Villa Maria

Villa Maria is one of New Zealand’s most established wine brands — but it needed a fresh digital strategy to stay relevant with younger consumers. I was brought on to modernize the brand’s online presence without losing its premium edge. We repositioned Villa Maria through elevated storytelling, creator partnerships, and a paid media strategy that ditched traditional wine tropes for scroll-worthy content. Think: less vineyards-at-sunset, more casual luxury, shareable moments, and lifestyle storytelling that worked across Meta, YouTube, and Google. The focus? Making wine feel approachable, aspirational — and actually clickable. Performance: 5.9M+ impressions across Meta & YouTube across NZ, CA, USA/ 746K+ video views in less than 30 days. +31% increase in traffic to retail partner sites +17% uplift in DTC sales during campaign period $4.12 CPM on Meta (40% below category benchmark)