Marketing, Retention & Brand Strategy

An extension of your team across marketing, retention, and brand—shaping strategy and turning it into action.Sometimes you need more than ideas—you need someone who can step in, understand the business, and move things forward.I partner with wineries and growing brands to clarify priorities, strengthen customer connection, and bring ideas to life. From campaigns and retention to guest experience and content, I create work that feels cohesive, thoughtful, and true to your business.

Marketing Strategy & Campaigns

I begin by understanding your marketing goals, then build a clear plan—from strategy through execution.My work is grounded in data: how your customers actually buy, what’s resonating, and where there’s room to grow. I refine your positioning and offers so they connect with the right audience, then step into your existing systems—Commerce7, Klaviyo, WinePulse, RedChirp, or others—to get moving quickly.

Retention & Loyalty

I focus on what keeps customers coming back—repeat purchase behavior, loyalty, and key metrics like LTV, AOV, and churn—to uncover where there’s opportunity to strengthen the relationship.Whether that means refining a loyalty or membership program or identifying where customers may be dropping off—after a first purchase or over time—I look for simple, effective ways to improve retention and drive repeat business.

Customer Experience

I help shape intentional experiences—from tastings and in-person touchpoints to the full customer journey.I look at every stage, from first interaction to follow-up, to identify what’s working, where there’s room to improve, and how to strengthen the connection. I’ve also developed winery experiences featured in Sonoma Magazine, bringing a fresh perspective to how people connect with your brand.

Content & Creative

I help bring the strategy to life through content that feels cohesive, polished, and true to your brand.From wine club emails and tasting notes to marketing materials, itineraries, and social content, I create thoughtful content that helps your brand show up clearly and consistently.

How I Work

Discovery & Alignment
We start with a conversation to understand your business, your goals, and where I can best support you.Strategy & Direction
From there, I develop a clear approach—outlining where to focus, what to prioritize, and how we move forward.Execution & Refinement
I help bring the strategy to life—stepping in to execute, assess what’s working, and refine as we go.

About Me

Hi, I’m Jen Appling.I’ve built my career around helping brands connect more clearly with their customers through strategy, marketing, and customer experience. My background spans wineries, local businesses, and large consumer brands—including managing a $1B+ subscription business.Trellis Strategy grew out of my passion for wine, strategic marketing, and supporting others—a natural way to bring everything together.Based in Healdsburg, CA, I work closely with local businesses and love being part of the community. I also share local happenings and support small businesses and wineries through @theburg411.

Let’s Start a Conversation

If you’re looking for support with strategy, retention, marketing, or customer experience, I’d love to hear more about your business.Whether you have a project in mind or simply want to start a conversation, feel free to reach out. I’ll follow up within 1–2 business days.

Get in Touch