Purpose of Role

TWE’s ambition is to be the leading premium wine company in North Asia, with a leading portfolio of brands across multiple countries of origin. In order to achieve this ambition, TWE will also target growth opportunities in adjacent alcohol categories and has recently launched the Penfolds Special Bottlings (PSB) portfolio, with a clear focus on the Baiju category.

The purpose of this role is to lead the growth of the PSB Baiju portfolio through the development and execution of a clear portfolio strategy which addresses the consumer opportunity, route to market and activation.

Working closely with the TWE China Sales and Marketing teams, and reporting to the Strategy and Business Development Director North Asia, the role holder will inspire our internal teams and external partners to deliver on this new category opportunity, and leverage their extensive network across the Baiju industry to rapidly expand distribution and penetration of the PSB Baiju portfolio.

Key Responsibilities/ Accountabilities:

• Leading and executing TWE’s strategic ambition to build a new category which straddles Wine and Baiju

• Accelerate distribution and penetration of the PSB Baiju portfolio across TWE’s current partner network

• Develop new routes to market for the PSB Baiju portfolio by leveraging existing relationships and networks within the Baiju industry

• Be an ambassador for the PSB Baiju portfolio, driving awareness, education and credentials for these new propositions

• Accountable for the delivery of financial and strategic objectives linked to the PSB Baiju portfolio

• Full involvement in long term planning, annual strategic review and annual budget planning processes for the PSB Baiju portfolio

What are the key decisions made in this role?

• Clear articulation of the PSB Baiju portfolio consumer and customer propositions

• Assessment of current and future partner capability to ensure long term success of the PSB Baiju portfolio

• Development and implementation of key performance indicators to ensure clear pictures of success for the PSB Baiju portfolio

• Allocation of resources, ensuring the balance between investing for short term delivery and as well as long term growth

What are the key challenges faced by this role in meeting goals/objectives?

• Building belief in a new category, driving disruption within established, traditional categories

• Ability to work collaboratively with key partners / stakeholders / team members across sales and marketing

Key Relationships

Internal

• Strategy and Business Development Director North Asia

• North Asia Sales and Marketing teams

• Global Strategy and Commercial Development teams

• Customer Marketers , Category /Insights team

• Commercial finance team

• Supply Chain & Operations

• Human Resources

External

• Decision makers across all levels within current and potential partners / customers

• Journalists and influencers within key trade and consumer media

Qualifications and Experience:

Qualifications/ Memberships:

• Degree or diploma in Business, Economics or similar discipline.

• WSET or similar wine education desired

Experience, Competencies & Skills:

• Minimum of 8 years’ experience in sales, marketing and business development in the Baiju industry

• Extensive network of contacts and strong relationships with key decision makers within Baiju distribution networks

• Drive for results

• Building strong relationships

• Creating value through networks

• Influencing skills

• Advanced Negotiation skills

• Sound knowledge of branding

• Commercial acumen

• Understanding of core business processes

• Insightful interpretation of trends & insights

• Communication skills