Senior PR Manager

About the role

Reporting to Penfolds Global Head of PR, Partnerships and Sustainability, this role provides global leadership to Penfolds regional markets to ensure clear and consistent direction.

 This role has a focus on message development, brand protection (reputation) and luxury brand positioning.  A highly dynamic and fast paced role, this position also leads the global strategy for Penfolds Influencer programs and select partnerships. 

Note: This is a 12-month parental leave cover contract role


* Drive the development of the PR and Partnerships strategy and programming


* Responsible for the effective and efficient management of assigned PR and Partnerships Budget


* Drive partnership campaigns and collaborations, with the goal of building and elevating Penfolds luxury brand image with external stakeholders; media, influencers, wine critics, end consumers, trade customers and internal stakeholders; employees 


* Alongside Penfolds Global Head of PR, Partnerships & Sustainability - Lead, motivate and influence the PR teams around the world towards achieving the objectives, strategies and KPIs set for the brand.

Including one direct report based in the Melbourne office. 


* Drive Penfolds Global Launch events including agency management and event direction

About you

We are searching for a creative and strategic thinker to be able to co-create and implement the global PR and Partnership strategy.

You are a clear and confident communicator who can build and nurture strong relationships and work with cross-functional teams.


* Experience in brand communications or working in a public relations/agency or related business environment 


* Passion for the luxury industry, with strong understanding and experience in luxury brands, consumer lifestyle (wine/F&B experience preferred) 


* Demonstrated skills, knowledge and experience in the design, delivery and execution of strategic and creative (brand and/or corporate) campaigns


* Deep understanding of respective markets media landscape required


* Excellent PR pitching and copywriting skills, including brand marketing knowledge required


* Proficient skills set in budget controls, evaluations, analytics, and interpretation 


* Strong project management & planning skills; excellent time-management skills and ability to manage cross functional demands

What’s in it for you


* AFR Boss Best Places to Work Top 10 Manufacturing and Consumer 2023


* Access to the world’s most admired wines through our employee product allowance


* Flexible/hybrid environment to empower you to be your best


* Global opportunities across Australia & New Zealand, the US, Asia, UK/Europe


* Opportunity to build a career across multiple functions (we’re really good at doing this!)


* Structured development programs to support your health, wellbeing and career


* “TWEforME Day” – an additional day of leave each year, for you ...