ASX-listed wine producing giant appoints head of Americas as its new global CMO, promotes Penfold's brand leader to deputy
Treasury Wine Estates has promoted two of its key marketing leaders following the departure of global CMO, Simon Marton, after more than 20 years with the ASX-listed wine producing giant.
TWE produces brand such as Penfolds, Yellowglen, Wolf Blass and Seppelt and was formed off the back of a demerger with Foster’s Group in 2011 splitting out wine from the beer portfolio.
CMO understands Marton left the organisation in mid-February after 20 years with the group.
He has been replaced in the global marketing leadership position by current Americas marketing chief, Michelle Terry, an Australian who has been operating out of the US for the past eight months and who has held a range of regional and global brand roles at TWE since joining in 2008. Her resume also includes stints with Ernst & Young and Ascension Strategic Consultants in the UK and Accenture in Australia.
Terry’s relocation is part of a wider business push to build TWE’s might and market reach in the US, ambition that has already seen its CEO, Michael Clarke, announce a series of changes to the route to market in the US. These included introducing direct and hybrid sales and distribution models, and announcing fresh distribution partnerships as part of its most recent half-yearly financial report.
In addition, TWE has promoted Angus Lilley to deputy CMO, with a remit across A/NZ, South-East Asia, Middle East and Europe. He joined TWE in 2013 and previous held local and global brand and marketing positions across the Penfold’s brand. Lilley remains based in Australia.
Marton started with the group well before its demerger from Foster’s Group, originally joining the marketing function of one of the acquired businesses, Mildara Blass, in its spirit division before switching to wine in 1999. He then rose to category marketing director’s positions before becoming the global CMO in 2013.
Marton has been consistently listed in the CMO50 list as one of Australia’s most innovative and effective marketers.
He told CMO helping to transform TWE to become the number one wine company in the world with powerful global brands at the forefront was a major professional milestone. During his tenure as CMO, market capitalisation has grown from about $2.5 billion in 2014 to over $12bn in 2018.
Marton has also played a key role in leading Penfolds to become one of the world’s most famous wine and luxury brands, and in introducing best-in-class brand, product and digital innovation driving substantial revenue growth for the business.
“We’ve built a world-class marketing organisation with FMCG disciplines consistent across multiple geographies,” he said.
And next steps?
“After more than 20 years with TWE, I’m taking the time to explore new opportunities in Australia where I can transfer my skills and experience,” Marton said.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu
I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.
CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.
Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...
Giridhar Prathap Reddy
Australian Open chalks up strong ticket sales with chatbot
Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.
Melinda Gonzalez
CMO launches CMO CX, debuts customer experience maturity assessment
A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...
Ian Moyse
Salesforce: Personalisation is a long way off what consumers now expect
Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...
rsgame
Image intelligence:10 must-see infographics for marketers
One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...
Abhinav Mohan
How email marketing automation is helping this Aussie electrical wholesaler enter the digital age