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POSITION DESCRIPTION
Position Title:
Global Brand Manager – Wolf Blass
Previous Incumbent:
Business Unit:
Global
Location:
Southbank, Melbourne
Position Number:
Manager’s Name:
Melissa Louey
Manager’s Title:
Global Marketing Manager – Wolf Blass
FLSA Status (US specific):
Full Time/Part Time
Full Time
Financial Dimensions (if applicable)
Value ($):
Direct Reports to this Role

Nil
Total Number of Reports

Nil
Purpose of Role (In one or two sentences, why does this role exist?)
To create and implement the global brand strategy for Wolf Blass to agreed business ambitions.
Key Responsibilities/ Accountabilities:
Contribute to the achievement of Wolf Blass Performance targets

Understand the business objectives, priorities and targets ensuring all actions within your role are working towards
these common goals

Responsible for brand P&L, showing a thorough understanding of performance and ability to identify issues and
opportunities.
Brand Planning and Management Responsibility

Responsible for the effective development and implementation of global 3 year brand plan for Wolf Blass that
displays a deep understanding of the consumer as well as holistic business issues, leading to executable growth
opportunities for the brand.

Responsible for engagement of key stakeholders through the brand planning process, ensuring outstanding
alignment to the plan across all regions globally as well as the global MLT

Work with the regions to ensure the global brand plan lives and breathes in the regional plans through consistent
engagement and alignment.
Communication & Digital

Responsible for the planning and development of global communication assets that deliver to the brand strategy

Work closely with the regional teams to ensure all communication assets align closely to regional objectives and
plans

Deliver clear and actionable insights into the performance of global communication assets

Responsible for the ongoing development of the global Wolf Blass Digital strategy that clearly carves out the role of
digital for the brand with a clear and actionable roadmap to deliver our Vision.

Ongoing management of the global content creation strategy across the digital channel.
A&P Budget Management Responsibility

Responsible for the effective and efficient management of assigned brand budgets
NPD Pipeline & Execution

Responsible for the development of the Wolf Blass global NPD pipeline that is built of a deep understanding of the
consumer and uncovers real and actionable growth opportunities for the brand globally.

Ensure all NPD opportunities are relevant across key regions, unlocking local growth opportunities.

Work closely with the winemaking team in the development of the NPD pipeline – both in creation and uncovering
product led innovation opportunities

Assist regions in development of local NPD opportunities, ensuring they deliver to global strategy.
Agency Management

Responsible for the day to day management of Global Wolf Blass agency relationships including ATL, Social/Digital
and Design.
Responsible for complying with company policies, procedures and governance including Corporate Social Responsibilities,
Risk Management and Health & Safety.
What are the key decisions made in this role?
This role has the responsibility to shape and lead the Lindeman’s global brand direction, with direction from the Marketing
Manager. Key decision making in this role includes all aspects of brand management, specifically:

Strategic brand management of Wolf Blass globally in consultation with key brand stakeholders with responsibility
for the Global Brand Plan

Communication planning and development

Creation and development of global NPD pipeline
What are the key challenges faced by this role in meeting goals/objectives?

The ability to have a vision and to rally others behind your solid consumer led thinking

Working smarter vs competitors with smaller budget resource

Being able to turn a vision into action

Stakeholder Management – Global MLT, Regional Brand Teams, Winemaking
Key Relationships (Who does the role interact with?)
Internal
External

Wolf Blass Marketing team

Regional Brand Teams (MM, BM, ABM)

Global Marketing Director – EMEA, ASIA & Commercial Brands (one up manager)

Global MLT

Wolf Blass Winemaking Team

Commercial finance team

Wider marketing team (e.g. PR)

NPD Team (supply commercialisation)

Communications agencies (ATL, Digital/Social, design)

Research companies

Industry bodies
Qualifications and Experience:
Qualifications/
Memberships:

Marketing / communications degree
Experience,
Competencies &
Skills:

Minimum 5 years brand management experience, preferably in FMCG or the liquor industry

Communication Planning and Development experience

NPD Pipeline Development experience

Strong communication and influencing skills

Initiative and flexibility (out of hours calls necessary)

Relationship building skills

Global experience will be highly regarded
Essential Functions
(if applicable):
Environment
Conditions (if
applicable):
Physical Demands
(if applicable):
Our Growth Behaviours
Be Focussed
What does it look like?
We believe success comes from
focusing on the most important things

Creating clear priorities and sticking to them

Allocating time and effort to these priorities
What does it look like?
Belief

Inspiring consumers to choose our wines
We believe success comes from
believing in what we do. Actions come
from belief.

Inspiring colleagues to believe in themselves

Inspiring customers and partners to have confidence and invest with us

Staying true to our Company vision
What does it look like?
Trust
We believe trust is fundamental to
success.

Showing positive intent

Acting authentically and with integrity

Holding yourself & others accountable

Giving feedback

Actively listening
What does it look like?
Collaborate to Win
We believe by genuinely working
together, we will win.

Working together to achieve shared goals

Deep collaboration to achieve the same objective

Sharing knowledge, learning together and building consensus

Collaborative problem solving

Letting go of personal agendas in the interests of others