Global CRM Communications Specialist

Treasury Wine Estates; Melbourne; Hybrid; AUD 70,000 - 110,000; Full time

Benefits offered by this job

Paid Parental & Caregiver Leave

Volunteer Days

Flexible Work Options

Wine Perks & Discounts

Recognition & Rewards

TWE4ME Day

Job summary

Treasury Wine Estates is seeking a Global CRM Communications Specialist to shape and deliver customer communications across email, SMS, social and automated channels. You will work with CRM, loyalty, eCommerce and brand teams to drive personalized journeys for our global member community.

The role emphasizes data-driven segmentation, cross-functional collaboration and a passion for luxury wine brands. Join us to elevate customer experiences across Penfolds and CellarDoor.Co.

Qualifications

• Experience in CRM, loyalty, digital marketing or customer engagement roles.
• Strong understanding of customer segmentation, lifecycle marketing and personalised communications.
• Data-driven mindset with the ability to translate insights into actionable campaigns.
• Experience using CRM platforms such as Salesforce, Shopify, Klaviyo or Yotpo.
• Experience with platform migrations/set up is advantageous.

Responsibilities

• Own and manage the global CRM communications calendar for Penfolds and CellarDoor.Co.
• Develop and execute CRM campaigns across email, SMS, social and automated customer journeys.
• Drive customer acquisition initiatives to grow the global member database.
• Monitor and report engagement performance, providing insights and recommendations to stakeholders.
• Enhance and optimise customer journeys, including onboarding, retention and re‑engagement programs.
• Create audience segmentation strategies that enable targeted and personalised communications.
• Develop global CRM content strategies aligned to brand, loyalty and eCommerce priorities.
• Partner with cross-functional teams to deliver customer‑focused campaigns informed by data and behavioural insights.
• Identify opportunities to improve customer experience, engagement and commercial outcomes through CRM initiatives.

Skills

CRM

Loyalty programs

Digital marketing

Customer segmentation

Lifecycle marketing

Personalised communications

Tools

Salesforce

Shopify

Klaviyo

Yotpo

Job description

About us

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, and we are proud of our portfolio of brands that have tremendous heritage, rich quality, and a reputation for excellence across the globe.At TWE, we are led everyday by our purpose, Boldly Cultivating. We are boldly cultivating value through our brands, wine, people & environment for enriched and joyful communities.

At TWE we cultivate our teams to be their very best. And in turn, our people push us to make bigger and bolder decisions. Our focus on Boldly Cultivating unites us as a global team and fuels our vision to become the world’s most desirable luxury wine company – known for the experiences we create for our consumers, customers, partners, suppliers and our people. Learn more about ourpeople promise and our renownedportfolio of global brands.

About us

Treasury Wine Estates (TWE) is one of the world’s largest wine companies, and we are proud of our portfolio of brands that have tremendous heritage, rich quality, and a reputation for excellence across the globe.At TWE, we are led everyday by our purpose, Boldly Cultivating. We are boldly cultivating value through our brands, wine, people & environment for enriched and joyful communities.

At TWE we cultivate our teams to be their very best. And in turn, our people push us to make bigger and bolder decisions. Our focus on Boldly Cultivating unites us as a global team and fuels our vision to become the world’s most desirable luxury wine company – known for the experiences we create for our consumers, customers, partners, suppliers and our people. Learn more about ourpeople promise and our renownedportfolio of global brands.

About the Role

Join the Penfolds team as a Global CRM Communications Specialist, responsible for shaping and delivering customer communications that engage, grow and retain our global member community. Working across CRM, loyalty, eCommerce and brand teams, you'll drive content, segmentation and customer journey strategies that deliver personalised, customer‑centric experiences across email, SMS, social and automated channels.

Key Responsibilities

• Own and manage the global CRM communications calendar for Penfolds and CellarDoor.Co.


• Develop and execute CRM campaigns across email, SMS, social and automated customer journeys.


• Drive customer acquisition initiatives to grow the global member database.


• Monitor and report on engagement performance, providing insights and recommendations to stakeholders.


• Enhance and optimise customer journeys, including onboarding, retention and re‑engagement programs.


• Create audience segmentation strategies that enable targeted and personalised communications.


• Develop global CRM content strategies aligned to brand, loyalty and eCommerce priorities.


• Partner with cross-functional teams to deliver customer‑focused campaigns informed by data and behavioural insights.


• Identify opportunities to improve customer experience, engagement and commercial outcomes through CRM initiatives.

About You

• Experience in CRM, loyalty, digital marketing or customer engagement roles.


• Strong understanding of customer segmentation, lifecycle marketing and personalised communications.


• Data‑driven mindset with the ability to translate insights into actionable campaigns.


• Experience using CRM and marketing platforms such as Salesforce, Shopify, Klaviyo, Yotpo or similar.


• Experience with platform and program migrations / set up extremely advantageous


• Exceptional stakeholder management skills with the ability to collaborate across multiple teams and regions.


• Highly organised, with the ability to manage competing priorities and deadlines.


• Strong written communication skills and a passion for delivering engaging customer experiences.


• An interest in luxury brands, consumer trends and creating world‑class customer journeys.

Why you’ll love it here:

Our culture is built on bringing our whole selves, being courageous and delivering together – it’s our DNA and the heart of who we are at TWE. We prioritize your growth with access to global career opportunities and structured programs designed to support your health, wellbeing, and career development. Learn more about our benefits and culturehere.

Benefits depend on your work category and may include

• Paid Parental & Caregiver Leave:Generous time off for life’s big moments.


• Volunteer Days:Get paid to give back—2 full days each year!


• Flexible Work Options:Find your flex—hybrid and custom schedules available for certain roles.


• Wine Perks & Discounts:Enjoy exclusive employee pricing on the world’s best wines, plus receive a generous quarterly wine allowance.


• Recognition & Rewards:Celebrate wins and earn fun rewards. Plus, a “TWE4ME Day” – a day to spend however you choose!

It takes all varietals

Just like the wide range and variety of brands in our wine portfolio, TWE embraces diversity and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran status, disability, or any other legally protected characteristic. If you require assistance or accommodation during the application process, please [e-mail], quoting the job title and reference number.