Sabina Ballestrazze
Head of Social Media Marketing @Copper Cane Wines & Spirits
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WORK HISTORY
Head of Social Media Marketing @Copper Cane Wines & Spirits
St Helena, CA, US
Results & Reach -Generated 2B organic video views across TikTok and Instagram Scaled @joethewinemaker to 1B+ views and 550K+ followers, becoming the #1 WineTok account and placing in the top 1% of global TikTok creatorsGrew @bellegloswines to 300M+ views on Instagram, outperforming legacy beverage brands like Tito’s and Casamigos to become the #1 wine brand on the platformStrategy & Execution -Built a cross-brand content system across a 7-brand portfolioCreated a performance-led digital advertising framework, translating top organic performers into retargeting assets and A/B creative testsAchieved CTR rates of 14.02% and CPC as low as $0.03, proving high ROI on lean budgetsPersonally directed creative, targeting, and audience segmentation across paid campaignsEcosystem Development -Redesigned and restructured the company website to reduce bounce rates and optimize for conversion based on UX behavior and drop-off dataDesigned digital tools like QR code menus, linktrees, and social decks for sales teams to use in retail & distributor presentationsCollaboration & Leadership -Managed cross-functional teams and external partners in PR, creative, media buying, production, and paid strategyDirected major sports collaborations (Red Sox, Padres, Kings, Braves)Presented KPIs to executive leadership monthly, guiding platform pivots and prioritiesConsumer Behavior Expertise -Used comment patterns, retention graphs, and scroll behavior to guide real-time creative pivots and trigger algorithmsHelped drive the phrase “wine with the red wax” to become a top organic search result—proof of recall and brand embeddingKnown for consumer-first content systems that turn attention into revenue, influence, and inbound interest from retailers, press, and influencersRecognition -Credited by national distributors and retail partners as a key differentiator in sell-in successRecognized in industry media as top digital innovator in beverage marketing
EDUCATION
Arizona State University
Bachelor's degree
Harvard Business School Online
Digital Marketing Strategy
SKILLS
ABOUT SABINA BALLESTRAZZE
I build social ecosystems that drive sales, not just likes. As the Social Media Director (in function) at Copper Cane Wines & Spirits, I’ve generated nearly 2 billion organic video views across TikTok and Instagram, turning brand awareness into account wins, sell-in leverage, and national brand visibility. I specialize in performance-driven content rooted in storytelling, platform fluency, and analytics. I scaled @joethewinemaker on TikTok to over 1 billion views, making it the #1 creator on WineTok and in the top 1% of creators, and grew @bellegloswines on Instagram to 300 million+ views, becoming the top-performing wine brand on Instagram. I’ve built high-converting content systems, achieved CTR rates as high as 14%, and helped transform our social presence into a key sales tool. Whether it’s piloting social-driven account programs, being recognized by distributors as a top company strength, or fielding inbound from athletes, influencers, and media. Turning content into category leadership.
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