Shelly Murphy (Know Europe 2007
UNISA, Adelaide, Australia)
Present position: Marketing Executive Retail - Australian Wine and Brandy Corporation
Smidswater 27 - NL-2514 BW DEN HAAG - shelly.murphy@wineaustralia.com
Based in the Netherlands, I manage the development, co-ordination and execution of initiatives in the Retail segment to increase the awareness, image and profile of the Australian Wine category within Continental Europe.
Studying the International Know Europe Program truly changed my life. The 4 week intensive course took place in Brussels, Amsterdam, Normandy, Paris and Barcelona.
Through a series of lectures and field trips, I developed a comprehensive marketing plan for a local Adelaide winery from South Australia and conducted market research with potential partners within Europe.
With the aim of expanding the Australian Wine category with the EU region, the Know Europe program provided a valuable insight into export and market trends.
After completing the Know Europe program I was offered the role of Marketing Executive – Retail for Wine Australia. Based in the Netherlands, I am now part of the market development team responsible for formulating and implementing Wine Australia’s collaborative export marketing and promotional activities within Continental Europe.
