Meet the Team
From marketing to brand development, content creation, marketing, sales and client management - the skills of the Craft Alliance Co. are diverse, rich and always expanding.
Dean Mitchell
Founder - Sales Director
With more than 20 years’ direct experience in the WA wine industry, Dean is one of the state’s most knowledgeable and respected sales strategists. One of the youngest ever state managers for revered distribution company Samuel Smith & Son, Dean has excelled in ensuring sales of multiple brands from around the globe are optimized within the WA market.
His career has also seen him delve into the export market, with a strong focus on Indonesia and China, and he has also managed warehousing, marketing, administration and strategy for hundreds of wine brands across WA and Australia.
Lauren Cooper
Founder - Marketing Director
Lauren is a true connoisseur of both sales and marketing, having worked as an account manager for Samuel Smith & Son, Negociants Australia and Vincor Australia, and as a practiced professional in brand planning, development and execution.
Having completed a Diploma of Marketing at Curtin University, Lauren is adept at all stages of the brand lifestyle, from planning and initial design, through to production, marketing and sales execution, and has an innate understanding of how a brand can be optimised to ensure diversity, balance and profitability.
Genevieve Howe
Public Relations
Genevieve is a senior communications specialist who finds strategic ways to tell stories, engage stakeholders, navigate issues, and create compelling and engaging content. Previously working in a PR agency, Genevieve has a sound understanding of the mainstream and industry media environment, and a holistic approach to communications for clients.
She is a strong writer, and her diverse skill set is best put to use for strategy development, content development, stakeholder engagement, media relations and project management. In 2020 she was recognised by the Public Relations Institute of Australia at its national awards as Highly Commended in the Emerging Leaders category and was a national finalist for this award at the 2020 Mumbrella awards.
Kirsty Potter
Sales Western Australia
Kirsty's wine journey commenced in Glasgow, Scotland, where she worked for a family-owned importer and distributor of wines from across the globe. Her dedication to the wine industry has led her to collaborate with wineries worldwide, overseeing domestic and international sales, distribution, and import/export. Kirsty has extensive experience in the Australian and UK wine sectors, notably with Samuel Smith & Son and Negociants Australia, where she has built strong and enduring relationships within the wine trade. Possessing a refined palate, Kirsty has achieved the WSET Diploma and completed the first year of the Master of Wine program. Kirsty was honoured as the recipient of the 2012 Negociants Working with Wine Fellowship program.
Caitlin Wells and Penny Woods
Social Media - Visuals
Caitlin & Penny, are stylists and creative individuals, together dedicated to helping brands improve their online presence by creating visually appealing and engaging social media content, websites, and branding. Their passion lies in offering a platform for business owners to showcase their businesses proudly to the world to guide the positive results that a business can achieve when visual elements resonate with the target audience, and branding remains consistent across all platforms.
At Craft Alliance, the girls collaborate with winery clients to enhance visuals, strengthen brand identity, build trust with the ideal customer, and elevate brand recognition. Managing content creation, style and design, she guides businesses on refining their branding, enhancing visual aspects, and achieving success online.
Liz Hatherley
E-Commerce - Wine Club
With a rich background in the wine industry, Liz has demonstrated her proficiency in marketing, e-commerce, and wine club management over the course of her career. Liz is a Certified Digital Marketing Diploma holder and possesses a wealth of knowledge in online digital advertising. At Craft Alliance, she leverages these skills to manage digital advertising, analysis, and wine club operations. Her passion lies in using her digital marketing expertise to assist wineries in effectively promoting and selling their brands.
