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.