About this role
About the role: 1. Customer Management
• Lead customer engagement by inspiring, supporting, and strengthening customer capability, building strong and trusted relationships. • Set commercial objectives and sales targets in alignment with Penfolds’ strategy; co-develop promotional and marketing plans with distributors and key customers. • Track monthly performance against targets, analyse gaps, and proactively implement mitigation plans to deliver results within budget. • Ensure effective execution of distribution plans, guaranteeing availability and visibility of Penfolds’ priority brands in On-Premise channel across Malaysia. • Provide insights on depletion, sales performance, and customer-specific opportunities to maximize growth. • Partner with distributors and stakeholders to embed Penfolds’ regional strategies into local execution. 2. Brand Activation
• Develop and manage the promotional calendar with customers to drive brand activations and visibility across On-Premise outlets. • Deliver best-in-class execution of brand activities, ensuring strong point-of-sale visibility and availability in key accounts. • Leverage shopper and consumer insights to strengthen category leadership and brand engagement. • Lead the execution of events, tastings, and marketing activations that build brand awareness and consumer connection, ensuring Penfolds remains ahead of competitors in the channel.
3. Market & Competitor Analysis
• Continuously gather and report competitor intelligence, including pricing, promotions, and activation strategies. • Conduct competitor pricing analysis to ensure optimal market positioning for Penfolds brands. • Identify market gaps, growth opportunities, and investment needs to strengthen Penfolds’ presence in On-Premise channel. • Present market insights and business implications to internal and external stakeholders to guide decision-making and future strategy. • Lead in developing Tier 2 cities by identifying new customer opportunities, expanding distribution, and ensuring priority brands are available in emerging markets.
4. Key Success Measures
• Distribution Target – Work with distributor to Increase numeric and weighted distribution across targeted On-Premise outlets • Brand Visibility & Activation – Execute agreed promotional and activation calendar with excellence, measurable uplift in brand presence, visibility, and consumer engagement. • Customer Satisfaction & Partnership – Strengthen customer relationships and achieve positive feedback from key distributors and On-Premise outlets • Market Intelligence & Insights – Provide timely competitor pricing and market insights that inform strategic decisions and protect Penfolds’ premium positioning. • ROI on Investments – Ensure efficient use of A&P budgets with demonstrable return on investment from trade activations and promotions.
About you:
• 3 - 5 years of commercial experience within a major FMCG company; preferably in the wine and spirits industry • Excellent relationship building skills • Excellent customers management skill • Ability to work independently, with minimal supervision, and drive decision making • A proven track record of performance and delivery • Strong commercial acumen • Hands-on individual • Strong commercial acumen