Treasury Wine Estates has promoted two of its key marketing leaders following the departure of global CMO, Simon Marton, after more than 20 years, states a company press release.
TWE, the ASX-listed wine producing giant, produces brands such as Penfolds, Yellowglen, Wolf Blass and Seppelt. It was formed after a demerger with Foster’s Group in 2011 splitting wine from the beer portfolio.
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 the 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 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 market reach in the US. CEO Michael Clarke has announced a series of changes to the route to market in the US. These include 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 previously held local and global brand and marketing positions across the Penfold’s brand. Lilley remains based in Australia.