POSITION DESCRIPTION
Role Title:
Portfolio Assistant Brand Manager
Incumbent (omit if role is
vacant):
Business:
Treasury Wine Estates EMEA Limited
Department:
SEAMEA Marketing
Location:
Singapore
Team Leader’s Title:
Portfolio Senior Brand Manager
Team Leader’s Name:
Financial Dimensions Value (£):
Direct Reports to this role:
0
Total Number of Reports for this role:
0
Primary Purpose of Role
 Along with the Portfolio SBM, actively manage US and ANZ brand portfolio in the SEA, Middle East &
Africa region, in line with global strategy, to maximize long term potential and deliver on short-term
targets
 Development & execution of brand TTL strategy (digital, social, experiential, POS), achieving
standout from your competitors and resonating well with our consumers.
 Support the Senior Brand Manager in creating a clear brand activity plans to fuel growth.
Key Relationships (Who does the role interact with?)
Internal
 Marketing Director
 Senior Brand Manager
 Regional & Country Managers
 Members of the Leadership Team SEAMEA
 Customer Marketers SEAMEA
 Finance and accounts team SEAMEA
 Supply/ Demand planners SEAMEA
 Global brand team
 Global supply team
 Winery personnel, production and logistics on stock management
Key Decision Making in this Role: (What are the key decisions made in this role?)
 Decisions relating to the application of brand marketing activities, as agreed with the Senior Brand
Manager
 Performance management decisions, including how to mitigate risk, opportunities to pursue, pricing
and promotional decisions as agreed through sales and marketing leadership teams
 NPD scale, timing, pricing and launch plan
Key Responsibilities/ Accountabilities:
Supporting the SBM in designing, executing and evaluating brand plans in SEAMEA
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Develop annual SEAMEA regional brand plans, execute to plan and within agreed budgets. Amend
where necessary to take account of market conditions
Work closely with Customer marketing teams and sales teams to fully activate brand plans within
relevant accounts
Working closely with the sales team, become key “Brand Ambassador” for the brand and work
closely with the Winemaking Ambassador, with a focus in the On Trade. Key activities will include
hosting lunches, tastings and meeting with buyers, owners and journalists
Participate in sales activities including Key Account Teams, customer meetings and consumer
events
Deliver brand expenditure within budget and achieve market share (volume and value) and
penetration targets
Evaluate effectiveness of promotion and advertising spend
Work in conjunction with marketing function in ANZ & US to align strategy & promote best
practices, including modifying for SEAMEA in line with global strategy: packaging, range selection,
wine taste profile, and advertising and merchandising materials, and communicating brand news
from ANZ & US to SEAMEA
Responsible for event management strategy, including linkage with key regional and global
sponsorships, as appropriate. Leverage into PR and trade marketing activity where feasible
Set price ladders and guidelines and manage advertising and promotion budgets in line with global
guidelines and strategies
Interact with winemaking on production decisions
Contribute to the development of the team
 Actively encourage and participate in activities which enhance teamwork between the team, other
markets and, Sales, Finance, Operations & Marketing support
 Collaborate with others to maximize total company performance
 Contribute to the achievement of SEAMEA vision, through ensuring that our personal and our
team’s behaviour is consistent with our company’s values
Key Challenges in Achieving Goal(s): (What are the key challenges faced by this role in meeting it’s
goals/objectives)
 Managing cross functional demands/needs in a fast paced environment
 Balancing long term strategic objectives with tactical delivery of the annual operating plan
 Ensuring global brand building platforms are applied to fit local market insights and are tailored to
the maturity of the brand, market by market
 Being able to contribute to the global brand vision
 Develop wine, brand and product knowledge
 Maintain industry and competitor knowledge, movements and trends and apply to own marketing
strategy and planning
 Being able to distinguish between internal/trade demands and the consumer's needs
 Influence and manage stock availability to achieve maximum turnover
 Being sales and trade marketing oriented
 Balancing consumer and shopper insights in the application of marketing growth drivers
 Managing a wide group of key stakeholders, both locally and globally
 Working with limited data and insight in some markets
 Keeping processes simple yet fit for purpose
Qualifications and Experience:
Skills:
 Brand performance management
 Budget management
 Communication
 Creativity
 Organisation & efficiency
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Experience:
Customer & shopper insight
Agency management
Project Management
Behaviours
 Pace and timeliness
 Tenacity
 Positivity
 Rigor
 Proactivity
 Attention to detail
 Prioritisation
 Degree level education
 3 to 5 years of marketing experience in a branded/ consumer facing company
 FMCG experience preferred
 Alcohol industry experience a bonus
Priority TWE Leadership Capabilities
Authenticity ☒
Influencing ☐
Self-awareness ☐
Resilience, health &
safety ☐
Effective
communication ☒
Wine value chain ☐
Brand & market
knowledge ☒
Coaching &
development ☐
Mastering your trade
☐
Creating vision &
strategy ☐
Accountability ☒
Insights & Innovation
☐
Problem solving ☐
Planning ☐
Leading change ☐
TWE Leadership Framework
The TWE Leadership Capabilities describe the skills and knowledge our people need to be great leaders:
The TWE Growth Behaviours describe the way we will act
First name: Chris
Role description developed by:
Last name: Thomas
Position title: Marketing Director SEAMEA & GTR
Date: 29/11/16