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.
Jena has been with WineDirect for over 8 years and has proven to be a strong team contributor to both internal and external growth. She currently leads the Client Success Teams across Ecommerce and Fulfillment and has also been responsible for Fulfillment sales growth of over $50 million in revenue. Jena is extremely committed to supporting the success of our winery partners and has led the development of programs such as our strong Onboarding program, our WineDirect Academy training program, and most recently a new digital marketing program to enable the wine community to succeed with modern ecommerce practices. Jena takes great pride in team development and mentorship.
Jena holds an International Executive MBA from Trium which incorporates work within NYU Stern School of Business, London School of Economics and HEC Paris. Travel, Salsa dancing and her new dog Boseman keep her busy.
An expert in the wine industry with more than 15 years experience in software-as-a-service (SaaS) and logistics, Jim leads WineDirect's Ecommerce team.
Since joining WineDirect, Jim has been instrumental in growing our fulfillment business as well as leading the sales and marketing teams. He is also the driving force behind WineDirect's unique Marketplace Distribution offering that enables wineries to sell direct to consumer via partners including eBay and Vivino.
Previously, 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
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 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
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
Andrea joined WineDirect in January 2021 and brings to WineDirect extensive experience in the wine and hospitality businesses. She has a deep love for DTC and especially enjoys helping wine companies find creative ways to maximize their results.
After beginning her career in Toronto with Procter & Gamble, Andrea moved to California to join Gallo Winery, where she worked for 10 years in positions focusing on a variety of areas including new product development, on-premise marketing and international business development and marketing. Her career progressed to include roles including Vice President of Marketing with Constellation, Global Marketing at Treasury Wine Estates, and 7 years as CMO with Foley Family Wines where she launched the disruptive Foley Food and Wine Society loyalty program. She then headed to the Okanagan Valley in Canada where she headed up Marketing and Direct to Consumer for Mark Anthony Group and led significant growth across Canada’s most prominent luxury wineries. Most recently, Andrea gained start up experience leading marketing for the fast-growing McBride Sisters Collections.
Andrea and her family live in Livermore, where she enjoys food and wine, fitness and all things pop culture.View articles by Andrea
After beginning his career at UPS in 1999 Chris has worked in Operations, Logistics, Supply Chain and Distribution over the past 20 years. His career has moved him into progressively larger roles at DHL, Cornerstone Brands, and Geodis Corporation where he started as Senior Director of Operations and was promoted to Vice President of Operations in 2017. Chris has a Bachelor of Science Degree in Engineering, holds a Six Sigma Black Belt and places a high value on data driven decision making.
Chris and his wife live outside of Cleveland where they enjoy spending time outdoors and visiting with friends and family.
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
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.
Holly brings to WineDirect 10+ years of experience leading ecommerce teams to create compelling consumer experiences, improve brand awareness and develop strategies for sustainable growth. As Director of Marketplace, Holly is building new sales channels for wineries to sell directly to consumers, by developing partnerships and unparalleled experiences that empower wineries to attract new consumers, grow their membership base and leverage new ways for wine lovers to shop.
Before joining WineDirect, Holly held positions at Williams Sonoma and Levi’s, leading marketplace and ecommerce initiatives. At Williams Sonoma, Holly helped launch and manage the company's Canada ecommerce business, developing the team and setting into motion impressive year-over-year growth. While at Levi’s she managed the company's marketplace presence for their Amazon, Macy's, JCPenney and Kohl’s partners, ensuring brand integrity, marketing compliance and revenue optimization.
Holly loves watching basketball, running and movie nights with her family.View articles by Holly