Title:  Destination Manager - Nederburg Brand Home

We Go Places! How about you?
Job Grade: 15 
Location: Paarl
Function: Commerce
Sub Function: Commerce - Marketing - Sponsorship
Type of Contract: Permanent
Reference Number: 138233 
Closing Date: 13/06/2025

Purpose of the role:

The Destination Manager is responsible for the end-to-end management of the Nederburg Destination and will lead the on-site team, specialising in destination marketing initiatives, developing and maintaining operational excellence, and growing the branded offering through events, consumer engagements, and other marketing extensions. As a hospitality expert, this candidate needs to consistently lead with an outstanding experience for all guests.

Key Responsibilites:

Destination Vision, Strategy and Marketing

• Develop the vision for the destination and lead the implementation of the strategy.
• Manage any Capex project.
• Define the annual business plan, aligned with brand strategy, growth objectives and hospitality and leisure trends.
• Communicate the destination strategy to all stakeholders and lead the implementation of the plan with broad initiatives & quantified action plans.

Team Management

• Create and manage a strong internal core team to drive the destination strategy.
• Embed values and behaviours.
• Foster a culture of excellence in customer experience and hospitality including the setting, training, monitoring and evaluation of standards.
• Manage and ensure capability building and succession planning for the team.
• Accountable for the management of all aspects of the Nederburg guest experience.

Business Growth

• Build sound strategies and practices to grow the business.
• Explore new opportunities to expand the bottom line – maximising all revenue streams including retail/brand goods, F&B, events etc .
• Develop innovative ideas for experiences based on marketing strategy, messaging, and business objectives.
• Own and drive sales through the Direct to Consumer (DtC) channel.
• Ensure the Destination P&L target is achieved, and manage the Income statement to ensure a commercially profitable and sustainable business.

Creative Input

• Be a student of consumers, trends, competitors, and culture. Listen, learn, and mine insights that direct the destination and experiences into amazing places.
• Identify consumer trends and benchmarking of competitive destinations to deliver against strategy.
• Work with agencies, content creators and stylists, to develop appropriate material to execute the destination business plan.
• Conceptualise and develop activation strategies to achieve consumer engagement and create memorable experiences.
• Provide inspiration for the team in creative sessions.

Digital

• Develop the online presence of the destination, through e-commerce and social media.
• Develop an ongoing brand/visitor relationship through CRM: implement the optimal consumer engagement journey for the Destination from pre- to post-use data to provide brand feedback, innovation, and messaging and create meaningful relationships with our visitors.
• Ensure that the website and shop are up to date and reflect our brand identity. 

Stakeholder Engagement

• Represent and champion Nederburg within the internal network and to external stakeholders.
• Ensure that Nederburg is part of the local community, overseeing the site team to ensure a strategic, mutually beneficial approach to leverage opportunities.
• Drive group visits, develop promotional partnerships (local and national), and ensure the destination is represented at appropriate trade fairs, expos, etc
• Provide support in the absence of the winemakers by being the face of the brand for the execution of localised events, public relations/customer initiatives as well as activities to ensure the brand remains top of mind with our sales teams.

Education & Experience:

• A relevant tertiary qualification.
• Suitable wine qualification (WSET 2 or CWA Certificate)
• At least 5 years in a similar role with customer-facing experience (sales, marketing, tourism or hospitality).
• Established network within the wine and tourism industry will be beneficial.
• Exceptional leadership and people management skills, and ability to lead diverse teams.
• Excellent communication skills on all levels.
• Excellent presentation skills and the ability to adapt to different groups and their needs.
• Excellent social skills.
• Superior financial acumen skills to manage the budget and monthly income statement to optimise profit.
• Strategic thinking & good problem-solving ability
• Awareness of and interest in current trends.
• Digitally competent with proven track record in social media management.
• Experience in design and concept development, with a keen eye for aesthetics.
• Flexible; the ability to quickly change priorities and adapt to a fast-changing environment.
• Ability to work in a fast-paced environment with a focus on continuous improvement.
• Detail orientated.
• Team-player attitude.
• Valid driver’s licence and own reliable transport.

The Company’s approved Employment Equity Plan and Targets will be considered as part of the recruitment process. As an Equal Opportunities employer, we actively encourage and welcome people with various disabilities to apply. Heineken Beverages (South Africa) (Pty) Ltd) is committed to an organisational culture that recognises, appreciates and values inclusion and diversity. You must be fully eligible to live and work in South Africa to apply.