Kelly Keller

Customer Loyalty, Membership & DTC Operations Leader with 20+ years of experience driving retention, consumer engagement, and operational performance for premium wine brands. Established wine clubs, launched direct-to-consumer programs, implemented CRM workflows, developed customer communication strategies, directed luxury consumer experiences, and created operational processes that support long-term loyalty, operational efficiency, and sustainable growth. Recognized for combining relationship-driven leadership with strong operational execution, data-informed decision making, and a deep understanding of luxury consumers.

Experienced with Commerce7, WineDirect, ShipCompliant, customer lifecycle management, reporting and analytics, fulfillment operations, budgeting, and cross-functional collaboration.

Founder - WINE & WANDER

(2020-01)

Private Client Sommelier & Wine Consultant

• Provided private wine consulting, cellar guidance, educational seminars, and curated tasting experiences for individual clients, corporate groups, and special events.
• Designed and hosted customized wine experiences that strengthened client relationships, encouraged referrals, and supported repeat business.
• Managed event logistics, vendor partnerships, client communications, budgeting, and program execution from concept through delivery.
• Earned repeat business and referrals through personalized service, wine expertise, and long-term client relationship management.

Membership, DTC Operations & Brand Leadership - ROBERT YOUNG ESTATE WINERY

(2001-01 - 2020-12)

• Established and launched the winery's original wine club program, creating membership structures, customer communication strategies, retention initiatives, and service standards.
• Developed and implemented CRM systems, operational workflows, customer databases, and reporting processes.
• Directed member events, VIP experiences, release celebrations, hospitality programs, and consumer engagement initiatives.
• Authored newsletters, promotional campaigns, educational materials, tasting content, and branded collateral.
• Managed shipping coordination, inventory support, fulfillment operations, and administrative systems.
• Developed policies and procedures that remain foundational to winery operations.
• Developed and managed relationships with collectors, club members, trade partners, media, and VIP clients, strengthening loyalty, retention, and lifetime customer value.
• Represented the winery at industry events, charity galas, trade tastings, and promotional activities.

Brand Representative & Consumer Engagement - GRAND CRU CUSTOM CRUSH

(2022-03 - 2023-04)

• Represented more than twenty premium wine brands, adapting communications and customer engagement strategies to each producer.
• Maintained CRM systems, customer records, and retention-focused follow-up programs.
• Strengthened customer engagement through relationship-driven sales, education, and personalized experiences.
• Collaborated with winery owners, DTC managers, and production teams to support brand objectives and customer satisfaction.

Luxury Client Experience Lead - FREEMAN VINEYARD & WINERY

(2021-03 - 2022-03)

• Directed appointment-only luxury experiences for collectors, members, and VIP guests.
• Cultivated long-term customer relationships through personalized service and consistent follow-through.
• Managed CRM records, customer preferences, allocation notes, and retention communications.
• Delivered high-touch experiences that strengthened loyalty, engagement, and referrals.

Sonoma/Marin Sales Representative - Gravitas Wine Marketing

(2025-09)

Sommelier - The Matheson

(2024-04)

Membership Director - Fairwinds Estate Winery

(2020-12 - 2021-02)

Lead Hospitality Associate - Thumbprint Cellars

(2020-06 - 2020-08)

Hospitality & CRM Coordinator - Saini Vineyards

(2019-10 - 2020-03)

VIP Host & Culinary Ambassador - St. Francis Winery

(2007-01 - 2008-12)

B.A. - English Language Arts (Teaching Credential) - California State University, Chico