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
About You
* 7+ years' experience in Direct to Consumer marketing channels, wine, luxury hospitality, FMCG or premium retail
* Proven track record in DTC sales growth
* Strong marketing foundation with a sales-driven mindset
* Experience managing managers and external agencies
* Commercially astute with strong financial literacy
* Strategic thinker who can translate vision into measurable results
* Confident working across digital, CRM and eCommerce platforms
* Passion for premium wine and luxury customer experiences
You 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 brand
* Lead and shape the DTC strategy end-to-end
* Work with passionate teams across two premium locations
* Drive measurable impact in an ambitious SME
* Elevate luxury positioning and customer experience standards
If 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.