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POSITION DESCRIPTION
Position Title:
Manager, Content & Engagement
Previous Incumbent:
Business Unit:
Global Marketing
Location:
Southbank
Position Number:
TBC
Manager’s Name:
Ildi Ireland
Manager’s Title:
Global Head of PR, Penfolds
Full Time/Part Time
Full-time
Direct Reports to this Role
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Nil
Total Number of Reports
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Nil
Purpose of Role (In one or two sentences, why does this role exist?)
The Manager of Content & Engagement, Penfolds oversees the consumer experience around Penfolds brand content,
across multiple platforms and formats to drive awareness, retention, engagement, recommendations and loyalty in key
markets around the world. The role also leads the development and management of consumer communities engaging
with the brand.
Key Responsibilities/ Accountabilities:
The role of the Manager of Content & Engagement, Penfolds is to lead the development and coordination of (noncampaign) content initiatives as well as build, nurture and leverage consumer communities to grow Penfolds awareness
and engagement with our target audience globally. This person will also work closely with the technical team to maintain
infrastructure standards on existing and new platforms.
This includes:
 Mapping out a content plan that supports and extends brand objectives & marketing initiatives – both global and
regional.
 With regional engagement, identifying, targeting, acquiring and retaining prospective consumer audiences within our
digital & DTC platforms.
 Developing a functional content calendar and defining the owners of the content streams to deliver excellent
execution.
o Leveraging current brand plans, assets, experiences and initiatives, to develop content themes/topics and
execute a plan to develop the assets that produce industry leading engagement metrics.
o Ensuring consistent global experience by implementing appropriate localization/translation plans.
 Producing non-campaign brand content connecting the target audience to the brand. This position will write, edit and
proofread content ensuring it meets established content standards/regulations. Be an arbiter of best practices in
messaging, writing, style and grammar.
o Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for
search and user experience in all relevant channels of content including online, social media, email, mobile,
video, in-person (ie cellar door & tele-sales), etc.
o Ensuring integration & leverage of traditional marketing campaigns at both the global and regional level.
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Developing standards, systems and best practices (both human and technological) for content creation, distribution,
maintenance, retrieval and repurposing, including establishing processes for requesting, creating, editing, publishing,
and retiring content
o Conducting ongoing usability tests to gauge content effectiveness. Reviewing data and analytics and make
recommendations based on those results.
o Conducting periodic competitive audits.
o Working with the regions on key learnings and best practices.
The position collaborates with public relations, communications, marketing (global and regional), regional DTC, sales,
customer service, legal, and IT.
What are the key skills required to meet the goals/objectives?
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Proven editorial skills. Outstanding command of the English language.
Training in how to tell a story using words, images, or audio, and an understanding of how to create content that
draws in the brand’s target audience.
Skill at both long lead content creation and real-time (immediate) content creation and distribution strategies and
tactics.
A passion for new technology tools and usage of those tools within your own blogs and social media outreach. Social
DNA essential.
Influencing skills required to define and manage a set of goals involving diverse stakeholders and content types
Project management skills to manage schedules & deadlines within a matrix organization and to manage agency
deliverables and budgets.
Knowledge of marketing principles and their adaptation in the digital environment.
Basic technical understanding of HTML, XHTML, CSS, Java, web publishing, Flash, etc.
Fluency in web analytics tools, social media marketing applications and leading social media monitoring platforms.
A willingness to embrace change and to adapt strategies on the fly.
Needs to be continually learning the latest platforms, technology tools and marketing solutions through agency
partnerships.
Key Relationships (Who does the role interact with?)
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Internal
External
PENFOLDS Brand Marketing – Global and Regional
TWE Direct to Consumer teams in each region
PENFOLDS Winemaking team
PENFOLDS Ambassadors in each region
TWE IT
Digital Agencies
Media Agencies
Digital Channel owners
Brand Partners
Qualifications and Experience:
Qualifications/
Memberships:
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Bachelor's degree in English, Journalism, Public Relations or related communications field. MBA
in marketing a plus.
Experience,
Competencies &
Skills:
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5-6 years of experience as in multichannel content creation (social media, publishing, blogging,
etc).
Experience with creating compelling messages for different target demographics.
Proven Agency management for deliverables and budget tracking
Experience in Luxury content/marketing a plus
The ability to think like an educator, intuitively understanding what the audience needs to know
and how they want to consume it.
Audience development and subscription strategies experience a plus.
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Multilingual abilities (specifically Chinese) a major plus.
Expertise in all major business software applications (Adobe Creative Suite, Microsoft Office,
etc.)
Our Growth Behaviours
Be Focussed
What does it look like?
We believe success comes from
focusing on the most important things
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Creating clear priorities and sticking to them
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Allocating time and effort to these priorities
What does it look like?
Belief
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Inspiring consumers to choose our wines
We believe success comes from
believing in what we do. Actions come
from belief.
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Inspiring colleagues to believe in themselves
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Inspiring customers and partners to have confidence and invest with us
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Staying true to our Company vision
What does it look like?
Trust
We believe trust is fundamental to
success.
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Showing positive intent
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Acting authentically and with integrity
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Holding yourself & others accountable
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Giving feedback
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Actively listening
What does it look like?
Collaborate to Win
We believe by genuinely working
together, we will win.
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Working together to achieve shared goals
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Deep collaboration to achieve the same objective
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Sharing knowledge, learning together and building consensus
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Collaborative problem solving
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Letting go of personal agendas in the interests of others