Elsa Macdonald was a management consultant in the telecom and financial sectors until 2003, when she heeded the call to pursue her passion for wine and changed careers. Now Director of Wine Education at Arterra Wines Canada, Elsa shares her knowledge and zeal for wine with sommeliers, WSET Diploma students and trade professionals across the country. She serves on the national board of directors for the Canadian Association of Professional Sommeliers and is certified by the same body. When she isn't teaching or tasting you can find Elsa exploring the world’s wine regions where she continues to cultivate her experiences and engage others in her passionate pursuits. Elsa also holds a master of science (telecom) from Syracuse University, New York and a bachelor's degree from Ryerson University, Toronto.

Primary area(s) of work: Trade, Strategy, Communication

Industry sector(s): Project management, Events, Marketing, Sales, Educator, Wine judge, Wine business strategy

Wine region expertise: Canada, Bordeaux

Market expertise: North America, Canada

Specialisms: Marketing wine, Identifying and meeting consumer demand, Direct to consumer, Events, Food and wine pairing, Branding, Training, Digital communications, Ecommerce, Education, New business development, Wine judging