POSITION DESCRIPTION
Title: Direct Sales & Partnerships Manager
Start Date: March 2026
Role Type: Full-time
Location: The Lane Vineyard (Hahndorf) + offsite events & Adelaide Oval commitments
Evening/Weekend Work: Required during activation periods
Reporting: Directly to the Marketing & Communications Manager; dotted-line collaboration with National Sales Manager and CEO
Role Purpose
The Direct Sales & Partnerships Manager is responsible for leading, nurturing, and expanding The Lane Vineyard's portfolio of corporate, community, arts, and sporting partnerships. This newly created role is central to building brand visibility, growing estate visitation, maximising sponsorship value, and driving B2B wine sales nationally and within South Australia.
The role combines relationship management, commercial thinking, and hands-on activation. It requires someone who thrives in a people-facing environment, represents the brand with ease and confidence, and is motivated by strategic growth and measurable impact.
Key Responsibilities
1. Partnership Management & Growth
* Manage and grow partnerships across major arts, sporting, community, and corporate channels, including:
* Adelaide Football Club (AFL & AFLW "Crows")
* Adelaide Film Festival
* State Theatre Company
* Corporate partners across banking, finance, insurance, building & construction, real estate, legal, professional services, and other key industries
* Schools, charities, community groups, professional clubs etc
* Strengthen existing partnerships and identify new opportunities aligned to TLV's strategic goals.
* Develop annual activation plans for each partnership to maximise visibility, visitation, and commercial outcomes.
* Lead negotiations for renewals, expansions, and new partnership agreements.
2. Sponsorship Activation
* Oversee end-to-end activation of major sponsorships, ensuring The Lane receives full value and visibility across branding, digital presence, onsite experiences, and audience engagement.
* Host key partners and stakeholders at TLV events and at partner venues (including Adelaide Oval).
* Represent The Lane Vineyard at:
* All Crows Home Matches (Premiership Suite + Chairman's Lounge)
* Select Adelaide Film Festival events
* Opening nights, partner functions, community events, and wine activations
* Work closely with the marketing team to amplify sponsorship assets through EDMs, social content, onsite branding, and DTC promotions.
3. B2B Sales & Revenue Growth
* Grow direct wine sales to corporate clients across banking, finance, construction, real estate, insurance, consulting, and other commercial industries, as well as schools, charities, community organisations, and sporting clubs.
* Build tailored corporate offers for:
* Client gifting
* Staff rewards and recognition
* Corporate events at The Lane
* Boardroom wine programs
* Fundraisers - wine drives and events
* End-of-year gifting
* Ensure all B2B relationships are actively managed with clear next steps, timely follow-up, and consistent communication.
* Maintain clear boundaries between TLV's B2B portfolio and the hospitality on-premise channel managed by Oatley.
4. Relationship Management
* Build exceptional relationships across all partner tiers, ensuring The Lane is top of mind and seen as a trusted, premium, and highly engaged brand partner.
* Act as the key point of contact for all corporate tasting enquiries, offsite events, partner activations, and premium hosting.
* Coordinate partner visits to the estate, including tailored tastings and experiences.
6. Reporting & Performance
* Deliver monthly reporting on:
* Partnership performance
* B2B sales results
* Sponsorship ROI
* Estate visitation and partner engagement
* Track and analyse brand awareness, activation results, and sponsorship value delivery.
Skills, Experience & Attributes
Essential
* Previous experience in the wine industry, with the ability to confidently represent a premium wine brand and build long-term relationships with corporate, community and partnership customers.
* Proven experience in partnerships, B2B sales, account management, sponsorships, or business development.
* Strong commercial thinking with the ability to identify opportunities that deliver measurable ROI.
* Outstanding relationship-building skills, with natural warmth, presence, and confidence.
* Experience hosting clients, presenting, and representing a premium brand.
* Excellent communication skills – written, verbal, and interpersonal.
* Highly organised, reliable, and comfortable managing multiple partnerships simultaneously.
* Comfortable working evenings and weekends for activations, including every Crows home match.
Desirable
* Experience in luxury goods, sports partnerships, hospitality, tourism, or FMCG.
* Existing networks within Adelaide business, arts, sporting, and community sectors.
* Understanding of sponsorship metrics, DTC sales integration, and brand-building strategies.
Key Performance Indicators (KPIs)
* Achievement of B2B sales targets (monthly, quarterly, annually).
* Growth of partnership portfolio and renewal success.
* Increased visitation and conversion from partner channels.
* Sponsorship ROI, measured through branding visibility, digital engagement, event attendance, and lead generation.
* Delivery of high-quality partner experiences and feedback.