as SVP of Operations and Technology in WX’s TradePulse business unit.
Before working in the wine industry, John’s career began at Accenture (formerly Andersen Consulting), where he was a Consulting Manager within the company’s Financial Services practice. He then spent three years in banking and was subsequently critical in the growth of emerging database startup, Sybase, heading information technology and becoming the company’s first Chief Information Officer (CIO). Before joining the ranks at WX, John spent more than a decade as VP of Client Services overseeing technology and operations with Instill Corporation, a supply chain reporting company in the foodservice industry.
Devin’s career began as a software engineer after earning his degree from Vanderbilt University. He has since managed and worked with technical teams across a diverse set of industries for more than two decades, with 10 years leading software engineering teams, specifically. Devin made his way to California in 2014. As an engineering leader, he played an invaluable role in the growth of multiple startups during their Series A and Series B financing rounds.
Devin joined WineDirect as VP of Product in early 2018. He brings to the table not only engineering expertise, but experience building cross-functional organizations equipped to solve complicated technical problems, maintain a culture of innovation and empathy – for both employees and customers – and leverage data to inform decisions.
Devin lives in the East Bay Area with his wife and two children. He spends his spare time hiking in Bay Area parks and watching the Tennessee Titans during football season.View articles by Devin
A San Francisco Bay Area native with over 20 years’ experience in sales, Jena leads the WineDirect customer success team.
She has won multiple national awards for sales performance in the skin care and aesthetics industries. With a passion for wine, especially sparkling, Jena brings best practices to direct-to-consumer sales. Jena loves sports and was a professional cheerleader for the Oakland Raiders.
An expert in the wine industry, Jim leads WineDirect's sales and marketing teams.
Jim has more than 15 years business-to-business sales and sales management experience in software-as-a-service (SaaS) and logistics. Before joining WineDirect, Jim held positions with ShipCompliant and FedEx Services. At FedEx, he was Subject Matter Expert in field sales and earned recognition as a top performer and leader (President’s Club and Five Star). He also created the landmark affinity relationship between the Wine Institute and FedEx. Jim was responsible for sales at ShipCompliant, a leading regulatory compliance SaaS provider. He played an integral part during the early years of their explosive growth.
Jim and his family live in Napa. He loves being a dad and all things outdoors.View articles by Jim
An expert in beverage alcohol law, Matt manages WineDirect’s business and operational legal matters, provides the company with regulatory counsel and manages human resources. In addition, he acts as liaison to the Wine Institute and the National Conference of State Liquor Administrators (NCSLA).
Prior to joining WineDirect in 2007, Matt spent thirteen years as a winery General Manager on the Central Coast, including ten years at Presidio Vineyard and Winery in Lompoc, CA. During this time he oversaw all administrative, financial and compliance operations, including applying for and maintaining all federal and state licenses. As a result, Matt has a deep and practical understanding of the legal and compliance challenges wineries face when selling direct-to-consumer.
Matt holds a JD from the University of Oregon and has been a member of the State Bar of California since 1992.View articles by Matthew
David is a wine industry veteran of 25 years. His extensive DTC fulfillment background includes experience with major California fulfillment houses along with his own company, Denningmann Wine Group. After earning his Master of Business Administration from Golden Gate University, David launched his business on California’s central coast in 2002 to provide consulting and management of consumer direct strategies for wineries, retailers, marketing agents, warehouse and fulfillment companies. Simultaneously, he led business development for Copper Peak Logistics’ central coast location until joining WineDirect in 2013.
David was integral in spearheading WineDirect’s expansion on the central coast. Today, he directs operations for our four U.S. fulfillment houses in Napa, Paso Robles, Santa Maria and Ohio. David’s keen sense for analyzing business operations and identifying customer needs brings immense value to WineDirect, allowing us to align business objectives with our direct-to-consumer clients’ needs. He considers himself a lifelong student of the wine business – whether the subject is compliance, innovative technology, a new wine blend or a conversation with a client.View articles by David
Adrienne is the Director of Marketing at WineDirect where she oversees all aspects of marketing and communications. With a passion for wine and technology, she loves helping wineries leverage digital tools to succeed with direct to consumer sales.
In her current role, Adrienne spends much of her time researching industry trends and best practices, from wine clubs to email marketing, hospitality, online sales and events. She is the driving force behind WineDirect’s 2019 Direct-to-Consumer Sales Report based on transactional data from over 1,200 wineries in 3 countries.
Adrienne is a Certified Sommelier and a graduate of Barnard College and the Wine & Beverage program at the Culinary Institute of America. In her spare time, she authored the book “Where Bartenders Drink” a global guide to the world’s best bars (Phaidon, 2017). A New York City native, she lives in Napa Valley with her husband and their dog.View articles by Adrienne
Jan’s experience developing business tools and his passion for cultivating the success of technology teams is highly impactful as he leads WineDirect’s product design and strategy. With our clients’ needs in mind, he oversees our product roadmap and ensures that wineries are well-equipped with tools that enable them to deliver engaging experiences and manage day-to-day operations smoothly and efficiently.
Jan brings with him two decades of product management, strategic operations, and executive leadership experience, having worked with start-ups to Fortune 100 companies. His extensive software background enables him to meet challenges with creativity and an unrelenting focus on delivering customer value.
Jan plays guitar in a band, is constantly exploring new wines, and enjoys time with his family.
An accomplished product team leader, Raphael has more than 25 years of experience in software and information technology (IT). He is adept at compiling and analyzing input from various sources such as end users and internal and external stakeholders, then evaluating it to provide expert IT recommendations. His ability to develop strategy, roadmap and vision for our fulfillment team’s IT operations is critical to WineDirect’s success in our fulfillment division.
Raphael earned his Bachelor’s degree in computer science and physics from the University of California at Santa Cruz. Prior to transitioning into the software industry to focus on quality and usability of IT systems, his physics background included work on the detection of Lepton flavor change in the ZEUS detector at the HERA collider.
Raphael’s hobbies include seeing live music and enjoying water sports and activities.
Sally found her way to the west coast from New York City in 2004, and soon became immersed in the wine industry. Serving as President of Direct-to-Consumer for Francis Ford Coppola Winery, she led the growth of two wineries, four restaurants and ecommerce businesses, and headed up DTC Marketing and complex hospitality operations. After seven successful years, Sally launched Inner Compass Consulting, dedicated to unlocking the potential of family-owned and founder-led wine companies. Her business soon transformed into organizational development. Teaching and training teams to care about their customers—and creating systems to support them—has been the continuous thread throughout her career, including her work in the fashion industry in New York City and project managing in a design/build firm in Berkeley.
As a frequent public speaker, adjunct faculty for Santa Rosa Junior College, member of the Leadership Santa Rosa steering committee, and a published author, Sally is proud to contribute to the community in meaningful ways.
Debi has implemented organizational strategy and structure for businesses ranging from large, publicly traded companies to startups over the course of her 20-year career in Human Resource Management. With a passion for identifying and enhancing organizational effectiveness, her expertise informs both WineDirect’s culture and our work to foster strong relationships with our winery clients.
Debi holds a Bachelor’s Degree in HR Management from Dominican University and an MBA with an Organizational Development focus from San Francisco State University. Having launched her HR career with BioMarin Phamaceutical, she later managed HR for ABC, Disney in San Francisco and has played instrumental roles with Birkenstock, Thermo Fisher Scientific and more.
One of Debi’s greatest professional accomplishments to date is launching a project for United Way of the Bay Area in which participants linked hands across the Golden Gate Bridge as a show of awareness for non-profit organizations across the Bay Area. A Sonoma County area native, Debi enjoys spending time with her family, travel and art.