About us

　　Treasury Wine Estates (TWE) is a premium focused, global leader in wine with strong positions in key global markets, supported by an unrivalled global footprint, business model, award-winning premium brand portfolio and a talented global team of over 2,500 people. Listed on the Australian Securities Exchange (ASX), we know that it’s the thinkers, makers and doers who have the most impact as we strive towards being recognized as the world’s most admired premium wine company.

　　TWE is the largest exporter of Australian wine to Asia, with our brands – especially Penfolds, Wolf Blass and Wynns - increasingly well known in the region’s more established wine markets. We have exciting plans in place to develop our Country of Origin offering with recently released wines from the US, France and Chile.

　　For more information, please visit www.tweglobal.com

　　What’s in it for you

　　Attractive remuneration and healthcare benefits

　　20 days of paid annual leave per year

　　Flexible work arrangement to support your wellbeing

　　Outstanding career development opportunities to realise your full potential

　　Collaborative and inclusive culture where people and performance thrive

　　About the role

　　The Direct to Consumer and Digital channel are two of the largest identified growth avenues for Penfolds in the next 5 years. This role is critical in providing visionary leadership for the thinking, planning and execution for Penfolds DTC channel, digital and GTR in China.

　　Direct to Collector

　　Work with sales team to develop and execute a consistent private client strategy (concierge service) to drive brand affinity, loyalty and revenue. Inclusive of personalisation, immersive virtual and physical experiences and portfolio mapping (work with brand team to develop).

　　Develop a Penfolds club strategy inclusive of campaign planning and execution (direct comms, messaging, events, portfolio mapping).

　　Deliver highly immersive consumer experience for local activation and event inclusive of visibility assets, messaging, product showcasing, PR comms.

　　Explore opportunities to improve DTC offering.

　　Support branded store/vats retail experience and publicity – driving both credentials and maximising attendance/consumer spend.

　　Brand Retail Strategy

　　Develop long term strategy for Penfolds Brand Retail offerings. Facilitate execution of plan with team.

　　Ongoing strategic review and planning to maximise equity and NSR against the current Penfolds Stores (currently China only) as well as other direct retail experiences (Penfolds GTR airport & Hainan) inclusive of visibility toolkits, asset development, experiences, portfolio mapping.

　　Create the vision, strategic plan and lead the subsequent implementation of future Penfolds flagship stores, within China. This includes potential vineyard cellar door operations and physical retail outlets.

　　Cellar Doors

　　Lead the overall strategy and financial delivery of Penfolds venue hospitality at future China cellar doors, ensuring exceptional consumer experiences, and the development of brand love with consumers for Penfolds.

　　Maximise long term consumer value through recruitment to Penfolds loyalty programs to contribute to the delivery of brand ambitions.

　　Coach, motivate and develop a diverse team of permanent full-time, part time and casual staff across these locations

　　Consumer Experience: events and wine education

　　Design and deliver high end luxury consumer events in partnership with commercial sales team to actively engage and recruit Penfolds consumers and customers

　　Responsible for leading high quality wine education experiences through a network of Penfolds Brand Ambassadors

　　Website

　　Ongoing management of Penfolds.com China interface and page. Inclusive of UX, content and asset management, data and analytics (working with IT), support e-commerce solutions, integration of campaigns and large scale events (ie Recorking Clinics).Ecommerce

　　Work with e-comm team to create an immersive e-commerce experience for consumers that delivers an omni channel Penfolds approach, and the epitome of new luxury codes. Digital Experiences

　　Deliver an omni channel consumer journey – merging online with offline seamlessly and adopting cutting edge technology to immersively engage, educate and recruit consumers behind Penfolds.

　　Create the vision, strategy and implementation plan for an innovative digital Penfolds consumer experience within the metaverse / web 3 environment. Establish a metaverse roadmap to capture opportunities and phase activities aligned with Penfolds digital strategy.

　　Create the vision, strategy and implementation plan for Penfolds NFT approach to provide innovative experiences attracting and retaining new and existing consumers.

　　GT

　　Develop the marketing strategy, planning and execution for the GT channel.

　　GT is a brand building channel. This role must create immersive consumer experiences that recruit new consumers to the brand, in innovative and ownable ways.

　　Work with the product team to ensure appropriate portfolio mapping for the channel, inclusive of limited release products that build equity and drive profit.

　　Create and execute compelling activation plans that are in line with global programming, living up to the principles of consistency, discipline and efficiency.

　　Work with sales team to ensure overall plans deliver the commercial target for us and our customers.

　　Agency Management

　　This role will be highly involved with the management of agencies and will be responsible for inspiring innovative thinking.Commercial Success

　　Work with sales team to ensure we have the right DTC, channel digital strategy and GT execution plans in place to deliver agreed commercial outcomes.

　　Responsible for management of A&P budgets to deliver brand goals with optimum efficiency and ROI

　　About you

　　Bachelor degree in marketing or business

　　5-10 years experience in consumer goods

　　Luxury experience or an aptitude for luxury goods

　　Visionary / foresight to create a world that does not exist today

　　Ability to create simplicity out of complexity

　　Digital experience – ecommerce, analytics, CX, immersive

　　Stakeholder management – listening, collaborating, influencing

　　Commercial Acumen

　　Ability to get things done – on time/in budget

　　Ability to inspire and build a team around a common vision and financial goal.

　　Culture

　　We bring our whole selves, we’re courageous and we deliver together – that’s our DNA. We’re a passionate bunch who enjoy working together, like to have fun and keep things down-to-earth. We’re brave enough and care enough to have the right conversations to get the best outcome and are famous for our can-do attitude. We’re definitely “glass half full” people and see challenges as opportunities and move with pace to achieve our goals.

　　If you’re ready to help us be the world’s most admired premium wine company, please apply now!

　　Inclusion and Diversity

　　Just like the wide range and variety of brands in our wine portfolio, TWE embraces diversity and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin or on the basis of disability. If you require any assistance to be included in our process, please contact [email protected], quoting the job title and reference number.

　　How to apply

　　We move quickly at TWE and continually review applications, so if you don’t want to miss out, apply today.

　　Please note that cover letters are not required (we really mean this!) All applicants will receive an email to invite them to complete online assessments that will cover three areas: personality profile, cultural fit and a cognitive assessment. The assessments should take around 30 minutes in total and you will be able to download a report at the end of it. We will then be in touch ASAP to update you on how your application is progressing. We ask you to try to complete the assessments ASAP – ideally within 24 to 48 hours.

　　Note that we prefer to deal with you directly; we haven’t briefed a recruitment agency on this role and won’t be accepting CVs through any recruitment agency, so please apply directly.