About the role

To educate & share the narrative of the TWE brands & wines in particular Penfolds to strengthen engagement across internal stakeholders, distributors, customers, consumers & media. Driving profitable growth & distribution of the focused portfolio whilst growing, enhancing & protecting brand awareness & equity.

Brand & Wine Education:

• Lead training, education & immersion across China

• Develop & implement customer & region specific education & training programs to ensure regional & customer goals are meet.

• Ownership in the development & delivery of brand training tools & practices used by consumers & trade.

Consumer Events & Public Relations:

• Support the execution & delivery of localized events & public relations initiatives as the brand Representative; becoming the face of the brand in the absence of winemakers.

• Develop & support strategic luxury brand activation as agreed with local field managers & the Penfolds brand manager.

• Livestream & short video content input, production involvement and hosting for such occasions

Business Development Support:

• Support the sales team identified growth opportunities within key segments & customers.

• Work with relevant sales & marketing contacts to ensure identified opportunities are successfully converted & then tracked.

• Support local agents & sales representatives to identify & win significant sales & contracts, via brand engagement & education.

• Work with sales team & key influencers to create events or partner with existing events to assist in achieving brand ambitions within the region.

Regional Sales Team Liaison:

• Develop & maintain strong relationships & levels of influence with the local sales team.

• Work hand in hand with sales leadership to ensure brand goals & ambitions for region & customers are effectively planned for & executed.

• Partner with the sales & local market distributors to identify SKUs requiring development & depletion support.

• As requested by the sales team; develop & manage existing brand relationships with key distributor contacts & important image/prestige accounts, “hand-selling” Penfolds Luxury portfolio.

• Work with sales to develop scorecards to measure local market success & report back to brand team on program activation & regional support.

• Work with sales team requirements to attend priority meetings where education & brand engagement is required.

Customer/Consumer Contact:

• Act as lead contact for top priority collectors that wish to create a personal relationship with the winery, nurturing those relationships to increase DTC wine sales as the Cellar Club evolves & requires additional support.

Market Analyst:

• Report back to on local market conditions to assist with strategic planning, identifying markets that require support.

• Stay ahead of trends & changes in the marketplace ensuring all information is fed to brand, sales & marketing teams.

About you

• Minimum Level 3, preferred WSET L4

• Advanced wine knowledge & or winemaking background.

• Focused wine related institutions.

• Hospitality background which encompasses a business degree.

• Strong inter-personal skills.

• Exceptional communication skills.

• Ability to think creatively & challenge status quo.

• Ability to quickly adapt & take ownership in start-up type environment.

• Ability to understand & manage to superior financial returns.

• Min 5 years’ experience in the trade either with Wholesaler or suppler management.

• Have a proven track record in on-premise sales & educational expertise.