About UsChâteau 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 OpportunityWe 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 AccountabilitiesPR, Digital Marketing & BrandSet brand messaging and media positioning with a strong luxury focusManage and direct the external PR agencyOversee press releases, media opportunities and brand storytellingEnsure PR supports luxury positioning and sales growthIn 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 standardsDevelop overarching content and messaging strategyOwn Digital Advertising budget and plan, implement content.Own website evolution and brand presentationEnsure consistency across all customer touchpointsAlign marketing campaigns with sales objectivesWine Club & Online sales ChannelA Wine Club Manager executes campaigns and manages database workflows.Your role is to:Own the DTC revenue strategy and growth targetsDefine offers, pricing strategy and product releasesOversee website direction and customer journey optimisationSet campaign themes and messagingOversee CRM strategy and database growthAppoint and manage outsourced telesales providersDrive acquisition, retention and premiumisation strategiesMonitor performance and optimise for elevated customer offerings and increased customer lifetime valueCellar Doors, Events & FunctionsProvide strategic marketing leadership to the Barossa, Sydney Cellar Doors and Events & FunctionsAlign cellar door and events activity with marketing campaigns and DTC growth strategiesIdentify partnerships, corporate opportunities and local growth channels leading key external relationshipsWhat Success Looks LikeGrowth in overall DTC revenueIncreased luxury SKU sales and premium average order valueStronger focus on top tier/ VIP wine club members acquisition and retentionHigh-performing team, Cellar Door, Functions and Wine Club ManagersClear luxury positioning across all channelsMeasurable growth in customer lifetime valueStrong external partnerships and brand visibilityAbout You7+ years' experience in Direct to Consumer marketing channels, wine, luxury hospitality, FMCG or premium retailProven track record in DTC sales growthStrong marketing foundation with a sales-driven mindsetExperience managing managers and external agenciesCommercially astute with strong financial literacyStrategic thinker who can translate vision into measurable resultsConfident working across digital, CRM and eCommerce platformsPassion for premium wine and luxury customer experiencesYou are commercially sharp, brand-savvy and performance-oriented. You understand how to define messaging, elevate positioning, and drive teams toward ambitious revenue outcomes. You are equally comfortable in strategy discussions and KPI reviews.Why Join Us?Influence the future growth of a respected Barossa luxury brandLead and shape the DTC strategy end-to-endWork with passionate teams across two premium locationsDrive measurable impact in an ambitious SMEElevate luxury positioning and customer experience standardsIf you are a marketing-led sales leader ready to drive luxury DTC growth in the wine industry, we would love to hear from you.Please apply with your CV and a cover letter outlining your experience in premium brand marketing and direct-to-consumer sales growth.