Brand Manager - Cape Mentelle

  • Société : Cape Mentelle Vineyards
  • Lieu : Australia
  • Secteur d'activités : Vins & Spiritueux
  • Type de contrat : Emploi à durée indéterminée
  • Métier : Marketing
  • Expérience requise : Minimum 2 ans
  • Référence : WIE00159
  • Date de publication : 12.03.2018


Estates & Wines, the Moët Hennessy wine division, is a unique collection of prestigious wineries spread across 5 continents. Our vineyards are located on exceptional sites and are among the best terroirs of their appellation.


Based in Margaret River, Western Australia and reporting to the E&W Marketing & Communication Director in Paris, the Cape Mentelle Brand Manager is responsible for communicating and driving awareness, desirability and activation of Cape Mentelle on a Global level, making it the reference brand for Margaret River. She/He is responsible for the brand's strategic planning and marketing developments across all regions. 

You will work flexibly and collaboratively with the winery, markets and E&W marketing & communications team.


Brand strategy and equity (10%)

  • Be the ‘owner & guardian' of the brand codes and DNA to ensure consistency of brand execution and activation
  • Provide and present a strategic overview via the PMT process
  • Identify key consumer trends/insights and implications for brand
  • Activate and communicate global brand strategy (brand vision, marketing strategy, marketing mix, DNA, positioning)


Market Management and yearly planning (20%)

  • Work with the estate, Business Development team, core markets and the E&W Marketing team to develop marketing plans
  • Be the marketing point person for Cape Mentelle
  • Deliver an updated brand plan across the annual yearly planning (RMM, Budget)


A&P budget management (5%)

  • Agree on brand budget guidelines with Business Development team and markets 
  • Develop brand A&P budget


Brand identity & packaging (5%)

  • Work with  E&W NPD, Production team and Purchasing teams on packaging & POSM
  • Guardian of brand identity


Innovation (5%)

  • Lead the development of the product innovation concept


Pricing and distribution (5%)

  • Work with the E&W BDD to set pricing guidelines


Off and on-premise visibility & activation (20%)

  • Communicate brand global merchandising strategy & guidelines
  • Develop brand merchandising, POS and promotion tools at a ‘glocal' level
  • Develop the communication platform
  • Lead agency processes


Brand Content & Digital (15%)

  • Develop the marketing plan. Create the content needed (videos, imagery..)
  • Manage all the social media channels and website for Cape Mentelle


KOL (10%)

  • Work with the E&W Marketing Director, Estate Director and SEWCC to refine the Key Opinion Leader strategy


Brand events & PR

  • Develop in-market event concepts
  • Work with SEWCC and PR & Communications to review PR tools


CRM & Hospitality

  • Work with the SEWCC, Cellar Door Supervisor & MHA Head of Digital to review the system for collecting customer data
  • Work with the estate team to provide support to the hospitality plan



Education : 

Degree level


Languages :

Fluent (native or fully bi-lingual) English.


Professional experience & know how :

3/5years' experience in marketing positions

Knowledge of wines & spirits industry or a very strong interest in wines.

Sensitivity to the luxury industry

Global Marketing experience is essential


Technical & management skills :

Experience in project management, detail oriented

Creativity and Rigor

Innovation mindset orientation

Microsoft Office



Personal & interpersonal skills:

Strong appreciation of different markets and cultures.

A get up and go person with drive and determination with attention for detail.

Good communication skills (oral and written)

Strong organizational skills

Strong analytical skills

Intellectually curious

Drive for result & excellence

Pragmatic and hands-on approach to business

Strategic thinking

Intellectually curious

Agility learning

Comfortable in working in a matrix organization


Information à l'attention des candidats

Local permanent contract

Travels into Paris and Key Markets 5 times a year approximatively