Leading Treasury Wines Estates (TWE) brand Penfolds has announced the transition of its Global Retail Travel (GTR) marketing team into the Consumer Experience team.
It is led by Head of Marketing – Consumer Experience, DTC & GTR Rhea Guharoy. Lina Lim has also been promoted to Global Marketing Manager GTR. Global Assistant Brand Manager Isobel Hercus, based in Melbourne, will report into Lim.
In her new role, Lim is responsible for global brand and marketing strategy development, as well as the execution of growth initiatives in travel retail.
Working closely with Global Director, Travel Retail Daevid Warren, she is tasked with delivering on Penfold’s vision “to lead the wine category in travel retail, transforming the wine shopping experience and cementing Penfolds’ position as the luxury wine brand and partner of choice in the channel”.
Rhea Guharoy commented: “With recovery in global travel retail accelerating, now is an exciting time to be taking on this new responsibility and supporting the next stage of Penfolds’ journey. There is huge potential for wine in this dynamic channel and I’m confident that through a combination of our unparalleled consumer insights, an iconic portfolio of wines, and proven commitment to innovation and activation, we can unlock growth in partnership with our retail customers.”
