Robert Mondavi Winery forged a first-of-its-kind partnership with French luxury porcelain house Bernardaud to revolutionize the world of wine collecting and authentication. In a nod to the year the winery was established, the collection is titled "MCMLXVI" and features a limited series of 1,966 porcelain in 1.5L bottles, the first ever produced by the legendary house.

Each bottle was offered through non fungible tokens (NFTs) and was paired with a unique and collectible piece of generative art by digital artist Clay Heaton. Authenticity and provenance are key considerations for both the wine and NFT collector communities, so a pairing of the two through this unique offering was a natural progression that offered exciting possibilities and highlighted the possibilities for collectorship.

I was responsible for leading and executing the social rollout of this collab as part of a cross-functional digital team. In my role, I led launch planning, identified key rollout channels, coordinated with influencers and amplification partners, produced social assets and wrote all social copy.

Beyond the rollout, I was also responsible for leading white glove social CX efforts. The NFT collector community is accustomed to 24/7 communication and support due to the global, online nature of the community. I maintained an extremely high level of service and care with collectors who had purchased one of the Bernardaud bottles by creating a matrix of pre-approved responses and FAQs, and working hand-in-hand with our larger CX team to troubleshoot any issues as quickly as possible.