Senior Customer Marketing Manager (EMEA & On-trade)

At Accolade Wines, our purpose is to enrich everyday moments through our amazing wine brands. As one of the world’s leading wine companies, our award-winning portfolio includes loved brands such as Hardys, Grant Burge, St Hallett, Petaluma, Croser, Banrock Station, Mud House, Jam Shed, Tatachilla, Brookland Valley and many more. The driving force behind our business is our people, their expertise, their passion and their professionalism.

As the Senior Customer Marketing Manager – On-Trade & EMEA, you will be responsible for developing and executing customer marketing strategies that drive brand engagement, sales, and visibility in the On-Trade and EMEA channels. This role will involve working closely with regional sales, brand, and category teams to deliver insights-driven, customer-centric marketing campaigns that strengthen relationships with key customers and drive the growth of the brand portfolio.

Key responsibilities include:

• On-Trade and EMEA Strategy Development: Lead the creation and implementation of customer marketing strategies for the On-Trade and EMEA channels. Develop tailored campaigns that align with local market needs while maintaining consistency with the overall brand vision and business objectives.
• Customer Relationship Management: Build and nurture strong relationships with key On-Trade and EMEA customers, including retailers, restaurants, bars, hotels, and distributors. Understand their needs and preferences to deliver personalised marketing solutions that drive engagement and loyalty.
• Campaign Planning & Execution: Develop and manage integrated marketing campaigns that focus on driving sales, increasing brand awareness, and enhancing customer experiences. Oversee the execution of these campaigns, ensuring they are aligned with customer objectives and are effectively delivered across markets.
• Market Insights & Analysis: Use customer insights, market trends, and data to inform customer marketing strategies. Monitor competitor activities and consumer preferences in the On-Trade sector to identify opportunities for innovation and differentiation.
• Collaboration with Sales Teams: Work closely with the regional sales teams to ensure alignment between customer marketing initiatives and sales goals. Support the sales teams with the necessary tools, materials, and marketing assets to drive sales and build strong relationships with customers.
• Digital & Social Media Engagement: Collaborate with the digital and social media teams to develop relevant content and activations for the On-Trade channel, ensuring the brand remains visible and engaging across digital platforms used by On-Trade customers.
• Brand Training & Education: Develop and deliver training programmes for On-Trade and EMEA customers and their staff, helping them to better understand and sell the brand’s portfolio. This includes product knowledge, brand positioning, and serving techniques.
• Event Management & Sponsorships: Lead the organisation and execution of events, such as brand immersion, launches and trade shows. Manage relationships with external partners and sponsors to enhance brand presence and credibility in the market.
• Budget & Resource Management: Oversee the customer marketing budget for On-Trade and EMEA activities, ensuring effective allocation of resources to maximise ROI. Provide regular reports on budget spend and campaign effectiveness to senior management.
• Performance Monitoring & Reporting: Monitor and evaluate the effectiveness of marketing campaigns. Track key performance indicators (KPIs) such as sales growth, customer engagement, brand awareness, and ROI. Present insights and recommendations for continuous improvement.
• Team Leadership & Management: Lead, mentor, and develop a high-performing team of customer marketers. Provide guidance and support to team members, ensuring they have the tools, resources, and direction to excel in their roles.
• Brand management: Oversee management of key channel specific brands and NPD to further drive performance in the channels.

What you’ll bring:

• Experience: Minimum of 5-7 years of experience in customer marketing, trade marketing, or brand management within the FMCG, beverage, or wine industry. On-trade specific experience preferred. Proven experience in developing and executing successful marketing campaigns across multiple markets is essential.
• On-Trade and retail Expertise: In-depth knowledge of the on-trade and retail environments including relationships with key customers (restaurants, bars, hotels) and understanding of sales dynamics in the channel.
• Marketing Strategy & Execution: Strong ability to create and execute customer marketing strategies that align with both brand goals and customer needs. Experience with integrated marketing campaigns across multiple channels (e.g., trade events, digital, print, in-store activations).
• Analytical Skills: Strong analytical skills, with the ability to use data and insights to drive decision-making and optimise marketing campaigns. Experience in measuring and reporting on campaign effectiveness and KPIs.
• Customer-Centric Approach: Passion for understanding customer needs and creating marketing strategies that build long-term relationships and drive loyalty.
• Collaboration & Stakeholder Management: Strong interpersonal skills and experience working with cross-functional teams (sales, brand, product, digital) and external stakeholders (distributors, retailers, agencies) to drive shared objectives.
• Communication Skills: Excellent communication skills, both written and verbal, with the ability to influence stakeholders at all levels of the organisation.
• Creativity & Innovation: A creative thinker who can develop engaging and impactful campaigns for the On-Trade channel, leveraging new trends, technologies, and insights.
• Project Management: Strong project management skills, with the ability to manage multiple initiatives simultaneously and deliver them on time and within budget.

Additional Requirements:

• Business travel may be required from time to time.
• Occasional out of hours work may be required.

What you can expect:

Accolade Wines will provide the ideal climate and a hand-picked rewards package for you to make a difference in our successful and growing business. You will also have access to:

• Wine allowance and access to unique wine specials.
• Flexible working (Up to 2-3 days working from home).
• Paid Parental Leave.
• Start your weekend early with our Fast Friday finishes!
• Loyalty Leave.
• Accolade Wines Anniversary day off.
• Go Beyond Day - making a difference in your local community.
• Access to an extensive online learning library.
• Employee Assistance Program.
• Various exclusive employee discounts.

At Accolade Wines we are dedicated to building a diverse, dynamic and inclusive culture.