About the role

The Business Development Director – L&I and French COO is a senior commercial leadership role based in Shanghai, responsible for architecting and accelerating the growth of Penfolds’ most prestigious wine portfolios within Mainland China. With a focus on the Luxury & Icon (L&I) tier and French Country of Origin (COO) wines, this role is pivotal in shaping the future of Penfolds’ premium business in one of the world’s most dynamic and competitive luxury wine markets.

The role leads the end-to-end commercial strategy for these portfolios—from defining the business blueprint and identifying high-potential consumer segments, to establishing the right Route-to-Market (RTM) and driving execution through cross-functional collaboration. It is accountable for delivering volume, profit, and depletion objectives, while building internal and external confidence in the long-term potential of L&I and French COO wines.

Commercial Strategy & Business Growth

• Define and lead the commercial strategy for Penfolds’ Luxury & Icon (L&I) and French Country of Origin (COO) portfolios in Mainland China.
• Set clear volume, value, and depletion targets aligned with brand positioning and business objectives.
• Identify growth opportunities across regions, channels, and consumer segments to drive sustainable business expansion.
• Ensure commercial plans are grounded in market realities and aligned with global brand direction.

Route-to-Market & Channel Development

• Design and implement the optimal Route-to-Market (RTM) strategy to reach high-potential consumers through the right channels and partners.
• Identify, evaluate, and engage the most suitable distributors, retailers, and on-trade partners to build a premium and scalable presence.
• Collaborate with sales teams to ensure effective execution of channel strategies and customer engagement plans.
• Monitor channel performance and recommend adjustments to maximize reach, efficiency, and brand integrity.

Cross-Functional Leadership & Execution

• Act as the business lead for L&I and French COO initiatives, driving alignment and collaboration across Sales, Brand, Trade Marketing, Finance, and Supply Chain.
• Translate consumer and market insights (provided by Marketing and external sources) into actionable commercial strategies and execution plans.
• Lead the planning and execution of key commercial projects, ensuring clarity of roles, timelines, and deliverables.
• Serve as the central point of coordination for all L&I and French COO-related activities, ensuring consistency and accountability.
• Build internal belief and engagement through clear communication, strategic storytelling, and results-driven leadership.

Performance Management & Innovation

• Establish and track KPIs to measure business performance, distributor effectiveness, and market execution.
• Lead regular performance reviews and drive continuous improvement through data-driven insights and agile decision-making.
• Pilot and scale innovative business models (e.g., DTC, CRM, new channel formats) to unlock new growth levers.
• Foster a culture of commercial excellence, experimentation, and learning within the broader team.

Capability Building & Culture Development

• Identify capability gaps across the commercial organization related to premium portfolio management, RTM execution, and customer engagement.
• Partner with Sales Enablement, HR, and cross-functional leaders to design and implement targeted training, tools, and frameworks.
• Promote a culture of learning, experimentation, and continuous improvement within the L&I business.
• Serve as a role model for entrepreneurial thinking and agile leadership across the broader team.

Innovation & Pilot Initiatives

• Identify and lead pilot programs that test new business models (e.g., DTC, CRM, new channel formats) tailored to the Chinese market.
• Collaborate with cross-functional teams to design, launch, and evaluate pilots with clear success metrics and scalability potential.
• Act as a catalyst for innovation, challenging conventional approaches and introducing bold, consumer-centric solutions to unlock new growth levers.

About you

• Strong background in business development, commercial strategy, or project management within the wine, luxury goods, or FMCG sectors.
• Deep understanding of premium and luxury portfolio management, international markets, and go-to-market strategies.
• Project Management: Ability to lead complex, cross-functional initiatives independently.
• Communication & Collaboration: Strong interpersonal and communication skills to engage stakeholders across markets and functions.
• Influencing & Stakeholder Management: Proven ability to influence without authority and manage senior-level relationships.
• Analytical Thinking: Data-driven approach to strategic planning and decision-making.
• Language Proficiency: Fluent in English (written and spoken); additional language skills are a plus.
• Entrepreneurial, results-driven, and passionate about luxury and innovation.
• Comfortable navigating ambiguity and working in a fast-paced, evolving environment.