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 Ecommerce 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.
A San Francisco Bay Area native with over 20 years’ experience in sales, Jena leads the WineDirect sales team and our customer success team within the fulfillment division. 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 business development efforts.
Jim has 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
A Texas native, Jennifer moved to Napa in 2014 with significant account management and sales experience in the technology industry. She also launched and operated her own children’s fitness business in Texas from 2010-2014, until moving to California to join WineDirect.
Jennifer’s career with us began as an Account Manager.Her commitment to our clients and their success is steadfast, and she is remarkably passionate about building client relationships based on trust and confidence. Jennifer instills that same level of dedication in the team she now leads. She played a key role in developing the organization’s client training program, and after tremendous success building out a talented software training, rose to her role as Director of Client Services for our ecommerce division. Today Jen leads the entire ecommerce services organization including our training, account management and support teams.
Jen loves watching college football – specifically her alma mater, Texas A&M – and enjoys being active, spending time with family and spoiling her Siberian huskies.
With a passion for wine, story-telling and technology, Adrienne currently serves as Director of Marketing for WineDirect where she oversees all aspects of marketing and communications.
Previously, Adrienne was an Account Executive with Benson Marketing Group where she led digital strategy for global wine and spirits clients. Prior to that, she co-founded an online guide to cocktail bars in New York City and worked in product marketing for UBS Investment Bank in New York and London. In 2017, Adrienne published her first book Where Bartenders Drink, a global guide to the world’s best bars (Phaidon).
Adrienne is a graduate of Barnard College, completed the Wine & Beverage program at the Culinary Institute of America and is a Certified Sommelier. She lives in Napa with her husband.View articles by Adrienne
Brooke has more than 15 years of Human Resources (HR) experience in travel, technology, and retail industries. She received her Master’s degree in HR Management from California State University Bakersfield in 2006, and has since managed HR teams at companies like Nordstrom, Expedia, and Doubledown Interactive. Brooke has extensive global experience including ensuring legal compliance in multiple countries, creating global knowledge-sharing programs, and developing multi-country HR strategies.
Passionate about connecting employees and broader organization objectives, Brooke’s ability to balance business strategy with employee needs is integral to WineDirect’s company culture philosophy. She joined the team in 2018 and is committed to HR leadership as a strategic approach to drive the business forward.
Brooke is a Napa Valley native who enjoys cooking, drinking wine, practicing barre and yoga and spending time with her family, friends and pets.
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.
Karson is at the helm of WineDirect's future in technology development. He has played an integral role in the engineering efforts around our ecommerce platform since 2011, when he joined the Vin65 team just a few years after its founding. Karson has continued to guide the engineering team and serve as our development visionary since WineDirect acquired Vin65.
With an eye toward implementing modern technologies that push the bar forward, Karson keeps our ecommerce clients’ needs top of mind. His passion for the wine industry runs deep and he strives to connect wineries with software that empowers their businesses.
In his spare time, Karson is a fan of Formula 1 racing. He was a 2017 winner of the F1 Connectivity Innovation prize awarded by Tata Communications, which was an opportunity for him to merge his technology background and motorsport passion in presenting to the Formula 1 executive team.
Karla brings to WineDirect more than 20 years of experience leading international services teams in the US, Asia, Europe and Latin America. Her global background is matched by an expansive client list, as she has supported and led organizations in telecom, technology, finance, ecommerce and non-profit. Karla is a selfless leader who is eager to roll up her sleeves and work alongside her staff, setting the bar for her customer success team high. She believes the only way to achieve results is through continuous self-improvement and data analysis. These are the values she strives to pass on to her two children, who live with her in the Sonoma Valley.
When she isn't leading paradigm shifts, Karla likes traveling the world and spending time enjoying local culture. She is also an avid wine collector with over 200 bottles in her cellar dating as far back as 1984.