The Community & Trade Marketing Manager plays a critical role in driving brand growth and luxury positioning through direct-to-consumer engagement and trade marketing activation.

Responsible for developing and growing the Sullivans Cove community ecosystem, this role will lead the creation and activation of a tiered membership and loyalty program designed to deepen engagement, increase customer lifetime value, drive recruitment, and strengthen brand advocacy. Alongside this, the role will partner closely with the Sullivans Cove Sales team to develop and execute premium trade marketing initiatives across retail, on premise and strategic accounts, ensuring Sullivans Cove is consistently represented as Australia's leading luxury whisky brand.

This is a collaborative role requiring a balance of strategic thinking, project management and exceptional task execution.

Membership & Loyalty Strategy

Develop and manage Sullivans Cove's tiered membership and loyalty program.
Create a differentiated membership structure with tier-specific benefits, communications, experiences and offers.
Drive customer retention, loyalty and lifetime value through meaningful engagement initiatives.
Identify opportunities to increase consumer acquisition and member recruitment.

Community Engagement

Build and nurture relationships with members across all loyalty tiers, excluding VIPs.
Develop and execute a 12-month community engagement and communications calendar.
Coordinate member experiences, exclusive events and advocacy initiatives.
Implement member-get-member recruitment programs to drive community growth.
Develop scalable frameworks that can be adapted and deployed across international markets.

Database Growth & Performance

Grow active membership participation across priority loyalty tiers.
Drive engagement and conversion through segmented and personalised communication strategies.
Monitor and report on membership growth, engagement, retention and sales performance.

Trade Marketing (50%)

Trade Marketing Strategy & Execution

Develop and execute annual trade marketing plans aligned with commercial priorities.
Create market activation strategies across retail, on-premise, key accounts, strategic precincts, hospitality groups and independent outlets.
Identify opportunities to elevate Sullivans Cove's visibility, desirability and luxury positioning within trade channels.

Point of Sale & Brand Experience

Develop, manage and deploy premium point-of-sale materials and trade assets.
Lead execution of signature bar designs, ritual serves, branded experiences and venue activations.
Ensure creative, high standards of visual merchandising and in-venue brand representation.

Sales Enablement

Partner closely with the Sales team to support route-to-market execution
Develop sales presentations, trade communications and activation toolkits.
Support the delivery of seasonal campaigns and new product launches through trade channels.
Equip sales teams with best-in-class materials that reinforce Sullivans Cove's premium positioning.

Budget Management & Reporting

Manage annual trade marketing and community engagement budgets.
Track campaign performance and ROI across consumer and trade initiatives.
Deliver post-campaign reporting, insights and recommendations.
Use industry data, trade and customer insights to optimise brand presence.

Experience

6+ years' experience in Trade Marketing, Brand Marketing, CRM, Loyalty or Community Marketing.

Experience within the premium liquor, wine, spirits or luxury goods industry.

Strong understanding of the Australian retail and on-premise liquor landscape.

Experience developing and executing customer loyalty, membership or CRM programs.

Strong project management and organisational skills.

Excellent written communication and stakeholder management abilities.

Demonstrated ability to manage multiple projects simultaneously.

Proficiency in campaign reporting, performance analysis and budget management.

Skills

Strategic thinker with strong commercial acumen.

Highly organised with exceptional attention to detail.

Proactive and solutions-oriented.

Independent self-starter with a strong work ethic.

Collaborative team player who thrives in cross-functional environments.

Passionate about building premium customer and brand experiences.

Community & Trade Marketing Manager - Remote

Job description