Education and Category Development Manager

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.

About the role:

The Education and Category Development Manager plays a leading role to enhance brand visibility and engagement by overseeing a team of in-house BA to deliver impactful customer and consumer education and social content creation, and on the other hand, drive strategic direction and explore new opportunities to dramatically elevate brand accessibility and positioning.

A: Educational Strategy Formulation
1.    Redefine and elevate Penfolds’ education framework by boldly reimagining its formats, promotional strategies, and resource utilization.

Develop an innovative and integrated approach that seamlessly blends online and offline experiences, ensuring annual relevance and impact.
2.    Lead, mentor, and empower an in-house Brand Ambassador team to architect a compelling and market-specific Penfolds education program.

Craft targeted strategies that align with portfolio and channel dynamics, strategically amplifying brand visibility and consumer experience across key markets.
3.    Oversee and direct the execution of brand ambassador-led events, tastings, and promotional activations, ensuring each initiative embodies Penfolds’ brand excellence and enhances consumer engagement.
4.    Set and track key performance metrics for the brand ambassador program, conducting regular performance reviews and KPI analysis to optimize effectiveness.
5.    Act as a thought leader and spokesperson, representing Penfolds at key industry events, media engagements, and global conferences to reinforce the brand’s authority and influence.
6.    Proactively identify, cultivate, and empower a network of high-potential external talents (TTT), positioning them as influential brand advocates to amplify the Penfolds story and portfolio education. 
7.    Drive innovation and differentiation within the brand ambassador program by boldly challenging conventions and pioneering new engagement models.

Establish Penfolds as a thought leader and benchmark in brand education, setting new standards of excellence in the marketplace.

B: Strategic Project Management
8.    Spearhead the planning and execution of high-impact brand initiatives, including transformational retail store enhancements, flagship store development, and immersive brand experiences that elevate Penfolds' market presence and consumer...