We are a small but mighty team of thinkers, dreamers, and doers.
Michelle Lipa
As founder of TRIG Collective, Michelle leads all aspects of communications, drawing on nearly two decades of experience across non-profit, consumer, and business-to-business brand strategy and public relations. Most recently, she served as Communications Manager for the Thomas Keller Restaurant Group, where she oversaw media relations, social media, brand strategy, content development, and the creation and management of multiple brand websites.
Before relocating to Napa Valley, Michelle was a partner at Black Twig Communications, where she spent eight years helping clients strengthen their presence across highly competitive industries including hospitality, technology, healthcare, retail, and real estate. A St. Louis native, she was named to the St. Louis Business Journal's "30 Under 30" Class of 2011 and holds a Bachelor of Arts in Communications from Fontbonne University.
Haley Murray Robinson
Haley supports brand strategy, social media, and media relations for TRIG Collective’s roster of clients, bringing nearly a decade of experience in digital marketing and communications within the food, wine, and hospitality space. She holds a Bachelor of Arts in Spanish Language from Mount Holyoke College and certifications in Spanish, French, and WSET Level 1.
Her work spans brand development and communications strategy, with an emphasis on creative storytelling. Haley’s role includes art direction, content creation, community management, influencer partnerships, and event production, where she brings a detail-oriented, collaborative, and intentional approach to building brands and fostering meaningful connections.
Audra Chapman
Audra brings 20 years of experience in the wine industry to TRIG Collective, with a career rooted in building meaningful partnerships and elevating nationally recognized brands. Her background includes leadership roles including Wine Director for multiple restaurants, as well as Director of National Sales, Director of Private Clients, and Director of Hospitality for several Napa and Sonoma-based wineries.
In 2016, Audra and her husband Matt founded Newfound Wines. She is known for her unique ability to forge authentic connections, develop thoughtful brand and communications strategies, and deeply understand the operational and storytelling needs of organizations within the food, wine, and hospitality space.
Audra holds a Bachelor of Arts in Public Relations with a minor in dance, and is a certified 200-hour yoga instructor.
Lauren Strojny
Lauren brings more than a decade of experience in the wine industry to TRIG Collective, with a background spanning direct-to-consumer leadership, brand strategy, and creative storytelling. A CalPoly graduate with a degree in Agricultural Business and a minor in Wine & Viticulture, she began her career at Calera Wine Company before spending five formative years in Paso Robles working with standout names like Booker, My Favorite Neighbor, and Adelaida.
She’s worn every DTC hat—tasting room manager, wine club lead, e-commerce strategist, and event producer—before diving into the production side and co-founding SOUNDS Chardonnay with her partner Jason. Originally from rural Pennsylvania, Lauren brings a creative, energetic sensibility to her work at TRIG, delivering bold ideas and thoughtful execution to every brand she touches.
Carrie Nelle Burgin
Carrie Nelle brings nearly two decades of design leadership to TRIG Collective, with a career spanning the beauty, wine, and food industries. A Carnegie Mellon University graduate with a BFA in Communication Design, she began her career in Los Angeles working under beauty visionary Ben Bennett and later served as Art Director at Hatchbeauty Brands, where she developed impactful branding and packaging for major retailers.
In 2015, Carrie Nelle relocated to Napa Valley, applying her beauty industry expertise to the wine world. Today, she crafts intelligent and visually compelling design solutions. Specializing in branding and identity development, packaging design, and all things print, Carrie Nelle is dedicated to elevating brands through thoughtful storytelling and beautiful execution.