Erin Smith

Commander
DISC Type : D

Marketing Director at Fero

London, England, United Kingdom

Overview

Erin is a C-level marketing director with deep expertise in scaling e-commerce businesses within the wine and spirits industry. Described by colleagues as "massively passionate, " "inspiring, " and "ridiculously efficient, " she leverages a data-driven approach to lead high-performing teams and is recognized as an industry thought leader.

Her professional life and personal passions are deeply intertwined, centering entirely on the world of wine. Her specialized education from UC Davis in wine complements her business Masters, and she actively participates in global trade shows, panel discussions, and industry publications, demonstrating a comprehensive immersion in the subject.

Unique fact: Erin has a background in journalism and was formerly the deputy editor of Harpers Wine & Spirit, a leading trade magazine.

Personality Overview

Impact-Driven

Strong-Willed

Candid & Clear

They are less concerned about the product and more about its potential impact.  They like to stay in control of the negotiation or defining of the terms. They respond better to strong and respectful interactions.

Topics They Care About

Wine Industry Trends
Actively participates in industry panels and discussions, offering expert opinions on consumer behavior, market trends, and the future of wine retail.
E-commerce & D2C
Specializes in scaling direct-to-consumer e-commerce businesses, having managed this function for major industry players like Freixenet Copestick and Slurp Wines.
Data-Driven Marketing
Her core strategy involves placing consumer and commercial data at the center of decision-making to drive measurable growth and optimize processes.

Media Appearances

Erin has no verified media appearances

Work History

1-2026
Marketing Director at Fero
1-2025
Head of Marketing at Fero
8-2022 - 5-2024
Head of Direct-to-Consumer at Freixenet Copestick
8-2020 - 5-2024
Board Member/ MD of Slurp Wines at Slurp
2019 - 8-2020
Head of Brand Marketing and Creative Production at Majestic Wine

Education

2012 - 2013
Master's degree from ESC DIJON
2009 - 2009
Wine from University of California, Davis

More Information

Social Presence :

Prographics :

Exp : 22 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Marketing Director at Fero
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Insights For Selling To Erin

During A Call Or A Meeting

DO's

  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.
  • Hold your ground without indulging in one-upmanship
  • Speak about competitive differentiation that your product offers

DONT's

  • Do not spend too much time focusing on product tech or features
  • Don't try too hard to forge relationships with them
  • Don’t take too much time in sending them information if they ask for any

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Erin is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Erin

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Erin move?

  • If convinced, they can reach decisions quite fast.
  • Can Erin take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Erin

Personality Compatibility


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