Liz Mercer always knew her native Napa Valley would be her forever home. She spent eight years in the midwest (Detroit), before coming home to roost. With a unique background, including a degree in finance and business management and 18 years’ experience in direct to consumer experience marketing, Liz balances the multiple needs of the business with guest needs. Her career includes time with Diageo and Pernod Ricard, followed by nearly six years with Gallo and a stint with a small family-owned luxury brand. Liz is now the general manager of Bluxome Street Winery, an urban winery located in the SOMA neighborhood of San Francisco. She can relate to the challenges faced by large, publicly traded wineries, corporate family owned wineries, and smaller family owned brands. That breadth of experience has allowed Liz to see how different strategies work for different brands and implement the right solution. She is also an active contributor and coach for the WISE Academy, which seeks to grow the skills of DTC professionals and managers at all levels across the country.