DANA MACHAC
Director , eCommerce RNDC
Age : 33 First Industry Job : Commercial Marketing Manager at Heineken USA Favorite Drink : Winter days a bold cabernet sauvignon ; summer days , a Ranch Water with fresh lime
Dana Machac is a visionary leader in the e-commerce space . With a decade of experience behind her , she has transformed RNDC ’ s digital strategy , leading to a 400 % growth in GMV in 2023 and launching Redi ( Republic Digital ) in 2024 .
Today , Machac continues to implement advanced digital solutions and forge key partnerships with platforms like Shopify Plus and Flaviar / Barcart . Her initiatives help streamline operations , enhance customer experiences and significantly boost online sales for RNDC .
On top of everything Machac has done for RNDC , she also created “ Salud ” at Ste . Michelle Wine Estates , which is a connection group for the Hispanic / Latino community .
Machac notes that one of the key milestones in her career was a significant shift from a sales-focused role into a more strategic marketing position to align her work with her passions for creativity , consumer behavior and brand building .
“ While critical , this shift was not always easy , as it required a mindset shift from being customer-facing to becoming the architect of customer experience — and a lot of naysayers in being able to make the shift seamlessly ,” she says .
“ Through hard work , continuous learning and leveraging every experience in my career , I made the transition impactfully and ended up in a role here at RNDC that excites me and allows me to build and shape this industry for the future with digital strategy , marketing innovation and initiatives .”
Machac offers some advice for those looking to set themselves up for success : “ Set clear and measurable goals for each area of importance in both your career and personal life , regularly track progress against those goals and adjust strategies as needed . Most importantly , celebrate the milestones big and small and learn from any setback to continue to improve !”
WILLIAM BROOKS
Global Brand Ambassador Herradura
Age : 31 First Industry Job : Driving bar trailers for Jack Daniel ’ s around the country for music festivals Favorite Drink : Agave spirits neat
Driving bar trailers led William Brooks to managing the first mobile engraving van program for Brown-Forman . From there , other positions have included leading tequila education in the agave industry for Brown-Forman Texas , managing industry events and developing cocktail programs for accounts around the region , before taking on the role of Global Ambassador for el Jimador and Herradura .
Brooks has shared stories of the Horseshoe as well Herradura ' s historic role in the tequila industry for more than 150 years . He has developed industry-based programs and events that have allowed the brand to connect and collaborate with modern hospitality professionals around the world .
“ I did not originally come from behind the bar ,” Brooks explains . “ So building a network and career around the art and passion of the incredible modern hospitality professional was a huge barrier to entry that required relentless commitment to learning , supporting others and devoting my world and time — inside and outside of the workplace — to this industry . It was worth every second as it opened the door to endless creativity .”
In terms of professional goals , “ I always start with looking to the highest peak ,” Brooks says . “ Where do I want to go ? Who do I want to be ? Then once that goal is identified , which can be daunting and at times feel unrealistic , I set mini goals that are flexible and will lead me to my ultimate one . This is key , because we change and grow over time , and our desires do as well . Setting these mini goals allowed me to achieve tangible successes and leave doors open for different pathways to the next step .”
He adds , “ David Bowie said it best : ‘ I don ’ t know where I am going from here , but I promise it won ’ t be boring ’.”
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