Senior Brand Manager
About us
Treasury Wine Estates (TWE) is one of the world’s largest wine companies. 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 and fuels our vision to become the world’s most desirable luxury wine company – 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
The Senior Brand Manager is responsible for leading the development and execution of brand strategies that drive growth, profitability, and brand equity in the China market. Partnering closely with global, commercial, sales, and agency teams, this role delivers integrated marketing campaigns, digital initiatives, and innovation projects, leveraging consumer insights and commercial data to achieve business objectives and create impactful brand experiences.
Manage major elements of brand activities for China, and work with guidance from Marketing Manager to:
Strategy and planning:
• Input into portfolio, priority market and channel plans from a brand perspective
• Develop annual brand plans, in consultation with key commercial, marketing and supply stakeholders
• Work with commercial partners to project financial and demand plans (volumes, pricing, portfolio mix, A&P investment) for brand
• Collaborate with global brand teams and commercial partners to develop direction of brand
• Work with commercial partners to support sell through and profit maximisation of allocated products
Brand management and campaign development:
• Leverage consumer, shopper, and commercial insights to drive brand plans and through-the-line campaign development
• Influence the development of global big ideas with local market requirements
• Localise global campaign materials where necessary (with a bias to utilising existing assets)
• Ensure that campaigns are delivered on time, on budget and with quality;
• Assess the efficacy of campaigns via metrics-led reviews and adjust accordingly
Digital and Influencer marketing:
• Plan digital marketing campaigns, including web, SEO/SEM, email, social media and display advertising
• Maintain our social media presence across all digital and social channels
• Measure and reporting on the performance of all digital and social campaigns
• Identify trends and insights, and optimize spend and performance based on the insights
• Collaborate with internal teams to create landing pages and optimize user experience
• Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
• Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
Product and Innovation:
• Interact with sales, trade marketing, and logistics on stock management for China
• Leveraging insights and / or global initiatives, drive innovation that will resonate and grow profits in China
• Work with the insights team on developing and executing local insights briefs
Agency and Budget Management:
• Provide input to a clear and comprehensive annual scope of works for creative and media agencies
• Develop high quality briefs and hold agencies accountable for delivering against these
• Provide clear, consolidated, timely feedback to guide agencies responses
• Ensure that spend is managed within budgets and that PO’s and invoices are raised as per policy
Influencing Consumers, Customers, Distributors and KOLs:
• Work closely with Trade marketing teams and sales teams to fully activate brand plans within channels and accounts
• Work closely with the sales team, be a strong brand advocate. Key activities will include hosting lunches, tastings and meeting with buyers, owners and journalists
• Participate in sales activities including Key Account Teams, customer meetings and consumer events
• Deliver flawless events (leveraging key regional and global sponsorships where applicable) and leverage via PR, social and trade marketing
About you
• Minimum of 5 years Brand Management experience at a Senior Brand Manager or Brand Manager level preferably in luxury environment; wine and spirits industry highly desirable
• Tertiary education in Marketing, Business highly desirable
• Wine knowledge desirable
• Luxury knowledge desirable
• Previous wine certification would be an important attribute but above all a passion for wine will be required.
• Experience working within luxury environment with the ability to multi-task
• Experience “selling” to retailers, distributors or the on premise market would be desirable
• High computer proficiency in Microsoft Office (Word, Excel, PowerPoint, Outlook), related graphic and design applications and ACNielsen/IRI market analysis tools
• Proficient in leveraging a variety of AI tools to enhance work efficiency and provide effective support
Why you’ll love it here:
Our culture is built on bringing our whole selves, being courageous and delivering together – it’s our DNA and the heart of who we are at TWE.
We prioritise your growth with access to global career opportunities and structured programs designed to support your health, wellbeing and career development.
Enjoy the world’s most desirable wines through our generous employee product allowance
20 days annual leave, medical insurance, quarterly wine allowance
Plus, you’ll get an extra day off each year with your “TWEforME Day” – a day to spend however you choose!
We offer a range of great benefits such as flexibility, rewards and discounts and health and wellbeing initiatives. To find out more, click here.
It takes all varietals!
At TWE, we proudly celebrate diversity and are committed to being an equal opportunity employer. Our goal is to build a workforce that reflects the diversity of the consumers who enjoy our products.
All qualified applicants will be considered for employment regardless of age, race, colour, religion, gender identity, national origin, or disability. If you require any assistance to be included in our process, please contact recruitment@tweglobal.com, quoting the job title and reference number.
How to apply
We do move quickly at TWE and continually review applications, so if you don’t want to miss out, apply today.