Kjetil Undhjem

Treasury Wine Estates (TWE) has announced the appointment of Kjetil Undhjem as Chief Marketing Officer for Treasury Premium Brands (TPB).

TPB was established in July 2021 when TWE refreshed its operating model to create three separate divisions in TPB, as well as Treasury Americas and Penfolds. TPB, which is led by Managing Director Peter Neilson, is focused on global growth for key brands including Wolf Blass, Wynns and Pepperjack, as well as 19 Crimes and Squealing Pig.

Undhjem, whose first names in pronounced ‘Shettle’ joins TPB from ANZ bank where he has been Head of Brand Strategy & Marketing since the start of 2020. Prior to that he has held senior roles in marketing, product management, business development and innovation across FMCG, banking, and resources for more than 20 years.

In the newly-created CMO role, Undhjem, who is originally from Norway, will have responsibility for leading and delivering the 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.

Leadership of the marketing function for TPB was previously incorporated into the Chief Marketing Officer and General Manager Sales for Australia and New Zealand role, held by Angus Lilley.

Following the establishment of the standalone Chief Marketing Officer role in July 2022, Lilley has taken on the role of General Manager Sales for Australia and New Zealand, and Global Growth Channels. In this role, Lilley is responsible for the global travel retail, direct to consumer, and on-premise channels, as well as sales for Australia, New Zealand and Canada.

Undhjem will report directly to Neilson and will commence his new role with TPB on 19 September.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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