WISE Coach

Liz Mercer

VP of Sales & Marketing, Judd's Hill Winery and WISE Coach & Content Developer

Liz Mercer grew up in the Napa Valley, which instilled a deep respect for the culture and lifestyle of wine and the industry supporting it. She left the area to attend Northwood University in Michigan, where she studied Finance & Business Management. She joined the wine industry in the tasting room at Sterling Vineyards in 1999. Shortly thereafter, she was drawn into direct to consumer sales via wine clubs and e-commerce at Mumm Napa, where she led a team to rebrand the wine club, establishing it as one of the largest wine clubs in the country. Nearly six years with Gallo DTC leadership included a stint on the Central Coast of California. She returned to the Napa Valley, and spent time at Round Pond Estate and Bluxome Street Winery in San Francisco.

Liz earned her Masters of Professional Studies in Food Business from the Culinary Institute of America. She now consults with a number of wineries on developing brand loyalty through DTC marketing, and is also the VP of Sales & Marketing at Judd’s Hill in the Napa Valley. Liz witnessed the landscape of direct-to-consumer sales environment change drastically over the last 20+ years as the industry has matured, and is excited to be a part of developing the next generation of direct marketers.