When Jena accepted an executive position at WineDirect almost a decade ago, she celebrated a personal achievement. But she also pledged that when the time was right, she would apply her expertise to advance diversity in the wine industry. That is when UrbanVino was conceived.

At WineDirect, the leading provider of e-commerce platform services in the wine industry, Jena played a pivotal role in driving a seismic shift in the wine market. WineDirect would become a catalytic force in direct-to-consumer sales, a market transformation that has empowered small-lot producers and artisanal winemakers to avoid the expense and risk of traditional wholesale/retail channels, appealing instead directly to consumers online.

During Jena’s tenure, WineDirect has grown from a start up to over $100 million in sales and now delivers e-commerce and fulfillment services to well over a thousand wineries, becoming the industry leader by a wide margin. Jena works with some of the world’s most prestigious wine portfolios across the United States, and has developed a keen understanding of the unique challenges for wineries, large and small, in building successful brands and profitable businesses. In her role as Wine Direct’s Senior Vice President of Sales, Jena now uses her platform for outreach to wine professionals & creators of color, bringing exposure and guidance to the best of small cult, boutique, and celebrity labels.

It seems the time has arrived for Jena to fulfill that pledge made all those years ago. With a passion for mentorship and personal development to go with her unique industry acumen, she is perfectly positioned for her new mission. UrbanVino will be a core outlet for this initiative.

In her down time, Jena enjoys reading, dancing, travel, and finding beauty in everyday simplicity. She is a proud mama to 3 adult children. She has a Global Executive MBA from Trium which makes her an Alumnus of HEC France, London School of Economics and NYU Stern. You can get to know her through her podcast, The UrbanVino Experiences