Amanda MacMillan

Chief Executive Officer @ Mornington Peninsula Wine

About

With a background in international strategic marketing and digital leadership across wine, agriculture and FMCG, I craft compelling narratives that elevate brand reputation, strengthen consumer connection and deliver commercial impact. As CEO of the Mornington Peninsula Vignerons Association, I champion the growth and recognition of the region’s fine wines nationally and internationally. I work closely with our members - acclaimed producers - industry bodies, government partners and tourism operators to support a vibrant, collaborative wine community. Mornington Peninsula wines are shaped by a distinctive maritime environment, surrounded by three bodies of water and moderated by constant sea breezes, contributing to their elegance, balance, and restraint. There is a genuine sense of community across the Peninsula, united by a shared commitment to crafting exceptional cool-climate wines that express a true sense of place.

Country

Australia

City

Melbourne

Industry

Marketing & Advertising

Skill

Strategic Partnerships, Tourism Marketing, Sponsorship, Government Relations, Membership Relations, Membership Development, Leadership, Team Leadership, Team Building, Contract Negotiation, Contract Management, Negotiation, Salesforce Marketing Cloud, Sprout Social, Litmus, Teamwork, Relationship Building, Sales Management, Budget Monitoring, Offshore Project Management

Experience

Chief Executive Officer

Mornington Peninsula Wine

2025-8 - Present · 1 yr 2 mos

As CEO, I champion the growth and recognition of the Mornington Peninsula’s elegant, cool climate wines nationally and internationally. I work closely with our members, acclaimed producers, industry bodies, government partners and tourism operators to support a vibrant, collaborative wine community.

Global Lead - Digital Marketing

Nufarm

2019-9 - 2025-8 · 6 yrs

Melbourne, Australia

As head of Global Digital Marketing, responsibilities include shaping the Global Digital strategy across the Nufarm business. Creating a seamless and personalised end-to-end digital journey for growers, channel partners and influencers. With a lens of enhancing their experience, measuring and optimising customer value. To achieve this, continuing to build and harness our local digital expertise across the globe in North America, Europe & Australia, enhancing online UX and CX across our 62 websites and implementing a global marketing automation platform (Salesforce Marketing Cloud) to improve personalisation.

Customer Marketing Lead - Australia & New Zealand

Nufarm

2017-8 - 2019-9 · 2 yrs 2 mos

Laverton North, Victoria, Australia

Head of Customer Marketing (Broadacre & Horticulture). Member of the Regional Leadership team. Led a team of technical and strategic Marketers to create & navigate the customer centric strategic marketing roadmap for Nufarm engaging with Growers & Channel Partners to optimise UX and CX and bring innovative crop protection solutions to market.

Head of Marketing (Australia & International Markets)

De Bortoli Wines

2014-9 - 2017-8 · 3 yrs

Melbourne, Australia

Head of Marketing role (led & grew a team of 9 brand & digital marketers & graphic designers) across domestic and international markets (70+). Major accomplishments included leading strategic master brand re-positioning & relaunch, market segmentation & new brand architecture for 20+ brands. Additionally, digital marketing strategy development & website optimisation (including redesign, content curation & analytics).

International Marketing Manager (North America) - Group Shavers

BIC

2012-7 - 2014-7 · 2 yrs 1 mo

Shelton, Connecticut USA

Relocated internationally to be based in the USA for a Global Shavers Marketing role. Working in a matrix structure, key achievements included strategic new product development with R&D technical team (Athens HQ) & launch of a new women's shaver. Led consumer research & performance testing, validated pricing & positioning for new women's shaver to launch in North America & international markets (Soleil Glow).

Marketing Head - Oceania

BIC

2010-7 - 2012-6 · 2 yrs

Melbourne, Australia

Head of Marketing role - led a team of marketers across Australia & New Zealand. Responsible for the profitable growth of all categories - Stationery, Shavers & Lighters. Key successes included delivering the largest recorded Back to School Stationery program, rolling out national on counter point of sale for Lighters & maximising the All Blacks Rugby World Cup sponsorship in New Zealand.

Marketing Manager - ANZ

McCain Foods

2005-1 - 2010-7 · 5 yrs 7 mos

Ballarat, Victoria, Australia

Led a small team. Achieved record market share for frozen Pizza category & Healthy Choice frozen Dinners & re-positioned McCain frozen Vegetables including the launch of the Schools Veggie Patch program & packaging re-design. Launched Season's Choice Frozen Fruit as a new category into the McCain portfolio. Responsible for the P&L across all categories & large marketing budgets leading integrated marketing campaigns & development of 14 TV commercials including briefing & partnering with agency.

Senior Product Manager Everyday Writing (Paper Mate, Liquid Paper, Sharpie, Accent, Expo)

Newell Brands

2001-1 - 2005-1 · 4 yrs 1 mo

Melbourne, Australia

Gillette divested the writing instruments portfolio in January 2001 & with this transition I was appointed a role in Marketing & relocated back to Melbourne. Over the years I was responsible for protecting & growing market leading brands such as PaperMate & Liquid Paper but was also responsible for positioning & growing the Sharpie brand in Australia translating customer insights from North America. Role involved securing & managing key sponsorships & partnerships with Tennis Australia & the MotoGP & Supercars with Sharpie Autograph Island; leveraging the Back to School & Tax Time key programs for the business & introduction of new products. Significant profitable growth & market share gains during tenure at Sanford were achieved.

Sales Analyst, VIC Territory Manager & SA/NT State Sales Manager

Gillette Australia

1998-5 - 2000-12 · 2 yrs 8 mos

Adelaide, Australia

Commenced my career as an Analyst supporting both Sales & Marketing teams reporting into the Head of Sales for writing instruments. Within 12 months commenced a sales role as Territory Manager based in Victoria. Within 6 months was promoted to State Sales Manager & relocated to reside in Adelaide to lead a small sales team. Responsibilities included & building customer relationships in both South Australia & the Northern Territory and exceeding sales targets.