I’m excited to share a more complete view of my professional journey, leadership philosophy, and the experiences that have shaped my career across multiple industries. From the U.S. Navy to global brands and high-growth franchise organizations, each chapter has strengthened my belief in extreme ownership, relationship-driven leadership, and delivering measurable results. Here is my biography.

I am excited to share a comprehensive biography that reflects the journey, experiences, and values that have shaped my career across marketing, leadership, and organizational transformation. From leading large-scale teams and multimillion-dollar P&Ls to advising growing companies and supporting nonprofit initiatives, each chapter has strengthened my passion for strategy, creativity, and meaningful impact. Here is my biography.

In today’s hypercompetitive market, cultivating customer loyalty is more than just a strategy—it’s a catalyst for sustainable business growth. The Trailblazer Membership from Bounty Hunter Rare Wine & Spirits (now WineScout.com) exemplifies this, offering unlimited ground shipping for a modest annual fee and driving remarkable increases in customer retention and spending. With a 15% uptick in lead conversions and a 25% surge in repeat purchases, the program illustrates how delivering clear value and fostering emotional connections can turn occasional buyers into brand advocates. Businesses that thoughtfully design loyalty programs to meet customer needs stand to gain not only in sales but in long-term relationships that fuel ongoing success.

The wine and spirits industry is undergoing a profound transformation fueled by evolving consumer expectations, digital disruption, and the decline of traditional distribution models. This article explores how Direct-to-Consumer (DTC) strategies offer a powerful avenue for brands to adapt and thrive. By focusing on authentic storytelling, personalized marketing, robust e-commerce platforms, and immersive engagement tactics, wine and spirits companies can cultivate stronger customer relationships, drive sustained revenue growth, and carve out lasting competitive advantages. As digital platforms redefine how consumers discover and interact with brands, embracing innovative DTC approaches is no longer optional—it’s essential for long-term success.

Joice Wirkus is a seasoned marketing executive known for driving transformative growth across leading retail and nonprofit organizations. With more than 20 years of experience, she brings a unique blend of strategic insight, data-driven decision-making, and creative leadership to every role. From leading national brand campaigns and launching loyalty platforms to optimizing digital performance and building inclusive teams, Joice’s work has consistently delivered measurable results. Currently Vice President of Marketing & Communications at Goodwill of Central & Northern Arizona, she continues to shape impactful strategies that elevate mission-driven work and strengthen community engagement.

Christine Diaz is a visionary marketing executive with nearly 20 years of experience driving transformative results in omnichannel strategy, customer retention, and loyalty programs. Renowned for her ability to combine data-driven insights with innovative strategies, she has successfully led marketing initiatives across leading brands like Bartesian and Crate & Barrel, delivering measurable growth in customer lifetime value and revenue. Christine's expertise in CRM, performance marketing, and enterprise project management, coupled with her leadership and communication skills, makes her a dynamic force in building impactful marketing solutions.