We are a small but mighty team of thinkers, dreamers, and doers.
Michelle Lipa
As founder of TRIG Collective, Michelle takes the lead on all things communications with nearly two decades of experience in non-profit, consumer and business-to-business brand strategy and public relations. Most recently, she served as the communications manager for the Thomas Keller Restaurant Group, where she was responsible for media relations, social media, brand strategy, content development and documentation, as well as the new development and content management of multiple websites.
Prior to moving to Napa Valley, Michelle was a partner at Black Twig Communications, where she worked with a variety of clients during her eight-year tenure enhancing their presence in the competitive industries of hospitality, technology, healthcare, retail and real estate. A St. Louis native, Michelle was recognized as one of the St. Louis Business Journal's "30 Under 30" Class of 2011, and she holds a Bachelor of Arts degree in Communications from Fontbonne University.
Haley Murray Robinson
Haley is Michelle’s right hand, assisting and managing brand strategy, social media, and media relations for TRIG’s clientele. She graduated with a Bachelor of Arts degree in Spanish Language from Mount Holyoke College, and holds certifications in Spanish, French, and WSET Level 1. Haley has nearly a decade of experience in digital marketing, social media management, and media relations in the food, wine, and hospitality space. Her expertise lies in brand development, communications strategy, creative storytelling, art direction, content creation, community management, influencer partnerships, and event production.
Audra Chapman
Audra joins TRIG with 20 years of experience in the wine industry. Much of her wine career has involved partnering with national brands to increase their sales and boost brand awareness. Her roles have included Wine Director of multiple restaurants; as well as Director of National Sales, Director of Private Clients, and Director of Hospitality for numerous Napa and Sonoma-based wineries. In 2016, Audra and her husband Matt established Newfound Wines. Audra’s strengths lie in personal connection, brand and communications strategy, and a deep understanding of an organization's needs in the food and wine space.
Audra holds a Bachelor of Arts degree in public relations with a minor in dance, and is a certified 200-hour yoga instructor.
Billie Adamick
Billie joins the TRIG as an expert in all things operational. As a former Director of Operations for a luxury transportation and concierge service, Billie is driven by details and strategic thinking. With nearly a decade of hospitality experience, she brings a unique understanding of the luxury landscape in both service and sales.
Originally from the Midwest, Billie and her partner Jarred enjoy calling Napa Valley home. In her free time, you can find her unwinding at a local spa or sunbathing with her two Dalmatians, watching Jarred surf on the Sonoma Coast.
Lauren Strojny
Lauren brings over a decade of experience in the wine industry to TRIG, with a background that spans DTC leadership, brand strategy, and creative storytelling. A CalPoly graduate with a degree in Ag Business and a minor in Wine & Viticulture, her career began at Calera Wine Company before spending five pivotal 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. Originally from rural Pennsylvania, Lauren’s creative drive and early love for wine fuel her work at TRIG, where she brings bold ideas and big energy to every brand she touches.