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 experience.
9.    Foster cross-functional collaboration by aligning sales, trade marketing, and operations teams around a unified vision, ensuring that every strategic project is seamlessly integrated with broader business objectives and growth ambitions.
10.    Establish and drive clear project roadmaps, defining ambitious yet achievable milestones, budgets, and performance metrics to ensure precision in execution and tangible brand impact.

C: Partnerships & Industry Engagement
11.    Architect and cultivate high-impact partnerships with industry associations, trade bodies, government agencies, and cross-sector collaborators to position Penfolds as an industry leader and expand brand influence.
12.    Drive strategic collaborations and sponsorships that amplify brand exposure across key consumer and trade touchpoints, ensuring each initiative aligns with Penfolds’ luxurious positioning and market strategy.
13.    Lead and negotiate partnership agreements with a long-term, value-driven approach, ensuring mutually beneficial outcomes that drive both brand equity and commercial opportunities.
14.    Orchestrate seamless activation of co-marketing initiatives, sponsorships, and joint campaigns by working closely with creative, digital, and event teams to deliver high-impact brand moments.
15.    Continuously monitor industry trends, competitive activities, and evolving consumer behaviors to proactively identify and capitalize on emerging opportunities for strategic engagement.
16.    Measure and optimize partnership effectiveness, leveraging insights and performance data to refine future collaborations and maximize business impact.

About you:

1.    Minimum 10-year-experience in brand Education / Marketing and category development or strategic partnerships, preferably in the wine & spirits, luxury, or FMCG industries. Strong expertise/professionalism demonstration.
2.    Knowledge and passion for wine (Australian, French, US, and Chinese wines and Champagne including varietals, major brands and regions)  
3.    High energy, resilient & tenacious   
4.    Extensive experience in developing relationships, dealing with a demanding customer base and managing multiple stakeholders
5.    Experience in navigating highly competitive markets, driving brand differentiation, and influencing key decision-makers
6.    Demonstrated experience of delivering on customer needs whilst operating within your company strategy
7.    Excellent presentation, communication and interpersonal skills, with the ability to effectively engage with diverse audiences and build lasting relationships.
8.    Strategic thinker with a results-oriented mindset, capable of developing and executing plans to drive brand growth and market share.
9.    Acute negotiation and influencing skills
10.    Analytical and data-driven approach
11.    Ability to effectively manage time and prioritise workload
12.    Proven ability to develop new business over time including setting and progress checking against milestones and targets    
13.    Strong leadership and people management skills, with the ability to inspire, motivate, and empower team members to achieve goals and deliver results.
14.    Creative problem-solver with a collaborative approach to decision-making and problem-solving.
15.    Ability to travel as needed for events, meetings, and industry engagements.
16.    Proficiency in Microsoft Office suite (Word, Excel, PowerPoint).
17.    Excellent verbal and written English and Chinese level.