Amy Lund

Experience

• 

  E. & J. Gallo Winery

  Jun 2000 - now

  Highest-level responsibilities, to oversee media investment, foster relationships with outside agencies, and drive brand awareness. I manage an organization of 120, with 7 direct reports at the senior director level across creative, communications, PR (including agency management), digital, and media investment. I administer $450M in A&P spend and direct an operating budget of $25M.CUSTOMER & REVENUE GROWTH ● Added 2M new customers in one year by establishing a partnership with the NFL to tap into the NFL’s engaged fan base. Signed collaboration with Donna Kelce to promote the Gallo brand, Barefoot Wine. ● Increased YoY revenue by +40% in the final quarter of 2023 by securing 2022 Winemaker of the Year award winner, Nicole Hitchcock and quickly mobilized POS in-store to drive consumer conversion.STRATEGIC INITIATIVES● Built integrated marketing discipline; combining paid, owned, and earned marketing channels, strategies and measures.● Drove innovation by implementing hybrid marketing positions that placed talent in the field and leveraged outside partners to gather research in person to respond to consumer landscape changes.● Created the Work About program, to motivate team members back to the office by allowing remote work stints to collect consumer survey data, at no cost to Gallo.● Led Gallo’s data strategy, combining sales and consumer data to develop a competitive advantage, and drive brand response.● Steered wine brand innovation strategies and process● Enhanced external messaging and partnerships by resetting and improving agency relationships.Top 5 Skills used in this role: Marketing Strategy, Brand Development, Cross-functional Team Leadership, Strategic Planning, Business Development Show less Delivered and scaled a brand strategy process across anchor brands and implemented the agile model of product development. I built the framework for an agency and internal marketing partnership, creating a flexible system for differentiation among business units and go to market routes. In this role, I led a team of 4 direct and an organization of 100+, across creative, communications, and PR and directed an A&P budget of $250M.ROI MEASUREMENT & BUSINESS DEVELOPMENT● Improved media ad consumer outreach through the development of integrated marketing scorecards for large brands, then rolling across the business portfolio’s top 30 brands.● Enhanced marketing efficiency and strategic direction by streamlining and standardizing ROI metrics across business units while allowing individual entrepreneurial spirit that drives innovation.● Achieved C-Level and key stakeholder buy-in by working to create dashboards that analyzed media spend and campaign efficacy cross-sectionally and standardized ROI and learning plans.STRATEGIC INITIATIVES● Implemented adaptive design, yielding a 25% increase in engagement YoY and a 50%+ reduction in completion time.● Worked cross-functionally and implemented a 3-5 year strategy by creating a marketing, content creation, production, branding, and advertising framework that increased enterprise growth by 10%+ YoY.● Integrated 30 new brands acquired by Gallo into the organizational structure. Show less Led the brand strategy for the spirits portfolio after successfully establishing standard sales performance metrics and agile product development. I had been previously tasked with revamping a complacent innovation pipeline. At most, I led a team of 3 directs, 14 total, working cross-functionally with sales, marketing, and commerce divisions while managing a P&L of $55M. BRAND STRATEGY● Grew spirit portfolio over 100% through implementing a brand strategy that encompassed retail and chain buyers while emphasizing the consumer’s tastes and experience.● Led and enhanced spirit brands’ equity framework and diversified delivery to consumers to respond to the fractured market.● Developed on-sale performance metrics increasing sales from 2% to 10% in the channel.AMBASSADOR PROGRAM● Defined ambassador types, built in-house brand ambassador capabilities, and partnered with an outside agency to formalize ambassador training and management. ● Established 20 brand ambassadors in a pilot program for spirits ultimately deployed across business units.“HIGH NOON” BRAND DEVELOPMENT● Led team that acquired the trademark and created marketing for High Noon, now Gallo’s top product with $1.5B in sales in 2023, a 30.5% increase from 2022.● Implemented agile process for High Noon, later adopted as standard practice across all major business units.Top 5 Skills used in this role: Marketing Strategy, Brand Development, Cross-functional Team Leadership, Strategic Planning, Business Development Show less

  • Vice President Integrated Marketing & Communications

    Jan 2023 - now

  • Vice President Marketing

    Aug 2019 - Mar 2023

  • Vice President/Sr. Director, Spirits Marketing and Brand Activation

    Jul 2015 - Jul 2019

  • Sr. Director of Finance, Spirits Business Unit

    Mar 2012 - Jun 2015

  • Sr. Director Corporate Strategy

    Nov 2011 - Feb 2012

  • Director of New Product Development

    Sept 2009 - Oct 2011

  • Director of Integrated Planning

    Apr 2006 - Aug 2009

  • Spirits Plant Manager

    Jan 2005 - Mar 2006

  • Supply Chain Planning Manager

    Jan 2002 - Dec 2004

  • Production Team Leader

    Jun 2000 - Dec 2001