Global Assistant Brand Manager at Penfolds (Treasury Wine Estates)

Led the global rollout of shopper marketing and activation across in-store retail, on-premise, luxury POS, popups, and travel retail environments. Owned the end-to-end NPD gate process, managing cross-functional communications across Supply, Finance, Sales, Creative, Content, Regional Marketing, Leadership, and external agency partners. Designed and implemented shopper-led consumer programs (GWP, merchandising frameworks, gifting initiatives), driving conversion, engagement, and channel growth. Collaborated with PR, Partnerships, Content, and Media teams to deliver limited-edition collaborations, campaign launches, and culturally relevant brand moments.