Purpose of Role (In one or two sentences, why does this role exist)

The Senior Consumer Experience Manager is responsible for shaping and delivering compelling consumer experiences that bring the Penfolds brand to life across Emerging Markets. This role leads the development and execution of consumer-centric strategies that strengthen brand desirability, deepen consumer engagement, and drive sustainable brand and commercial growth.

Combining strategic thinking with exceptional execution, the role spans global campaign adaptation, regional campaign development, experiential marketing, luxury partnerships, and experiential events. Working across multiple markets and touchpoints, the Senior Consumer Experience Manager ensures every consumer interaction reflects the Penfolds brand, creating meaningful and memorable experiences that build long-term affinity and demand.

Key Responsibilities/ Accountabilities:

Lead the development and execution of the consumer experience strategy, ensuring alignment with brand priorities and commercial objectives.

Adapt and localize global campaigns, toolkits, and creative assets for key consumer moments and occasions, including Holiday / Thematic campaigns, CNY, Paired by Penfolds, and other global initiatives.

Develop regional consumer campaigns, content, and activation toolkits tailored to culturally relevant occasions such as Mid-Autumn Festival, Diwali, Spring celebrations, Songkran, and other priority moments across Emerging Markets.

Partner closely with Global and Regional Brand teams to lead the planning and delivery of flagship consumer experiences and brand activations, including Grange Anniversary programmes, Holiday / Thematic and CNY pop-ups, Bin 707 Exceptional Series, and other strategic initiatives.

Curate and deliver distinctive luxury experiences that elevate brand desirability and create distinctive luxury experiences.

Provide strategic direction and creative guidance for consumer-facing assets, including retail visibility, experiential environments, and on-premise activation programs, ensuring excellence in execution and consistency in brand presentation.

Oversee end-to-end project management from concept development through implementation, measurement, and post-campaign evaluation, driving continuous improvement and best practice sharing across markets.

Champion a consumer-centric approach across the organization, influencing and collaborating with Brand, PR, Customer Marketing, Sales, agency partners, and external stakeholders to deliver integrated, high-impact activations.

Foster a culture of creativity, innovation, and excellence, ensuring all consumer touchpoints uphold Penfolds luxury positioning and brand integrity.

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

Balancing creativity with brand standards and compliance regulations across diverse markets.

Managing multiple activations within tight timelines and budgets.

Driving consumer engagement in culturally diverse markets while maintaining unified brand positioning.

Key Relationships (Who does the role interact with)

Internal

Line Manager: Head of Marketing - Brand, Strategy & Planning

Director, Regional Marketing - Emerging Markets

General Manager - Emerging Markets

Regional Marketing team for Emerging Markets

Regional Sales Director, Head of Sales and Sales team

Day to day operational requirements: Commercial Strategy (inc. Demand Planners), Finance & Business Analysts, Legal

Global teams: (1) Global Marketing team (2) NPD & Global Supply team (3) Winemaking & Brand Ambassador

External

Creative and digital agencies

Luxury/lifestyle brand partners

Agencies and production houses

Qualifications and Experience:

Qualifications/ Memberships:

Qualified to degree level or higher with emphasis on marketing and business

Experience, Competencies & Skills:

Experience & Skills

8+ years in experiential marketing, brand activation, or consumer engagement roles, ideally within FMCG or luxury sectors.

Proven track record in event curation, partnership management, and content creation for culturally significant campaigns.

Strong project management, creative development, stakeholder influence, contract negotiation, and budget management.