Regional Marketing Lead

2 weeks ago

Singapore Treasury Wine Estates Full time

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, Chile and South Africa.


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


To lead the regional marketing organisation for the regional business unit of TPB, through the delivery and implementation of the global brand plans that powerfully connect with consumers, shoppers and customers to drive top-line brand growth and EBIT (Brand contribution).

To further develop and implement regional activities as needed to ensure overall business ambition is met. Strong portfolio and commercial leadership as member of the regional commercial LT and wider global marketing LT.

Key Responsibilities/ Accountabilities:

1. Brand/Portfolio Responsibility

  • Commercial/Activation responsibility for total TPB portfolio within region.
  • Strategy and plan development of the defined Regional Icons portfolio of brands.

2. Global Brand Plan Delivery and Execution

  • Responsible for providing the local insights as input to the global strategic plans across the global priority portfolio of brands.
  • Responsible for leveraging global brand plans to maximise ROI and efficiency ensuring that the global plan activities are adapted and executed in the region to support achievement of the global brand plan and are implemented in line with the global brand guidelines.
  • Delivery of Global Activation programs as defined by global brand teams: delivering outstanding consumer, trade and media experiences to support the relevant brands.
  • Responsible for delivering the 5 year regional plan to complement the global plan delivery '" prioritised regional brands to deliver results / performance in collaboration with regional commercial team and Global Portfolio planning team (defined seed brands).
  • Responsible for developing the complete regional Portfolio and Brand plans through development and definition of channel/market segmentation and identification of strategic priorities for the portfolio in the region.
  • Leverage global brand plans to maximise ROI and efficiency.
  • Delivery of brand partnership programs in region inclusive of negotiations (where appropriate) and delivery of experiences in line with brand vision.
  • This role will be involved with the management of agencies for regional delivery and will be responsible for inspiring innovative thinking.
  • Accountable for the identification of market opportunities and consumer / shopper insights to develop powerful initiatives.
  • Responsible for management of Regional A&P spend for the portfolio of brands.

3. Regional Strategy, Planning, Development and Implementation

  • Responsible for leading the regional Marketing team
  • Shopper, Brand, Public Relations and Digital to deliver the short, medium and long term plan including regional innovation, pricing, target channels, product strategy (design & specify of full product range of individual wines within a brand) activation plans and resource allocation that results in competitive advantage within the regional market.
  • Responsible for ongoing engagement with the regional markets, shopper, category and sales teams to identify issues and opportunities for both long term and short term success.
  • Accountable for the development of the brand positioning and brand architecture (ranges, additions, deletions, exclusives, pack configurations, sizes) for the prioritised regional brands (focus : Wolf Blass, Lindeman's and Rawsons' Retreat).
  • Accountable for the development of the regional innovation plan (as needed and with the focus on the brands above) and associated budget by identifying consumer opportunities and by working closely with the supply organisation and global innovation team.

4. Commercial Leadership

  • Be the clear marketing lead, supporting sales teams with regards to customer interface and engagement.
  • Responsible, with strong commercial leadership, to deliver the region plan and P&L objectives, ensuring both brand and portfolio

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