Jennifer Richards

Vice President, Operations & Business Development

Jennifer Richards joined the team at Sonoma County Winegrowers in August of 2021 as Vice President of Operations and Business Development. In her role, Jennifer leads all aspects of SCW’s operations and works closely with SCW President, Karissa Kruse in strategic business planning. This includes financial and human resource management, oversight of the commission’s educational and sponsorship programs and managing the annual grower assessment process.

Jennifer has a passion for Sonoma County and a deep background in representing and promoting the region. She started her 25+ year career in hospitality and hotel management at Sonoma Mission Inn and most recently was the Vice President of Business Development at Sonoma County Tourism. Jennifer has led large teams as the General Manager for several hotel and resort businesses, as well as overseeing operations and sales efforts at those properties. She has managed hotels locally, as well as in Southern California, Indianapolis, Dallas and Nashville.

In her roles with SCT and managing group business at several hotel properties in Sonoma County, Jennifer worked extensively with meeting planners, executives, and event coordinators to bring large groups to the area and ensure their goals and expectations are met by the experience. As such, Jennifer has become an expert on all Sonoma County has to offer travelers.

In her spare time, Jennifer loves to cook, watch movies and garden. She lives in Windsor with her 12-year-old daughter, Leilani and her boxer, Lollipop.

Contact Jennifer 

• [email protected]
• 707-522-5867

Joy Finn

Director of Marketing

Joy Finn joined the Sonoma County Winegrowers team in September 2022. As Director of Marketing, her role entails crafting and executing the strategy for the marketing, promotions, and brand-building efforts for the organization.

Born in Lake Tahoe and raised in Walnut Creek, Finn has deep roots in Northern California. In 2005, she earned a degree in English at Sonoma State University, where she was exposed to the world of wine through community events and school programs.

After graduation, her growing curiosity for wine and love of people inspired her to work in the tasting room at Roshambo Winery in Dry Creek Valley, an experience that forever derailed her plans to work as an English teacher. This role paved the way for a passion for the wine industry and an appreciation for the Sonoma County lifestyle. Later, she worked at La Crema Winery, transitioning to the direct-to-consumer side of business as a wine club coordinator and events coordinator.

In 2012, she ventured into wine marketing, serving as the marketing and events manager at Kosta Browne in the Russian River Valley. In 2015, Finn returned to Vintage Wine Estates, specializing in marketing and communications. After adding eCommerce, digital marketing, and content creation to her skill set, she joined the team at Magito Wines.

After 17 years in the industry, Finn has developed an appreciation for the distinctive and remarkable subculture in Sonoma County. Married to her college sweetheart, Alex, the two have traveled and lived abroad in New Zealand, Australia and Southeast Asia. The Finns and their two children live in Santa Rosa. Today, she continues to follow her passion for people, wine and community at Sonoma County Winegrowers.

Contact Joy 

• (707) 522-5865
• [email protected]

Karen Hart

Director of Communications & Strategic Programs

Karen Hart is the Director of Communications and Strategic Programs with Sonoma County Winegrowers. She joined the organization in September 2022. In this position, Hart is helping to guide and shape the next generation of communications and strategic programs for Sonoma County Winegrowers, as well as the Sonoma County Grape Growers Foundation.

Hart brings more than 30 years of experience as a writer, editor and communications consultant. An award-winning writer, she studied journalism at Illinois State University, and went on to work in the corporate sector for companies such as State Farm Insurance, Mercer, Inc., Procter & Gamble and Sara Lee Bakery.

Originally from the Midwest, Hart moved to Sonoma County in 2000 and has worked for numerous publications in the North Bay, writing about agriculture, wine, food, tourism, real estate, health care, insurance, interesting people, extraordinary organizations, beautiful homes and once she even had the opportunity to write about a fancy treehouse, where she conducted the interview with its two happy, young owners. Most recently, she served as editor-in-chief at NorthBay biz magazine, a business-to-business magazine, covering Napa, Marin and Sonoma counties with more than 50,000 readers.

Hart grew up in the heart of Illinois and hails from a family of farmers who grew corn and soybeans, now a third-generation operation. As a young girl, she developed a deep appreciation for farmers, the farming lifestyle, community, and Mother Nature. She is the mother of two (grown) sons, Daniel and Davis, and lives in Sonoma County, where she plans to stay. And though she’s a long way from her Midwest roots, the family ethos that “a little dirt never hurt” will, no doubt, serve her well at Sonoma County Winegrowers and the Grape Growers Foundation.

Contact Karen:

• (707)522-5851
• [email protected]

Valerie Pearce

Senior Business Development & Education Manager

Valerie Pearce joined the Sonoma Winegrowers Team in 2018 and she is currently the Senior Business Development & Education Manager. Her main responsibilities include developing grower educational programs, managing the commission’s annual and event sponsorship, and managing the annual grower assessment process. Valerie also manages key programs that support the Sonoma County Grape Growers Foundation, such as the newly launched inaugural Saralee & Richard Kunde Leadership Academy.

Having grown up on a family vineyard right here in Sonoma County, her love for the wine business and agriculture has always been strong. Valerie has experience working as the Office Manager at a few small, family-owned wineries such as Neyers Vineyards in St. Helena and most recently at Bella Vineyards & Wine Caves in Healdsburg. Working at small wineries has given her the opportunity to actively participate, oversee and manage various aspects of the business and she is thrilled to continue her growth and knowledge of this industry we all love with the Sonoma County Winegrowers!

Contact Valerie

• 707-522-5864
• [email protected]

Phuong Luu

Operations Manager

Phuong is a Sonoma County native and grew up in the Coffey Park neighborhood. After college she moved to Silicon Valley and worked for tech start-ups, supporting high growth companies by helping them scale and expand their operations. After meeting her spouse and desiring a slower pace of life, she convinced her husband to move back to her hometown with the promise of less traffic, good wine, and beautiful landscapes. Currently, she resides in Santa Rosa with her husband, son, and dog, Nugget.

Phuong has over eight years of experience working in administration with skills in project management, streamlining operations, and event planning. Previously, she has worked for local organizations such as Social Advocates for Youth and Sonoma County Tourism. She is extremely passionate about Sonoma County and thrilled to continue working for a community-driven organization.

Contact Phuong

• [email protected]

Kayla Holdren

Social Media & Events Manager

Kayla joined the Sonoma County Winegrowers team in October of 2021. Her main responsibilities include in curating and executing spectacular events locally and in the market as well as building the social media footprint for the Sonoma County Winegrowers and expanding reach across multiple platforms.

Kayla grew up in Sonoma County and is looking forward to continuing career path in the wine industry. She graduated from Sonoma State University in 2020 with a degree in Business Marketing. During her time at Sonoma State, she interned at a local winery, Russian River Vineyards, and continued working there full time as the Marketing Coordinator. Working in a small, family owned winery, Kayla gained experience in not only marketing but also event planning, project management, operations and employee communications.  In Kayla’s free time, she enjoys staying active, cooking, going to the beach, wining & dining with her boyfriend, spending quality time with friends & family, and cuddling with her dogs & kittens. She is very passionate about Sonoma County, wine, and the wine industry and is looking forward to continuing her journey supporting farmers & vineyard employees at the Sonoma County Winegrowers!

Contact Kayla

• (707)-522-5868
• [email protected]

Sophia Bianchi

Marketing & Operations Coordinator

Sophia joined the Sonoma County Winegrowers team in March of 2021. Her main responsibilities include supporting Marketing across all areas with a focus on asset management, project management, event execution and building social media. In addition, she supports multiple initiatives for the Sonoma County Grape Growers Foundation working closely with Valerie Pearce,  Senior Business Development and Education Manager. Sophia also assists Phuong Luu, Operations Manager.

Sophia grew up in Sonoma County and is looking forward to continuing her career path in the wine industry. She graduated from Analy High School in 2020. She has always had a passion for agriculture, and she was very involved in the FFA for which she was awarded the American Degree in 2021. She now attends the Santa Rosa Junior College and is studying Wine Marketing. She is very passionate about Sonoma County, wine, and the wine industry, and is looking forward to continuing her journey supporting farmers & vineyard employees at the Sonoma County Winegrowers!

Contact Sophia

• (707)-522-5862
• [email protected]