Yalumba, Australia’s oldest family-owned winery, launched its first digital direct-to-consumer initiative, the Yalumba Wine Club, in 2017. This large-scale project involved multiple departments and stakeholders, including IT, Marketing & Communications, Winemaking, Production, Shipping, and the Cellar Door. As Digital Brand Manager, I served as the lead product owner and guided the design, development, and go-to-market strategy. This included the website design and build, content strategy across social media, YouTube, web, and eDMs, as well as digital media, internal communications, industry and consumer outreach, member engagement, and CRM.

In 2018, Yalumba relaunched its website to align with the updated masterbrand, integrating and optimising the Yalumba Wine Club. The new, award-winning website focused on elevating the brand and enhancing eCommerce, significantly improving brand discovery and education, shortening the path-to-purchase, and growing the brand’s database. New features included events, cellar door and winery tour bookings, and a Museum release directory.

Role: Digital Brand Manager, Yalumba

Year: 2017-2019