Loyalty Manager
Deadline for applications: Wednesday, 10th September 2025
Best known for Ladies who Shoot their Lunch, Fowles Wine has an extensive portfolio of cool climate wines and is continually expanding its market reach, domestically and globally. Their ongoing investment in innovation, technology and product development has achieved industry recognition and commercial success, with further growth plans underway for the vertically integrated wine business.
Following the opening of their stunning, purpose-built cellar door and restaurant in Victoria’s Strathbogie Ranges, Fowles Wine has launched two new direct-to-consumer loyalty programs, redefining how customers connect with the brand. Significant technical and marketing efforts have created an exciting platform and key pillar of customer experience for Fowles Wine.
Reporting to the Sales & Marketing Manager, the Loyalty Manager will champion the direct-to-consumer loyalty programs for Fowles Wine, leading operations and growth opportunities. Based at the estate in Avenel, this role offers hybrid working conditions and opportunities for career progression.
This forward-thinking and family-owned wine business places a strong focus on people and culture, attracting outstanding industry professionals and a committed team.
Key Responsibilities
- Actively drive wine sales by identifying member preferences, tailoring offers, leveraging seasonal campaigns, and converting and nurturing high-value visitors into subscribers
- Oversee day-to-day program management including processing and managing sign-ups, member care, retention, data quality, and CRM integrity
- Be the first point of contact for DTC loyalty program enquiries and customer service, including assisting in tastings and wine selections
- Liaise with tech support to troubleshoot any system issues, identifying opportunities to enhance customer experience
- Champion the Loyalty Program internally – align with the Operations Manager to support and train Tasting Room Team to deliver best-in-class execution and customer experience
- Assist the Sales and Marketing Manager in planning and executing EDM campaigns and DTC loyalty program communications
- Responsible for maintaining optimal customer data integrity
Job Requirements
- 3+ years of experience managing loyalty programs, ideally in the wine industry or hospitality
- Strong technical capability and fluency in CRM, POS and ecommerce platforms
- Analytical thinker, with the ability to use data and insights as part of continuous improvement
- Strong interpersonal and communication skills
- Impeccable attention to detail, with strong time and project management capabilities
- Excellent customer service skills and proven ability to identify high-value customers and nurture them along the sales funnel
- Passion for wine and enthusiasm to be the hands-on champion of the Loyalty Programs with both staff and customers
- Field-based self-starter, with the ability to work autonomously and proactively
- Hybrid working available with a minimum of 3 days on-site in Avenel
To discuss this role or receive a copy of the position description, contact Stephanie Wood at swood@winenet.com.au or 0408 939 780.
More About Fowles Wine
Fowles Wine is a vertically integrated wine business that includes 120 Ha of vineyard; a state-of-the-art winery and bottling facility; purpose-built cellar door and restaurant; and established sales channels in Australian and global markets.
Located 100km north of Melbourne and characterised by ancient granite boulders, the Strathbogie Ranges has emerged as a truly distinctive, high-altitude cool climate wine region. Fowles embodies an inherent respect for the environment, with generations of knowledge and a passion to improve the land. With a healthy obsession for experiencing the unknown and pushing the boundaries in food and wine, they stand for the adventurous, those who take the path less travelled, curious about what could be found off the beaten track.
Friends of Fowles
The pursuit to ‘discover the unexpected’ is reflected in the new loyalty programs, with a contemporary and adaptive offering which is supported by impressive, cutting-edge technology and systems.
The Friends of Fowles loyalty programs include the Granite Wine Club, which offers a variety of subscription levels and special rates at the Cellar Door and in the restaurant, as well as the more recently launched Fowles VIP rewards program. At the heart of this is a first-class team and a sophisticated system designed to provide a high-value and rewarding customer experience.
Fowles have 6 core wine brands, plus additional small batch and project wines, each with an individual identity and story. The portfolio of cool climate wines from the Strathbogie Ranges has a diverse range of varieties and wine styles – something for every level of adventurer.
