Mick McPherson
Operations & Marketing Manager

Mick McPherson is a seasoned commercial and marketing leader with more than two decades of experience in the wine industry, spanning digital transformation, operations, and strategic brand building across Australia and the UK. As Operations & Marketing Manager at Brokenwood Wines, Mick leads with a digital-first philosophy—driving performance across the cellar door, restaurant, and online experiences.

He previously held the role of National Business Manager – Digital at Samuel Smith & Son, where he led the company’s digital transformation agenda. Mick delivered exceptional results, growing B2B online sales by 460% and scaling D2C revenue by more than 700%. He managed flagship assets such as Cellar 1849 and Trade Portal, and led omni-channel strategy development, digital capability building, and e-commerce optimisation across the business.

Before returning to Australia, Mick served as Commercial Manager at Negociants UK, where he had full commercial oversight across the UK and European operations. This included strategic planning, financial and tax compliance, promotional analytics, sales forecasting, IT systems, warehousing, and customer service. His leadership brought structure, discipline, and innovation to the international business.

Earlier in his career, Mick was Commercial Manager – NSW at Samuel Smith & Son, managing state-based operations and aligning them with national sales strategy. He also led global brand development and cellar door operations at 3 Oceans Wine Company in Margaret River.

Mick holds a Bachelor of Commerce (Marketing) with Distinction and brings a visionary, hands-on approach to Brokenwood Wines.