About Us
Chateau Tanunda is an Iconic winery producing luxury Barossa wines with a strong reputation for quality, heritage and authenticity. We are focused on growing our Direct to Consumer sales — elevating brand positioning, increasing luxury sales, and building long-term customer relationships through exceptional experiences.
With 135 years of history but an eye to the future, we are an agile business and focused on growth. This pivotal role is designed to drive performance and unlock new DTC growth opportunities.
The Opportunity
We are seeking a commercially driven Direct to Consumer, Digital Marketing Manager to lead the strategy, performance and growth of our DTC channels.
This role sits at the intersection of marketing and sales. It is responsible for driving the luxury brand narrative, setting and implementing the strategy to grow revenue, ensuring standards and messaging is on brand and drive key external relationships.
You will lead a team of managers (Wine Club) and external partners (PR agency, Telesales providers, Website Provider), and provide marketing leadership and support to the Cellar Doors & Functions Managers with a focus on KPIs, sales growth, luxury positioning and customer lifetime value. You will bring experience and expertise in the digital, social and online marketing channels.
The core objective: Increase DTC revenue and elevate the brand's luxury positioning through strong marketing strategy, compelling messaging, premium experiences and disciplined performance management.
Key Accountabilities
PR, Digital Marketing & Brand
Set brand messaging and media positioning with a strong luxury focus
Manage and direct the external PR agency
Oversee press releases, media opportunities and brand storytelling
Ensure PR supports luxury positioning and sales growth
In conjunction with the Export Sales Director and Senior Wine Maker, own direct relationships with Key wine writers and critics.
Oversee social media direction and content standards
Develop overarching content and messaging strategy
Own Digital Advertising budget and plan, implement content.
Own website evolution and brand presentation
Ensure consistency across all customer touchpoints
Align marketing campaigns with sales objectives
Wine Club & Online sales Channel
A Wine Club Manager executes campaigns and manages database workflows.
Your role is to:
Own the DTC revenue strategy and growth targets
Define offers, pricing strategy and product releases
Oversee website direction and customer journey optimisation
Set campaign themes and messaging
Oversee CRM strategy and database growth
Appoint and manage outsourced telesales providers
Drive acquisition, retention and premiumisation strategies
Monitor performance and optimise for elevated customer offerings and increased customer lifetime value
Cellar Doors, Events & Functions
Provide strategic marketing leadership to the Barossa, Sydney Cellar Doors and Events & Functions
Align cellar door and events activity with marketing campaigns and DTC growth strategies
Identify partnerships, corporate opportunities and local growth channels leading key external relationships
What Success Looks Like
Growth in overall DTC revenue
Increased luxury SKU sales and premium average order value
Stronger focus on top tier/ VIP wine club members acquisition and retention
High-performing team, Cellar Door, Functions and Wine Club Managers
Clear luxury positioning across all channels
Measurable growth in customer lifetime value
Strong external partnerships and brand visibility