Australian Wool Innovation (AWI) has announced the appointment of Sam Guthrie as General Manager: Global Business Development. AWI Chief Executive Officer Stuart McCullough said Mr Guthrie will be responsible for building strategic alliances with key accounts globally and driving business development opportunities as part of the new position.

“In this role Sam Guthrie is responsible for the leadership of the international network, with Country Managers reporting through to this role. The change from Regional Managers to one Global Manager better aligns with AWI's new strategic direction. I congratulate Sam on this significant appointment and look forward to working with him to reconnect the world with our great natural fibre.”

Guthrie comes to the position having been the Country Manager for Greater China since 2006, stationed in Shanghai.  He holds a B.A. honours degree in Professional Communications and a masters degree in International Relations. He has worked in a variety of marketing communication roles, predominantly building retail brands in international markets and providing training to retail staff selling added value products.

Guthrie joined AWI in 2004 to help manage the development of its international trade advocacy strategy, being responsible for the establishment of the AWI China Free Trade Agreement Committee. He has worked to help transform AWI from a purely R&D organisation to a fibre marketing and research company.

This year Guthrie began the largest Merino wool promotion ever carried out in China, working with the state owned media giant China Business Network on a 9-week TV series to 66 million viewers as well as leading fashion magazines. The promotional campaign highlights how to dress with style is to dress with wool, using fine fabrics and tailoring using Australian Merino wool to position wool as a premium fibre in the world’s fastest growing luxury market.