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
This role acts as a critical strategic bridge, translating Penfolds’ luxury brand strategy, NPD and luxury experience into scalable, customer-centric enablement toolkits and high-net-worth (HNWI) business development initiatives. By deploying data-driven CRM models and forging premium lifestyle partnerships, the position secures strong private-client conversion, luxury distribution networks, and D2C sell-through across Greater China.
Luxury Enablement & Customer Programs
- Translate brand initiatives, NPDs and campaign platforms into premium and scalable trade and customer toolkits and activation frameworks that drive execution excellence across channels and markets.
- Develop scalable luxury enablement programs that amplify brand campaigns and drive consumer recruitment, engagement and sell-through.
- Work closely with Trade Marketing and Commercial teams to ensure brand initiatives are effectively activated across key accounts, distributors and strategic customers.
Develop customer-specific solutions and activation frameworks tailored to channel needs and commercial opportunities.
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Customer Insights & Channel Intelligence
- Partner closely with Sales teams and Business Development Managers to gather channel insights, customer intelligence and emerging market trends.
- Translate customer and channel insights into relevant programs and experiences that address customer needs while maintaining brand integrity.
- Support joint business planning with key customers and strategic partners through insight-led recommendations and activation plans.
Monitor market trends, competitor activities and luxury consumer behaviours to identify growth opportunities. Highly sensitive to luxury consumer behavior and market trends, with a proven ability to anticipate customer needs, lifestyle shifts, and purchasing motivators of High-Net-Worth Individuals (HNWIs).
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CRM & Consumer Data Management
- Lead the development and optimization of CRM capabilities and loyalty initiatives to strengthen consumer relationships and lifetime value.
- Manage consumer database governance, segmentation and analysis to generate actionable insights and improve decision-making.
- Leverage data analytics to evaluate consumer engagement, campaign effectiveness and ROI.
- Collaborate with Digital and E-commerce teams to deliver seamless omni-channel consumer journeys.
- Design and lifecycle-manage consumer value-added services, multi-tier loyalty benefits, and bespoke experiential rewards that enhance the private client value proposition.
- Formulate tailored consumer communication frameworks, copywriting guidelines, and scriptings across high-touch channels (e.g., WeChat, 1-on-1 private client outreach) to deliver a consistent, elevated luxury tone of voice.
- Oversee the optimisation of the WeChat ecosystem (Mini-programs/SCRM) to enhance private domain traffic, drive personalized consumer journeys, and maximize customer lifetime value (LTV).
Ensure strict compliance with China's data privacy regulations across all consumer data collection, storage, and loyalty initiative
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Luxury Partnerships & Ecosystem Development
- Build and manage strategic partnerships with lifestyle platforms, hospitality groups and corporate partners to enhance brand visibility and consumer engagement.
- Identify new partnership opportunities that elevate brand credentials and create distinctive luxury experiences.
Work cross-functionally to develop commercial partnership frameworks that deliver mutual business value and long-term brand equity.
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Consumer Experience & Event Management
- Develop and deploy scalable luxury experiential toolkits, event frameworks, and lifestyle activation guidelines that empower commercial teams to execute local clienteling events independently.
- Define brand governance standards and operational templates for consumer experiences, ensuring consistent luxury storytelling without direct involvement in day-to-day on-site event logistics.
- Support the execution of exclusive customer events, private client experiences and loyalty activations when needed.
- Ensure all experiences consistently reflect brand standards and deliver exceptional consumer engagement.
- Drive OMO (Online-Merge-Offline) integration of offline luxury consumer experiences with online data capture, ensuring seamless clienteling journeys from event engagement to private-domain retention and repurchase
Architect community engagement strategies and direct-to-consumer (DTC) experiential programs that convert regular buyers into highly engaged brand advocates.
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Strategic Luxury BD & Strategic Partnerships
- Proactively source, negotiate, and secure strategic commercial alliances with premium lifestyle and luxury partners to either acquire new HNWI leads, or co-create elevated high-end experience for existing consumers, aligned with the corporate portfolio strategy.
Design creative, non-resource-bearing commercial frameworks with corporate and trade partners that incentivize high-value consumers to cross-shop and enter the Penfolds direct-to-consumer (DTC) funnel.
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Cross-functional Leadership & Governance
- Act as the key interface between Brand Marketing, Consumer Experience, Trade Marketing, Commercial and external partners.
- Ensure brand integrity and consistency across all customer-facing executions and experiences.
- Manage agencies and external vendors to deliver projects on time, on budget and with quality.
Drive continuous improvement in enablement tools, processes and ways of working.
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About you
- Bachelor’s degree in Marketing, Business or related discipline.
- Wine or luxury industry experience preferred.
- Minimum 8 years of experience in luxury marketing, CRM, customer marketing or consumer experience roles.
- Experience working across luxury, FMCG, hospitality or lifestyle sectors.
- Strong understanding of CRM systems, consumer data analytics and loyalty programs.
- Deep familiarity with China’s digital landscape, social CRM tools, and luxury hospitality/lifestyle trends.
- Proven experience managing premium events and luxury consumer experiences.
- Proven experience in Business Development (BD), luxury clienteling partnerships, or corporate account management targeting High-Net-Worth Individuals (HNWI).
- Strong commercial acumen and understanding of customer and channel and consumer dynamics.
- Strong commercial negotiation and pitching skills, with a track record of securing strategic cross-brand alliances.
- Established network across luxury brands, corporate partners and lifestyle ecosystems.
- Excellent stakeholder management and influencing skills.
- Strong analytical mindset with the ability to translate insights into action.
- Excellent project management and execution capabilities.
- Strong communication and presentation skills in both English and Mandarin.
- Entrepreneurial mindset with the ability to work in a fast-paced environment.
- Exceptional interpersonal and communication skills, with a demonstrated ability to manage diverse stakeholders and maintain strong relationships within a fast-paced, matrix organization
- Strong aesthetic sense and understanding of luxury clienteling, with the ability to design high-value experiential assets from scratch
Ability to build structured, easy-to-implement trade marketing toolkits and scalable training modules rather than relying on bespoke event creation.
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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
- 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. e.
It takes all varietals!
Just like the wide range and variety of brands in our wine portfolio, TWE embraces diversity and is proud to be an equal opportunity employer. At the 2025 AWEI awards we were appointed Gold Status, acknowledging our pride in diversity! All qualified applicants will receive consideration for employment without regard to race, colour, religion, sex, sexual orientation, gender identity, age, national origin or on the basis of disability. If you require any assistance to be included in our process, please contact [email protected], quoting the job title and reference number.
How to apply
We move fast at Treasury Wine Estates when we find the right fit, so, if this sounds like the role for you, don’t miss out and apply today!
