New marketing lead for Treasury Premium Brands

July 28, 2022
By Ioni Doherty

Treasury Wine Estates has appointed Kjetil Undhjem (pronounced Shettle Un-d-hjem) as Chief Marketing Officer for Treasury Premium Brands.

Mr Undhjem will be working alongside Managing Director of the division, Peter Neilson (pictured right), to deliver the long-term global growth strategy for a portfolio of award-winning brands, including Wolf Blass, Wynns and Pepperjack, as well as newer, innovation-led brands such as 19 Crimes and Squealing Pig. 

Mr Undjhem will lead and deliver the TPB marketing strategy across the division globally, as well as responding to consumer trends such as premiumisation, wellness and moderation, including the development of no alcohol and low alcohol wines, and the growth in digital channels and e-commerce.

The Chief Marketing Officer role is a new one. TPB’s marketing strategy was previously absorbed in Angus Lilley’s remit as Chief Marketing Officer and General Manager Sales for Australia and New Zealand. Now, Mr Lilley has taken on the role of General Manager Sales for Australia and New Zealand, and Global Growth Channels. He is responsible for the global travel retail, direct to consumer, and on-premise channels, as well as sales for Australia, New Zealand and Canada.

Mr Undhjem joins from ANZ Bank, where he has been Head of Brand Strategy & Marketing since the start of 2020. While he may be new to the world of wine, he certainly is not new to brand marketing having held senior roles in marketing, product management, business development and innovation across FMCG, banking, and resources for more than 20 years, including Kraft Foods, Mondelez, and Norwegian oil and gas company Statoil in Sweden, London, Switzerland and Melbourne.

Mr Undhjem will report directly to Mr Neilson and commences with TPB on 19 September.

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