Lobos 1707 leadership

Founder, Chief Creative Officer

Diego Osorio, an actor and documentarian, is the Founder and Chief Creative Officer of Lobos 1707. He is the descendant of the Lobos 1707 legacy and the driving force behind the recreation of the original recipe. Diego drew from his design and filmmaking background to create a visually compelling brand that encompasses the Lobos 1707 story. With Lobos 1707, his goal is to create a brand that encourages unity, legacy, and authenticity, and represents the endangered subspecies of humans who are intentional, audacious, and balance the art of being unapologetically genuine while still caring for the greater good of the pack.

President and COO

Carlos Vigil is the President and COO of Lobos 1707. He brings over 15 years of executive experience in the wine & spirits industry. Carlos has a proven track record of driving impactful growth strategies and elevating sales and marketing effectiveness while building high-performing teams and operating models. Previously, Carlos was the SVP & General Manager of Digital Sales & Marketing at Southern Glazer's Wine & Spirits. He was also a consultant at McKinsey & Co. and an attorney at several major law firms.

Chief Financial Officer

Pranay Naik is Chief Financial Officer of Lobos 1707. He has been with the company since inception and has been actively involved in all aspects of the business from case one. Pranay brings more than 16 years of finance and accounting experience with companies of varying sizes from venture to publicly traded organizations. Prior to Lobos 1707, he was the CFO of the BRN Group, Director of Finance at BlackShire Capital, Director of Finance at Tuckamore Capital Management and a Manager in the assurance and advisory groups at Ernst & Young Toronto.

Chief Legal Officer

Jerry Dinallo is the Chief Legal Officer of Lobos 1707. He brings over 25 years of experience across the beverage alcohol, manufacturing, distribution and retail industries. Jerry has helped companies navigate complex regulatory and compliance issues, brand development, acquisitions, supply chain challenges, and e-commerce. Throughout his career, Jerry has held executive positions at companies including Diageo and Pernod Ricard

VP Consumer & Digital Marketing

Joanna Darst is the VP Consumer & Digital Marketing for Lobos 1707. She brings over 15 years of experience in beverage alcohol, retail and restaurant industries. Joanna is a commercially-minded brand builder and a Modern Marketing expert. Previously, she held various leadership positions at Brown Forman, MolsonCoors and Vans. She is also a board member, speaker, and facilitator on topics such as digital transformation, modern marketing and media, driving commercial impact and leading change.

VP Trade Marketing & Strategic Partnerships

Elaine King is the VP, Trade Marketing and Strategic Partnerships for Lobos 1707. Bringing over 20 years of experience in the beverage alcohol industry, Elaine has deep expertise in both Sales and Marketing. Elaine is a graduate of Columbia Business School's CMO Program and has held a variety of leadership roles at Pernod Ricard and Southern Glazer’s Wine & Spirits. Her expertise lies in connecting above the line strategies and activations through to retail and the on premise.

Vice President of Broad Market Sales

Joel Selesnick is the VP Sales for Lobos 1707. He is a 25-year veteran of the spirits industry with deep expertise in the tequila category. Joel has a proven track record of scaling successful brands and elevating Sales effectiveness. Prior to joining Lobos 1707, Joel held a variety of leadership positions at Patron Tequila and Celaya Tequila.

Vice President of National & Strategic Accounts

Frank Shulman is the VP of National & Strategic Accounts for Lobos 1707. He brings 20 years of experience in the beverage alcohol and hospitality industries, including rich experience in the tequila category. Frank has a demonstrated history of forging successful commercial partnerships and growing challenger brands, such as Codigo 1530 Tequila where he was a Director of Sales. Prior to joining Lobos 1707, Frank also owned his own Arizona based wine distribution company before shifting brand-side, joining J. Lohr Vineyards and Wines.