- Primary Purpose of Role
To educate & share the narrative of the TWE brands & wines to strengthen engagement across internal stakeholders, distributors, customers, consumers & media. Driving profitable growth & distribution of the focused portfolio whilst growing, enhancing & protecting brand awareness & equity.
- Key Responsibilities/ Accountabilities:
Brand & Wine Education:
- Lead training, education & immersion across China
- Develop & implement customer & region specific education & training programs to ensure regional & customer goals are meet.
- Ownership in the development & delivery of brand training tools & practices used by consumers & trade.
Consumer Events & Public Relations:
- Support the execution & delivery of localized events & public relations initiatives as the brand Representative; becoming the face of the brand in the absence of winemakers.
- Develop & support strategic luxury brand activation as agreed with local field managers & the Penfolds brand manager.
Business Development Support:
- Support the sales team identified growth opportunities within key segments & customers.
- Work with relevant sales & marketing contacts to ensure identified opportunities are successfully converted & then tracked.
- Support local agents & sales representatives to identify & win significant sales & contracts, via brand
Business Development Support Contd:
engagement & education.
- Work with sales team & key influencers to create events or partner with existing events to assist in achieving brand ambitions within the region.
Regional Sales Team Liaison:
- Develop & maintain strong relationships & levels of influence with the local sales team.
- Work hand in hand with sales leadership to ensure brand goals & ambitions for region & customers are effectively planned for & executed.
- Partner with the sales & local market distributors to identify SKUs requiring development & depletion support.
- As requested by the sales team; develop & manage existing brand relationships with key distributor contacts & important image/prestige accounts, “hand-selling” TWE Luxury portfolio.
- Work with sales to develop scorecards to measure local market success & report back to brand team on program activation & regional support.
Work with sales team requirements to attend priority meetings where education & brand engagement is required.
Customer/Consumer Contact:
- Act as lead contact for top priority collectors that wish to create a personal relationship with the winery, nurturing those relationships to increase DTC wine sales as the Kalimna Club evolves & requires additional support.
Market Analyst:
- Report back to on local market conditions to assist with strategic planning, identifying markets that require support.
- Stay ahead of trends & changes in the marketplace ensuring all information is fed to brand, sales & marketing teams.
Key challenges faced by this role in meeting goals/objectives
- Engage all relative parties(distributor sales & marketing) to support behind training programs
- Collaboratively work with regional team to understand trainees’ profile & tweak the training focus based on the regional feedback.
- Must be willing to travel for work and flexible around working weekends and throughout key periods
- Positively embrace change & the opportunities it presents whilst demonstrating the need to work smarter & with greater speed & flexibility.
Qualifications and Experience:
- Minimum Level 3, preferred WSET L4
- Advanced wine knowledge & or winemaking background.
- Focused wine related institutions.
- Hospitality background which encompasses a business degree.
- Strong inter-personal skills.
- Exceptional communication skills.
- Ability to think creatively & challenge status quo.
- Ability to quickly adapt & take ownership in start-up type environment.
- Ability to understand & manage to superior financial returns.
- Min 5 years’ experience in the trade either with Wholesaler or suppler management.
- Have a proven track record in on-premise sales & educational expertise.
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