Treasury Wine Estates announces new CMO after Marton departs

Simon Marton

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.

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