Caroline Shaw has led communications for the two largest privately held wine organizations in the U.S. In this first episode of the Cool Jobs edition of the Dare to be Deliberate podcast, Caroline shares why the wine industry is a cool place to work as a communicator, and what she looks for when hiring.
For those looking to make a move into the wine industry, Caroline highlights that doing PR in this field is not just about going to wine tasting events and enjoying great wine. It’s about the business, and the business of wine is competitive. Communicators must be exceptional storytellers and maintain the quality reputation of the brand.
Listen in for the cool jobs conversation between Angee Linsey and Caroline Shaw about working as a communicator in the wine industry.
Caroline Shaw is head of communications for E & J Gallo Winery. In this role, she oversees multiple facets of the winery’s communication team to include Corporate Communications, Community Relations, Trade Media and Scoring, and Category & Lifestyle Marketing. This later discipline includes influencers, partnerships, experiential, and multicultural marketing.
Caroline is an experienced communications leader with a successful track record of building and managing corporate and brand reputations through innovative storytelling and digital strategies. During her tenure as Chief Communications Officer at Jackson Family Wines (JFW) she oversaw 50 premium brands, created the “Really Goode Job” Campaign, rebranded the global company narrative, increased media placements with key trade and lifestyle publications, and managed the opening of the La Crema Estate, a consumer experience and hospitality program that saw 30,000 visitors in its first year.
Caroline has led communications and media relations outreach across multiple industries including the NBA, the Olympic Games and the United Nations. Currently she serves on the Board of Directors for Sonoma County Tourism and the American Red Cross. She also is the Founding Executive Director & current Board Member for a Sonoma-based nonprofit created to provide housing for fire survivors after the 2017 wildfires and now builds affordable housing for educators and first responders.
Caroline has two adult children and lives in Sonoma County with her husband and her running partner – a rescue dog named Barlow.
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