Senior Brand Ambassador Penfolds, SEA&NA

About us  

Treasury Wine Estates (TWE) we are proud of our portfolio of brands that have tremendous heritage, rich quality, and a reputation for excellence across the globe.

At TWE we are led everyday by our purpose, Boldly Cultivating.

We are boldly cultivating value through our brands, wine, people & environment for enriched & joyful communities.   

At TWE we cultivate our teams to be their very best.

And in turn, our people push us to make bigger and bolder decisions.

Our focus on Boldly Cultivating unites us as a global team – known for the experiences we create for our consumers, customers, partners, suppliers and our people.  

To learn more about our purpose and our renowned portfolio of global brands, click here.   

About the role

To lead and support our education strategy and growth ambition in priority markets.

Along with the customer, consumer and media facing elements of the existing BA role, this senior position will also work with global teams as well as regional commercial and marketing leads to form BA & education strategy.

Leading BA & Education Team: 


* Create education strategies for the region, aligned with market and brand priorities


* Work with the marketing and commercial leads to ensure activity is aligned with business needs and brand priorities


* Attend cross-functional meetings and work groups to keep up to date with business performance and plan BA activity accordingly


* Work with global marketing and BA teams to keep the regional teams up to date with education materials


* Own and manage the BA T&E and Education budgets in line with finance guidelines and business needs


* Manage the performance and development of the regional BA team

Brand & Wine Education: 


* Own and deliver Penfolds Brand Education for the region with passion, confidence and excellent communication


* Drive knowledge, passion and advocacy with internal teams and customers in line with our sales objectives


* Support depletions of our premium wines (Lux & Ions and Upper Bins) through trade and consumer-focused events


* Ownership of the development & delivery of brand training tools & practices for internal and external teams


* Deliver all BA & education events and materials in line with the global brand standards, messaging and guidelines


* Align the education strategy with the stock allocations and commercial needs of the markets (Premium SKU focus)


* Support the markets in developing commercially successful relationships with premium on and off trade channels and customers (Fine Wine Retail, Premium Hotels, Fine Dining Venues etc)

In Market Activity: 


* Best in class hosting events, masterclasses, trainings & media engagement to drive sales of Penfolds.


* Drive a focus on the Power 5 wines and I&L tiers of Penfolds with internal and external stakeholders. 


* Develop strong relationships with key customers and partners and support their sales ...