Assistant Marketing Manager – Luxury Enablement

About the role

The Assistant Marketing Manager – Luxury Enablement will act as a strategic bridge between Penfolds’ luxury brand strategy, new product development and high‑net‑worth (HNWI) business development initiatives. You will translate brand initiatives into scalable, customer‑centric toolkits and drive premium distribution and direct‑to‑consumer sell‑through across Greater China.

Key responsibilities

• Translate brand initiatives, NPDs and campaign platforms into premium, scalable trade and customer toolkits that drive execution excellence across channels.
• Develop luxury enablement programs that amplify brand campaigns, recruit consumers and increase sell‑through.
• Collaborate with Trade Marketing and Commercial teams to activate brand initiatives with key accounts, distributors and strategic customers.
• Gather channel insights and customer intelligence, turning them into programs and experiences that maintain brand integrity.
• Support joint business planning with key customers and strategic partners through insight‑led recommendations.
• Lead CRM capability development, manage consumer database governance, segmentation and analysis, and generate actionable insights.
• Use data analytics to evaluate consumer engagement, campaign effectiveness and ROI.

Required profile

• Strong understanding of luxury consumer behavior and market trends, especially among HNWIs.
• Proven ability to anticipate lifestyle shifts and purchasing motivators.
• Experience working with sales and business development teams in a luxury or premium goods context.

Required skills

What we offer

• Opportunity to shape luxury marketing strategy for a world‑leading wine brand.
• Collaborative global team environment focused on bold, innovative decisions.