Ernest & Julio Gallo Winery has appointed Tamara Minick-Scokalo senior director for international marketing to promote the company's wine brands across Europe.
Minick-Scokalo said one of her first tasks would be to grow brand sales by focusing less on price segmentation and more on better consumer profiling.
She reports to Jeff Bland, international vice-president and general manager for E&J Gallo.
She was previously marketing director for Western Europe for Procter & Gamble's homecare division. Before that she was marketing director for the group's family care division and helped revive flagging sales of its Bounty kitchen towels through its Strong Housewife media campaign.
She was based in Japan from 1998-1999 as vice-president of Coca-Cola's coffee business.
She said: "This is a very exciting time to join E&J Gallo. We have a very successful brand, a growing portfolio and a team of people who are passionate about what they do for Gallo and the wine industry."