CORE DUTIES AND RESPONSIBILITIES
Head of Digital Sales | Luxury Wine Estate
Salary $200,000+ base salary, plus superannuation, plus $130,000 bonus (target related)
Transform a world-class wine brand into a digital powerhouse
A family-owned, ultra-premium winery in Victoria's Yarra Valley—recently ranked #3 Top Winery in Australia—is seeking a visionary
Head of Digital Sales
to elevate their global digital presence and drive e-commerce growth.
With wines served in Emirates First Class and Michelin-starred restaurants worldwide, a stunning architectural cellar door, and a boutique hotel launching soon, this is your opportunity to shape the digital strategy for one of Australia's most prestigious luxury brands.
The Opportunity
This is a hands-on, standalone role where you'll own the full digital and e-commerce ecosystem. Your mission: build our social platforms (particularly Instagram) into a cult-followed luxury lifestyle brand with resonance across Australian and international markets—targeting 1M followers globally.
You'll work closely with internal brand strategists, manage creative freelancers, and build a direct-to-consumer wine business aimed at selling 100% of products through digital channels.
What You'll Do
* Define and execute content strategies that drive brand trust and cultural momentum
* Own Instagram growth strategy using paid amplification, influencer partnerships, and viral content mechanics
* Build and optimise a Shopify-based e-commerce platform for international scalability
* Design full-funnel sales strategies from awareness to conversion
* Track performance using analytics (conversion rates, AOV, CAC, LTV) and iterate fast
* Manage creative production workflows and external freelancers
What We're Looking For
Essential:
* 5-10+ years in digital marketing or social media management
* Proven track record growing Instagram accounts into lifestyle/cult brands (portfolio required)
* Strong understanding of Meta Ads and paid content amplification
* Excellent aesthetic instinct with demonstrated understanding of premium brand tone
* Experience with Shopify and e-commerce analytics
* Ability to work independently with minimal oversight
Preferred:
* Experience with wine or similar luxury, hospitality, or premium lifestyle brands
* Understanding of content virality mechanics (saves, shares, hooks, engagement loops)
Why This Role?
Shape the digital presence of an award-winning luxury brand
Standalone role with opportunity to build and lead a team as the business scales
Work with world-class wine, architecture, and hospitality
Be part of a family-owned business committed to excellence
Sales, Strategy and Leadership
* Lead digital content and e-commerce initiatives to achieve short- and long-term business objectives, including increased profit and market share. Additionally, develop strategies to drive increased visitation to the wine estate.
* Define and implement content strategies aligned with client's brand vision and global growth goals.
* Own and execute the Instagram strategy, driving engagement and follower growth with the goal of reaching 1 million followers globally.
* Collaborate with influencers, creatives, and partners to amplify brand reach.
* Manage and brief external freelancers (videographers, editors, designers).
* Track, analyse, and report on content performance using platform analytics.
* Continuously optimise content based on performance trends and cultural relevance.
E-Commerce Platform Management
* Enhance and maintain our Shopify-based e-commerce platform for international scalability.
* Oversee platform updates, security, and performance.
* Design and implement a full-funnel e-commerce sales strategy—from awareness to conversion—tailored to both domestic and international audiences. This includes building a direct-to-consumer (DTC) wine selling solution aimed at eventually selling 100% of our products through this channel.
* Collaborate with marketing and creative teams to align content with each stage of the funnel, optimising for conversion and customer retention.
Logistics Coordination
* Initially, online orders will be shipped from Australia. Once a sustainable business is established in any overseas market, the wholesale team will develop logistics setup to support operations from key markets overseas.
* Manage delivery tracking, returns, and customer communications.
Reporting
* Monitor key performance indicators including conversion rates, AOV (average order value), CAC (customer acquisition cost), and LTV (lifetime value).
* Implement a comprehensive analytics and reporting framework.
SELECTION CRITERIA
Qualifications and experience
1. Minimum five years of experience in digital marketing or social media management.
2. Proven track record of growing Instagram accounts, ideally into lifestyle or cult-followed brands (portfolio or examples required).
3. Strong understanding of Meta Ads and paid content amplification.
4. Excellent aesthetic instinct, with demonstrated understanding of premium brand tone
5. Experience managing creative freelancers and production workflows.
6. Confident in using Instagram, Meta Business Suite, and analytic tools.
7. Able to work independently, with minimal oversight, from a strong brief.
8. Clear written and verbal communicator with an eye for detail.
Skills and Attributes
1. Commitment to excellence, high standards and excellent attention to detail.
2. Experience with luxury, hospitality, or premium lifestyle brands is preferred.
3. Understanding of content virality mechanics (saves, shares, hooks, loops).
4. Professional, respectful and courteous.
5. Strong work ethic and ability to multi-task.
6. Hands on, energetic, flexible and highly motivated.
7. Diligent and safety conscious.
SUCCESS METRICS
1. Rapid Instagram audience growth, particularly in U.S. and premium markets.
2. Strong content performance (saves, shares, engagement).
3. High-quality execution and alignment with brand tone.
4. Cultivation of a recognizable, premium digital aesthetic with cult-level loyalty.
5. Achieve target domestic e-commerce sales revenue of $X within first year.
6. Achieve target international e-commerce sales revenue of $X within first year.
7. Implement comprehensive analytics and reporting framework
8. Achieve customer satisfaction score of 95%+ for online purchases.