Provi Names Christina Stella as Senior VP for Partnerships
Provi Appoints Christina Stella: A New Era in Trade Partnerships
Provi, the industry leader that connects all tiers of the beverage alcohol market, has recently appointed Christina Stella as its new senior vice president of supplier partnerships. Stella, previously the vice president of brand partnerships, will now oversee the company’s expansive 360-degree trade marketing initiatives, including Provi’s well-known marketplace, SevenFifty Daily, and Beverage Media.
Christina Stella's Journey and Vision
With nearly four years of experience at Provi, Stella has played a vital role in enhancing relationships with a variety of wine, beer, and spirits suppliers. Her impressive background includes significant sales and marketing achievements at reputable technology and media companies such as Instacart, Buzzfeed, and Questex. This rich experience has equipped her with the insights necessary to lead Provi into its next growth phase.
Acknowledgment from Leadership
“We’re thrilled to have Christina step into this pivotal role,” stated Bob Robbins, Provi’s President and COO. “Her contributions to our organization have been invaluable, providing a strategic vision that aligns with our commitment to our brand partners and the industry at large. Christina’s results-driven approach will undoubtedly be an asset to our team, and we are fortunate to have her.”
Driving Trade Marketing and Supplier Engagement
During her tenure at Provi, Stella has successfully expanded the partnerships program, unlocking fresh trade marketing opportunities for various suppliers, including those in enterprise, mid-market, and smaller sectors. Her efforts have established valuable channels that allow suppliers to engage with trade buyers, showcasing new products effectively and driving growth for distributors who benefit from these connections.
Stella's Ambitious Plans for Provi
Expressing her enthusiasm for her new role, Stella articulated, “I’m excited to embrace the challenges and opportunities that lie ahead at Provi. Witnessing the evolution of both emerging and established brands through our integrated trade marketing strategies has been truly inspiring. My journey with Provi is a fulfilling chapter in my career, and I eagerly anticipate contributing even more to our mission.”
Provi's Role in the Beverage Alcohol Market
Provi is recognized as the largest online marketplace for beverage alcohol, streamlining the wholesale ordering process by connecting trade buyers with distributors across all U.S. markets. Besides its marketplace, Provi encompasses Beverage Media, an industry staple that has thrived since the repeal of Prohibition, and SevenFifty Daily, an esteemed publication committed to covering the beverage alcohol industry and culture.
Stella's Reporting Structure and Company Leadership
Christina Stella will report directly to Bob Robbins, who joined Provi in 2023 after serving in executive roles at Constellation Brands and Beam Suntory. This leadership alignment is expected to further enhance Provi’s strategy in the market.
About Provi
Provi stands out as a pioneering online marketplace dedicated to simplifying wholesale alcohol ordering. By connecting buyers, distributors, and suppliers in every U.S. market, Provi enhances communication and efficiency for both on- and off-premise buyers. Their suite of offerings includes Beverage Media and SevenFifty Daily, both of which reflect a long-standing industry legacy, playing vital roles in shaping the beverage alcohol business.
Frequently Asked Questions
What is the significance of Christina Stella's appointment?
Christina Stella's appointment as Senior VP is significant as she will lead Provi's comprehensive trade marketing strategy, enhancing supplier relationships.
How long has Christina Stella been with Provi?
Christina Stella has been part of Provi for nearly four years, contributing to its growth and supplier partnership expansion.
What is Provi's role in the beverage alcohol market?
Provi serves as the largest online marketplace, facilitating the wholesale alcohol ordering process for buyers and distributors across the U.S.
What are Provi's key offerings?
Key offerings include the Provi marketplace, Beverage Media, and SevenFifty Daily, known for their contributions to the beverage alcohol sector.
Who does Christina Stella report to at Provi?
Christina Stella reports directly to Bob Robbins, Provi's President and COO, enhancing the company's strategic leadership team.
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