About us

Treasury Wine Estates (TWE) is a premium focused, global leader in wine with strong positions in key global markets, supported by an unrivalled global footprint, business model, award-winning premium brand portfolio and a talented global team of over 2,500 people. Listed on the Australian Securities Exchange (ASX), we know that it’s the thinkers, makers and doers who have the most impact as we strive towards being recognized as the world’s most admired premium wine company.

TWE is the largest exporter of Australian wine to Asia, with our brands – especially Penfolds, Wolf Blass and Wynns - increasingly well known in the region’s more established wine markets. We have exciting plans in place to develop our Country of Origin offering with recently released wines from the US, France and Chile.

What’s in it for you

• Attractive remuneration and healthcare benefits

• 20 days of paid annual leave per year

• Flexible work arrangement to support your wellbeing

• Outstanding career development opportunities to realise your full potential

• Collaborative and inclusive culture where people and performance thrive


About the role

Australian wine business in China resumed in the end of March 2024, and the market desire towards Penfolds has been booming. The new role of the Penfolds Head of Education will, on one hand be leading the in-house BA team to oversee and manage all the educational initiatives, and on the other hand, driving strategic direction and developing new opportunities to dramatically increase the availability, visibility, and activation of Penfolds wines.

Educational Strategy Formulation

• Strategically redefine Penfolds education format, ways of promotion, and all the resources in an innovative and smart way with both online and offline approach on annual basis.

• Lead, mentor and coach a team of in-house BA to develop a comprehensive Penfolds education program, including corresponding strategies for portfolio vs channel, tailor promoting Penfolds wines and enhancing brand visibility across key markets.

• Identify, cultivate and maintain a group of external talents (TTT) who have potential to be Penfolds ‘ambassadors’ for brand story spreading and portfolio education. Guide in house BA team to provide guidance, support, and training to maximize their effectiveness and performance.

• Stay abreast of industry trends, consumer insights, and competitive landscape to inform brand ambassador strategies and initiatives.

Business Development

• Stay connected with the industry, association, government agencies, and keep expanding inter/cross industry connections to identify opportunities to maximise brand exposure, promotion and visibility.

• Be a brand window to identify and select third-party event opportunities to enhance brand reputation and drive sales opportunities.

• Think outside of the box for brand innovation and improvement within the brand ambassador program, driving excellence and differentiation in the marketplace.

Presentation and Communication

• Serve as a brand spokesperson and ambassador at select events, media engagements, and industry conferences.

• Regularly lead effective communication with global brand ambassador and winemaker team on local education project direction alignment and relevant support needed.

• Collaborate with cross-functional teams, including marketing, sales, and winemaking, to align brand ambassador activities with overall brand strategy and business objectives.

Routine Operation

• Define key performance metrics and goals for the brand ambassador program, tracking progress and evaluating success through regular performance reviews and KPI analysis.

• Oversee the planning and execution of brand ambassador events, tastings, and promotional activities, ensuring alignment with brand standards and guidelines.

• Develop and manage the brand ambassador budget, allocating resources effectively to maximize ROI and achieve business objectives.

About you

• Bachelor's degree in Marketing, Business Administration, Hospitality, or related field.

• WSET Level 3 and/or above and equivalent

• Minimum 10-year-experience in Education / Marketing in wine/spirit's field. Strong expertise/professionalism demonstration.

• Knowledge and passion for wine (Australian, French, US, and Chinese wines and Champagne including varietals, major brands and regions)

• High energy, resilient & tenacious

• Extensive experience in developing relationships, dealing with a demanding customer base and managing multiple stakeholders

• Demonstrated experience of delivering on customer needs whilst operating within your company strategy

• Excellent presentation, communication and interpersonal skills, with the ability to effectively engage with diverse audiences and build lasting relationships.

• Strategic thinker with a results-oriented mindset, capable of developing and executing plans to drive brand growth and market share.

• Acute negotiation and influencing skills

• Ability to effectively manage time and prioritise workload

• Proven ability to develop new business over time including setting and progress checking against milestones and targets

• Strong leadership and people management skills, with the ability to inspire, motivate, and empower team members to achieve goals and deliver results.

• Creative problem-solver with a collaborative approach to decision-making and problem-solving.

• Ability to travel as needed for events, meetings, and industry engagements.

• Proficiency in Microsoft Office suite (Word, Excel, PowerPoint).

• Excellent verbal and written English and Chinese level.

其他信息
语言要求：英语、普通话

所属部门：Marketing