Assistant Marketing 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

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.

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).

CRM & Consumer Data Management