Name: Damian Madden
Title: Director of Digital Transformation and Consumer Experience
Company: Pernod Ricard Winemakers
Commenced role: 2021
Reporting line: Chief Executive Officer
Member of the executive team: Yes
Technology Function: 6 in this function (it is separate to broader IT) 3 direct reports
 
Pernod Ricard Winemakers (PRW) is a premium wine business with iconic brands across Australia, New Zealand, Spain and the US.
 
When Damian Madden joined PRW three years ago, the company didn’t have a centralised CX/engagement function and no way to directly connect with and engage consumers. Madden was tasked with reshaping the company’s approach to digital engagement.
 
In response to this challenge, Madden established a new strategic digital and CX centre of excellence, aimed at accelerating business growth, driving transformation, and commercialising consumer experiences. His initiatives covered a wide spectrum, from customer service and warehousing to leveraging cutting-edge technologies for long-term business growth.
 
Changing consumer experience with VNTNR
 
One of Madden’s most notable achievements at PRW has been the creation and launch of VNTNR, an industry-disrupting omnichannel luxury fine wine platform. VNTNR has changed how the next generation of consumers experiences and purchases fine wine, all while maintaining harmony with PRW’s existing B2B operations.
 
How this was achieved:
– End-to-End System Implementation:  Madden led the complete setup of a new direct-to-consumer (D2C) tech stack, including Shopify and various logistics, storage, and customer service systems.
– Innovative UX Approach: He deployed a unique UX strategy, intentionally making the path to purchase more engaging to build deeper connections with younger wine consumers.
 
Internal and external leadership
 
Damian’s ability to inspire and lead change has won over internal stakeholders, particularly in senior leadership. His efforts to integrate digital, technology, and CX into the core of PRW’s operations have influenced company-wide KPIs, ensuring that consumer experience is prioritised at all levels of the business.

Outside of his work at PRW, Damian is an advocate for digital technology’s role in driving societal change. He has mentored students in digital design, collaborated with the Sydney Story Factory on digital literacy projects, and advised charitable organisations like Cure Cancer on enhancing donor engagement through emerging digital platforms. Damian is also actively involved in the arts and youth mental health initiatives, including projects that use digital and creative solutions to raise awareness of critical social issues.