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  • Writer's picturePaul Thienes

eCELLAR Appoints Tracy McArdle Chief Operating Officer

—DtC and CRM Platform Taps Winery and Financial Services Executive—

(Calistoga, CALIF)—eCELLAR, one of the leading Direct-to-Consumer sales and customer management platforms serving wineries, today announced the appointment of Tracy McArdle to the position of Chief Operating Officer of the Napa Valley-based company. McArdle, a long-time Napa Valley resident and winery executive, will oversee eCELLAR’’s operations, marketing, and customer service.

The COO position is newly established at eCELLAR, reflecting the company’s recent growth and platform expansions. eCELLAR is the longest-operating DtC and Customer management platform in the wine industry after being founded by owner Paul Thienes in 1999.

“We are delighted to have someone of Tracy’s caliber on board at eCELLAR,” said Thienes. “Her prior experience and success at the helm of multiple wine brands gives critical insight into how our clients work, their challenges, and their needs as they thread the DtC wine sales needle.”

Before joining eCELLAR, McArdle was General Manager of the Yountville-based Good Life Wine Collective, overseeing all operations of Jessup Cellars and Handwritten Wines, two nearly 100% direct-to-consumer wine brands. Before arriving in Napa Valley in 2008, McArdle spent eight years working in the financial industry in Chicago where she was Assistant Vice President and Senior Business Analyst for Risk Infrastructure/Credit Risk at Lasalle Bank before the wine industry called. Tracy is a former Division 1 golfer at the University of Central Florida and a member of the Yountville Chamber of Commerce Board of Directors.

“The eCELLAR platform empowered the Good Life Wine Collective to take Jessup Cellars and Handwritten Wines and exceed expectations in a very competitive Napa Valley hospitality industry," noted McArdle. “I’m thrilled with the opportunity to direct a native Napa Valley firm with a 25-year-long reputation for innovation and help our clients succeed.”


eCELLAR was founded in 1999 and remains one of the wine industry's top DtC and Customer Management platforms. The eCELLAR system is an all-in-one, web-based platform available anywhere on any device. eCELLAR is built to give wineries a 360-degree view of their operations in a single system that combines POS, Wine Club & eCommerce, email campaigns, multi-location inventory management, reservations, and reporting. More information about eCELLAR is at:

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Tom Wark, Wark Communications

(971) 332-5057 • (707) 246-6451 -

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