BD Director
BD Director
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Job Description
About us
Treasury Wine Estates (TWE) we are proud of our portfolio of brands that have tremendous heritage rich quality and a reputation for excellence across the globe. At TWE we are led everyday by our purpose Boldly Cultivating. We are boldly cultivating value through our brands wine people & environment for enriched & joyful communities.
At TWE we cultivate our teams to be their very best. And in turn our people push us to make bigger and bolder decisions. Our focus on Boldly Cultivating unites us as a global team known for the experiences we create for our consumers customers partners suppliers and our people.
To learn more about our purpose and our renowned portfolio of global brands click here.
About the role
Development Director L&I and French COO is a senior commercial leadership role based in Shanghai responsible for architecting and accelerating the growth of Penfolds most prestigious wine portfolios within Mainland China. With a focus on the Luxury & Icon (L&I) tier and French Country of Origin (COO) wines this role is pivotal in shaping the future of Penfolds premium business in one of the worlds most dynamic and competitive luxury wine markets.
The role leads the end-to-end commercial strategy for these portfoliosfrom defining the business blueprint and identifying high-potential consumer segments to establishing the right Route-to-Market (RTM) and driving execution through cross-functional collaboration. It is accountable for delivering volume profit and depletion objectives while building internal and external confidence in the long-term potential of L&I and French COO wines.
This position demands a rare combination of strategic foresight commercial excellence and cross-functional influence. It is ideally suited for a visionary leader who thrives in building new business from the ground up and who brings a deep understanding of the luxury landscape consumer behaviour and premium sales execution in China.
1. Commercial Strategy & Business Growth
- Define and lead the commercial strategy for Penfolds Luxury & Icon (L&I) and French Country of Origin (COO) portfolios in Mainland China.
- Set clear volume value and depletion targets aligned with brand positioning and business objectives.
- Identify growth opportunities across regions channels and consumer segments to drive sustainable business expansion.
- Ensure commercial plans are grounded in market realities and aligned with global brand direction.
2. Route-to-Market & Channel Development
- Design and implement the optimal Route-to-Market (RTM) strategy to reach high-potential consumers through the right channels and partners.
- Identify evaluate and engage the most suitable distributors retailers and on-trade partners to build a premium and scalable presence.
- Collaborate with sales teams to ensure effective execution of channel strategies and customer engagement plans.
- Monitor channel performance and recommend adjustments to maximize reach efficiency and brand integrity.
3. Cross-Functional Leadership & Execution
- Act as the business lead for L&I and French COO initiatives driving alignment and collaboration across Sales Brand Trade Marketing Finance and Supply Chain.
- Translate consumer and market insights (provided by Marketing and external sources) into actionable commercial strategies and execution plans.
- Lead the planning and execution of key commercial projects ensuring clarity of roles timelines and deliverables.
- Serve as the central point of coordination for all L&I and French COO-related activities ensuring consistency and accountability.
- Build internal belief and engagement through clear communication strategic storytelling and results-driven leadership.
4. Performance Management & Innovation
- Establish and track KPIs to measure business performance distributor effectiveness and market execution.
- Lead regular performance reviews and drive continuous improvement through data-driven insights and agile decision-making.
- Pilot and scale innovative business models (e.g. DTC CRM new channel formats) to unlock new growth levers.
- Foster a culture of commercial excellence experimentation and learning within the broader team.
Building & Culture Development
- Identify capability gaps across the commercial organization related to premium portfolio management RTM execution and customer engagement.
- Partner with Sales Enablement HR and cross-functional leaders to design and implement targeted training tools and frameworks.
- Promote a culture of learning experimentation and continuous improvement within the L&I business.
- Serve as a role model for entrepreneurial thinking and agile leadership across the broader team.
6. Innovation & Pilot Initiatives
- Identify and lead pilot programs that test new business models (e.g. DTC CRM new channel formats) tailored to the Chinese market.
- Collaborate with cross-functional teams to design launch and evaluate pilots with clear success metrics and scalability potential.
- Act as a catalyst for innovation challenging conventional approaches and introducing bold consumer-centric solutions to unlock new growth levers.
About You
- Strong background in business development commercial strategy or project management within the wine luxury goods or FMCG sectors.
- Deep understanding of premium and luxury portfolio management international markets and go-to-market strategies.
- Project Management: Ability to lead complex cross-functional initiatives independently.
- Communication & Collaboration: Strong interpersonal and communication skills to engage stakeholders across markets and functions.
- Influencing & Stakeholder Management: Proven ability to influence without authority and manage senior-level relationships.
- Analytical Thinking: Data-driven approach to strategic planning and decision-making.
- Language Proficiency: Fluent in English (written and spoken); additional language skills are a plus.
- Entrepreneurial results-driven and passionate about luxury and innovation.
- Comfortable navigating ambiguity and working in a fast-paced evolving environment.
It takes all varietals!
At TWE we proudly celebrate diversity and are committed to being an equal opportunity employer. Our goal is to build a workforce that reflects the diversity of the consumers who enjoy our products.
All qualified applicants will be considered for employment regardless of age race colour religion gender identity national origin or disability. If you require any assistance to be included in our process please contact quoting the job title and reference number.
Required Experience:
Director
Employment Type
Full-Time
