Paso Robles Wine Country Alliance executive director Stacie Jacob is stepping down to open a new lifestyle marketing firm in Paso Robles, and the search is on for a new director.

Jacob has directed the Paso Robles Wine Country Alliance — a 500-member cooperative marketing organization representing wineries, growers and businesses in Paso Robles wine country — for the last seven years. Under her lead, the alliance helped forge recognition for the Paso Robles American Viticulture Area (AVA).

The alliance grew out of the Paso Robles Vintners and Growers Association, which formed in 1992. Jacob oversaw the organization’s name change; helped to enact state legislation to keep the words “Paso Robles” on bottles of wine from sub-appellations of the Paso Robles AVA; and started grand tasting tours to send Paso Robles winemakers on the road to establish connections in other markets, among other accomplishments.

Jacob will leave the Alliance on Aug. 1, and will assist with the transition to a new executive director.

“I believe change is important, for my own personal career growth and for the association. I feel proud of the structure we have put in place,” Jacob said.

Her SolTerra Strategies will focus on clients rooted in a sense of place, such as wine, food and tourism experiences, Jacob said.

At first, she will work out of her home to build SolTerra and gather clients.

A 10-member search committee will help select a new executive director.