Treasury Wine Estates confirms new global CMO

Latest promotion by Australian-based Penfolds, Seppelt wine owner follows departure of former Americas-led chief marketing officer, Michelle Terry

Angus Lilley
Angus Lilley

ASX-listed Treasury Wine Estates has a new global chief marketing officer following the departure of global CMO, Michelle Terry, in August.

Terry was promoted to global chief marketing officer of the wine maker in April last year, after previously acting as Americas marketing chief based in the US. She’d been with TWE since 2008, holding a number of regional brand and marketing roles.

Alongside Terry’s promotion, which was very much designed to put the emphasis on the Americas, TWE also appointed Angus Lilley as deputy CMO, with a remit across Australia, New Zealand, Middle East and Europe. Lilley joined the group in 2013 as a global brand business director.

And it is now Lilley who now holds the global marketing reins, taking up the CMO’s post in August following Terry’s official departure, the company confirmed. The remit encompasses leading marketing strategy and implementation for the portfolio of wine brands across all regions, a list that includes Penfolds, Wolf Blass, Squealing Pig, Seppelt and 19 Crimes.

“Angus has a proven track record for developing effective brand strategies and leading strong teams, and challenges the status quo in the ever-changing marketing landscape,” the company states on a company posting.

In a LinkedIn post, Terry said she’s now back in Melbourne and looking for her next professional endeavour.

I’m so pleased to have worked in all TWE’s international markets and developed strategies and campaigns for such an amazing portfolio of brands and truly phenomenal wines,” she stated.

Terry’s promotion came following the departure of Simon Marton after a 20-year tenure with the business that commenced in the 1990s as brand manager for acquired group, Mildara Blass. This was well before TWE’s demerger from Foster’s Group in 2011. Marton was made CMO in 2013.

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