Jennifer Purcell

Jennifer Purcell is the CEO of Avaline, a wine company founded by Cameron Diaz and Katherine Power that is raising the standard in the industry by making organic wine more accessible. While at the helm, Avaline has grown to the #2 organic wine brand in the country and become the third fastest growing wine brand within the top 150 wine brands nationally.

Before joining Avaline, Jen was CFO of Lumi, a high growth packaging sourcing and management platform serving DTC companies, and VP, Finance & Corporate Strategy at Thrive Market for nearly four years as it grew from $25MM to over $200MM in revenue. She also spent time at The Bouqs Company, a DTC floral retailer, and co-founded a startup that focused on educational software used by speech language pathology practitioners and patients.

Prior to joining the startup world, Jen spent the early part of her career in transactional finance, including distressed debt and investment banking. Her pedigree in DTC consumer businesses and finance makes her a strategic, data-driven leader who natively understands the constantly-changing digital landscape. Having worked with several great leaders in the past,

Jen prides herself on being a strong mentor that seeks to get the best out of her team. Her past experiences working with high-growth, distressed, and mature companies has allowed her to understand the strategic decisions that must be made at various stages of a company’s lifecycle.