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Inertia Beverage Group announced today the appointment of Kristi Taaffe to the new position of Vice President, Marketing. Taaffe, who brings with her an extensive history of direct sales success both inside and outside the wine industry, will lead Inertia’s corporate marketing efforts as well as work closely with Inertia’s winery clients and sales partners to increase their success in the direct sales channel. Most recently Taaffe held the position of Director, Consumer Relationship Marketing at Foster’s Wine Estates. There she managed all aspects of the company’s direct marketing, contact center and e-business division inside its Consumer Relationship Marketing department. “We were looking for the most experienced and most successful direct marketing expert in the industry to head our marketing department and we never had any doubt that Kristi was that person,” said Paul Mabray, CEO of Inertia. “No one understands direct-to-consumer wine marketing better than she and we are very excited for this company and its winery clients to have her on board.” Taaffe Brings Deep Direct Marketing Experience From Inside and Outside Wine Taaffe’s experience in the direct-to-consumer market is marked by five years at Smith & Hawken as their director of marketing where she modernized and accelerated their on-line sales efforts. Prior to Smith & Hawken Taaffe was Director of Marketing at Wine.com. Her first foray into on-line sales came at PreviewTravel.com, one of the early leaders in the on-line travel sector. “I’m excited to be with a company so passionately focused on bringing opportunity to the wine industry,” said Taaffe. “There is a unique and infectious energy at Inertia for helping to accelerate the growth of winery direct shipping channel.” Taaffe will oversee a team that works closely with Inertia’s winery clients to help increase their direct sales and exposure to a growing market of wine enthusiasts who regularly look to Internet sales to source wines. Taaffe will also direct Inertia’s continuing efforts to present its unique suite of services and Rethink Engine direct sales system to America’s wineries. About Inertia Beverage Group Inertia Beverage Group, based in Napa, California, is the premier provider of web-based technology used by wineries to manage direct sales and marketing. Inertia’s REthink EngineTM technology enables direct sales and marketing efforts for over 350 wine brands, providing an integrated platform to easily manage all aspects of direct sales to both consumers and the trade. The REthink Engine platform provides wineries with tools to handle compliance, allocations, customer data, wine clubs, e-mail marketing and web content management, in an always-accessible online environment.
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For more information visit www.inertiabev.com.
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