Compensation InsightHow Endeavour Group Pays
Career levels, Enterprise Agreement wages, penalty rates, retail vs hospitality pay, executive compensation, equity plans, and benefits. Demerged from Woolworths in June 2021, operating Dan Murphy's, BWS, and 350+ ALH Hotels.
At a Glance
Career Level Hierarchy
Endeavour Group has a three-track workforce: ~20,000 retail store staff (Dan Murphy's/BWS) on the EA, ~8,000 hospitality staff (ALH Hotels) on the Hospitality Award, and ~2,000 corporate/technology staff on individual contracts. Band structure inferred from job titles and market data.
Senior Leadership (above E7)
Three-Track Workforce
Retail staff (E1–E2) are covered by the Endeavour Group Retail Agreement 2025 with nationally uniform rates. Hospitality staff are on the Hospitality Industry (General) Award MA000009 with different penalty rate structures. Corporate/technology staff (E3+) are on individual contracts with performance-based pay and STI/LTI eligibility.
Career Lattice (Not a Ladder)
Endeavour promotes lateral career movement across brands: Dan Murphy's, BWS, ALH Hotels, endeavourX (tech), Pinnacle Drinks, and corporate functions. This "career lattice" approach means employees can explore different business areas rather than only progressing vertically within one function.
Compensation by Level
Total compensation breakdown for Sydney, Australia. All values in AUD including superannuation.
| Level | Title | Base (Range) | Variable % | Total Comp (Range) | Equity |
|---|---|---|---|---|---|
| E1 | Team Member 0–2 yrs | A$52K – A$62K | 0% | A$52K – A$62K | GESP eligible |
| E2 | Senior Team Member / Duty Manager 1–4 yrs | A$59K – A$75K | 0% | A$59K – A$75K | GESP eligible |
| E3 | Store Manager / Analyst 3–7 yrs | A$84K – A$110K | 8% | A$91K – A$119K | GESP + SPP |
| E4 | Manager / Specialist 5–10 yrs | A$107K – A$200K | 13% | A$121K – A$226K | SPP + Deferred STI |
| E5 | Senior Manager / Regional Manager 8–14 yrs | A$160K – A$280K | 23% | A$197K – A$344K | Deferred STI + LTI eligible |
| E6 | Head of / Group Manager 12–18 yrs | A$230K – A$380K | 28% | A$294K – A$486K | Performance Rights + Deferred STI |
| E7 | Director / General Manager 15–22 yrs | A$350K – A$600K | 35% | A$473K – A$810K | Performance Rights + Deferred STI |
| E8 | Executive / C-Suite 20+ yrs | A$1.7M – A$2.0M | 160% | A$3.0M – A$9.0M | LTI Performance Rights (200% TFR) |
Source: Glassdoor, PayScale, Indeed, SEEK, Endeavour Group Annual Report FY2025, Endeavour Group EA 2025. Australian values include superannuation (11.5%). Band structure inferred from market data.
Total Compensation Range by Level
E8 (Executive/C-Suite) excluded to avoid scale distortion.
Enterprise Agreement & Award Wages
Endeavour Group Retail Agreement 2025 covers Dan Murphy's and BWS staff (unified from previously separate EAs). Hospitality staff at ALH Hotels are covered by the Hospitality Industry (General) Award MA000009. EA commenced Nov 21, 2025, expires Jun 30, 2029.
Retail EA — Dan Murphy's / BWS (from Jul 2025)
| Classification | Description | FT/PT Rate | Casual Rate | Annual (FT) |
|---|---|---|---|---|
| Team Member | Dan Murphy's / BWS retail team member | A$27.26/hr | A$34.08/hr | ~A$57K |
| Senior Team Member | Experienced retail team member with additional duties | A$28.48/hr | A$35.60/hr | ~A$59K |
| Duty Manager | Shift supervisor / store duty manager | A$30.07/hr | A$37.58/hr | ~A$63K |
Hospitality Award — ALH Hotels (from Jul 2024)
| Level | Description | FT/PT Rate | Casual Rate | Annual (FT) |
|---|---|---|---|---|
| Introductory | New hospitality staff, ALH Hotels entry | A$23.46/hr | A$29.33/hr | ~A$49K |
| Level 1 | Food & beverage attendant, bar staff | A$24.10/hr | A$30.13/hr | ~A$50K |
| Level 2 | Experienced hospitality, basic cook | A$25.50/hr | A$31.88/hr | ~A$53K |
| Level 3 | Qualified cook, skilled attendant | A$27.00/hr | A$33.75/hr | ~A$56K |
Penalty Rate Comparison — Retail vs Hospitality
| Period | Retail FT/PT | Retail Casual | Hosp FT/PT | Hosp Casual |
|---|---|---|---|---|
| Monday–Friday (ordinary) | 100% | 125% | 100% | 125% |
| Monday–Friday (after 6pm) | 125% | 150% | 115% | 140% |
| Saturday | 125% | 150% | 125% | 150% |
| Sunday | 200% | 225% | 175% | 200% |
| Public Holiday | 250% | 275% | 250% | 275% |
EA 2025 — Key Changes
- Unified Dan Murphy's and BWS into single EA
- 3.5% wage increase effective July 2025
- One-time payment: A$150 (FT), A$110 (PT), A$80 (Casual)
- 4 weeks advance roster notice (above industry standard)
- Future increases tied to Annual Wage Review (GRIA)
EA vs General Retail Industry Award
Source: SDA, Fair Work Commission, Endeavour Group Retail Agreement 2025, Hospitality Industry (General) Award MA000009.
Salary by Career Stream
Breakdown across Endeavour Group's key business areas. All figures in AUD. Retail/hospitality roles use EA/Award-based rates; corporate roles are market-priced.
Retail Operations (Dan Murphy's / BWS)
| Role | Average | Range | P90 |
|---|---|---|---|
| Team Member (FT) | A$56,700 | A$52K–A$62K | — |
| Team Member (Casual) | A$34.08/hr | A$27–A$37/hr | — |
| Customer Experience Manager | A$91,189 | A$74K–A$128K | A$128K |
| Store Manager (Dan Murphy's) | A$92,405 | A$74K–A$127K | A$127K |
| Area Manager | A$150,000 | A$130K–A$180K+ | — |
| Regional Manager | A$200,000 | A$170K–A$250K | — |
Hospitality (ALH Hotels)
| Role | Average | Range | P90 |
|---|---|---|---|
| F&B Attendant (FT) | A$50,100 | A$49K–A$56K | — |
| Chef / Cook (Level 3) | A$56,160 | A$53K–A$65K | — |
| Venue Manager | A$80,000 | A$65K–A$95K | — |
| Gaming Attendant | A$52,000 | A$48K–A$58K | — |
Technology (endeavourX)
| Role | Average | Range | P90 |
|---|---|---|---|
| Data Analyst | A$119,500 | A$103K–A$136K | A$136K |
| Software Engineer | A$140,000 | A$115K–A$175K | A$175K |
| Product Manager | A$158,000 | A$143K–A$173K | A$173K |
| Engineering Manager | A$210,000 | A$180K–A$260K | — |
Corporate / Support
| Role | Average | Range | P90 |
|---|---|---|---|
| People Advisor | A$72,500 | A$70K–A$75K | — |
| Asst Category Manager | A$107,000 | A$102K–A$143K | A$143K |
| Finance Manager | A$165,750 | A$129K–A$203K | A$203K |
| Strategy Manager | A$180,000 | A$121K–A$273K | — |
| General Manager | A$350,000 | A$300K–A$600K | — |
Source: Glassdoor, Indeed, SEEK, Endeavour Group EA 2025, Hospitality Award MA000009. P90 = 90th percentile where available.
STI Outcomes & Variable Pay Structure
Endeavour uses a scorecard approach for STI. The FY22 LTI fully lapsed, indicating challenging performance against hurdles. CEO STI: 120% of TFR at target. STI payout percentages are estimated from publicly available signals.
Estimated STI Outcome (% of Target)
Variable Pay % by Level
LTI Hurdle Performance
- RTSR: Below 50th percentile vs ASX100
- ROFE: Below board-set thresholds
- EPS: Below board-set thresholds
- Post-demerger growing pains + gaming regulatory shock
- Share price declined ~35% from listing to mid-2025
- NPAT down 15.8% in FY2025
- Victorian pokies reforms threatening gaming revenue
- Cost-of-living pressure on retail sales
Equity & Variable Reward Plans
Endeavour has three equity instruments: Performance Rights (LTI) for executives, GESP for all permanent staff, and Deferred STI for senior management. The FY22 LTI grant fully lapsed in Sep 2024 — a significant event signaling challenging performance.
Active Plans
Executive STI Split (50/50)
LTI Performance Hurdles (3-Year)
| Hurdle | Weighting | Threshold (50%) | Stretch (100%) |
|---|---|---|---|
| Relative TSR | 40% | 50th %ile vs ASX100 | 75th %ile = 100% |
| ROFE | 40% | Board-set targets | Board-set stretch targets |
| EPS | 20% | Board-set targets | Board-set stretch targets |
Recent Grant Activity (ASX Filings)
| Date | Type | Shares/Rights | Status |
|---|---|---|---|
| Dec 2, 2024 | Performance Rights | 561,428 | Granted |
| Oct 9, 2024 | Ordinary Shares | 815,674 | Issued |
| Sep 2024 | Performance Rights (FY22) | 1,674,612 | Lapsed — conditions not met |
| Jun 19, 2024 | GESP Share Rights | 33,549 | Granted |
GESP — General Employee Share Plan
- Available to all permanent employees
- Share rights issued periodically (33,549 in Jun 2024)
- Unquoted and restricted from transfer on ASX
- Became available once restriction period ends
- Inherited from Woolworths demerger structure
Woolworths Demerger — Share Scheme Transition
- Pre-demerger Woolworths WISP rights preserved
- Post-demerger rights replaced with Endeavour "Replacement Rights" (Oct 28, 2021)
- Employment continuity maintained for tax/super purposes
- ATO Class Ruling CR 2021/74 governed the transition
ASX Director Dealings & Equity Transactions
Disclosed to ASX under Corporations Act. Notable: FY22 LTI Performance Rights for 1.67M shares lapsed in Sep 2024 — conditions not met. New CEO Jayne Hrdlicka held only 4,196 shares on appointment.
| Date | Person | Role | Type | Shares | Price (A$) | Value |
|---|---|---|---|---|---|---|
| Jan 16, 2026 | Jayne Hrdlicka | CEO & MD (new) | Acquisition | 4,196 | A$3.74 | A$16K |
| Dec 2, 2024 | Performance Plan | Executives | Acquisition | 561,428 | Incentive | Equity plan |
| Oct 9, 2024 | Employee Plans | Broad-based | Acquisition | 815,674 | Incentive | Equity plan |
| Sep 2024 | Steve Donohue | CEO (outgoing) | Lapsed | 1,674,612 | Incentive | Equity plan |
| Jun 19, 2024 | GESP | All employees | Acquisition | 33,549 | Incentive | Equity plan |
FY22 LTI Lapse — Key Signal
1,674,612 Performance Rights granted in FY2022 lapsed in September 2024 because performance conditions were not met. This is a significant signal — it means the company failed to hit RTSR, ROFE, and EPS hurdles over the 3-year period, reflecting the challenging post-demerger operating environment, gaming regulatory headwinds, and cost-of-living pressure on retail sales.
Leadership Churn (2024–2026)
Endeavour experienced exceptional leadership instability: CEO Steve Donohue departed after 30 years (Mar 2025), Executive Chairman Ari Mervis resigned over board disagreements (Aug 2025), BWS MD Scott Davidson left (Nov 2025), and Jayne Hrdlicka was appointed as new CEO (Jan 2026) with a significantly enhanced comp package.
Source: ASX announcements, Appendix 3Y/3G filings, TipRanks, Endeavour Group Annual Report FY2025.
Executive Compensation — FY2025/26
| Period | CEO | TFR | Total |
|---|---|---|---|
| Dec 2019 – Mar 2025 | Steve Donohue | ~A$1.61M | A$3.0M |
| Aug 2025 – Jan 2026 | Kate Beattie (Interim) | A$1.70M | A$1.35M |
| Jan 2026 – present | Jayne Hrdlicka | A$2.00M | Up to A$9.0M |
Senior Leadership Compensation
Executive STI target is 120% of TFR (new CEO). LTI via Performance Rights with 3-year vesting (40% RTSR vs ASX100 + 40% ROFE + 20% EPS hurdles). STI is 50% cash / 50% deferred share rights for executives.
Executive Remuneration Framework
- STI: 50% cash, 50% deferred into share rights (2-year holding)
- LTI: Performance Rights, 3-year performance period, nil cost exercise
- LTI hurdles: 40% Relative TSR vs ASX100 + 40% ROFE + 20% EPS
- CEO STI target: 120% of TFR; CEO LTI: up to 200% of TFR
- FY22 LTI Performance Rights lapsed Sep 2024 — conditions not met
Benefits & Perks
Discounts & Financial
Leave & Wellbeing
Career & Flexibility
- Career Lattice — lateral movement across Dan Murphy's, BWS, ALH, endeavourX, Pinnacle
- endeavourX — 300+ tech roles; full flexibility; hiring Data, Product, Engineering, Design
- Paid Training — all training (including online) paid as per rostering provisions
- Fully Flexible Work — NO mandatory office days for corporate staff
- Melbourne Office (500 capacity) — purpose-built for collaboration, 65% avg utilization
- Adelaide Office (50 capacity) — regional support hub
- 83% flexibility satisfaction — 2023 engagement survey
Performance & Pay Progression
EA-covered employees receive guaranteed annual increases tied to the Fair Work Annual Wage Review (3.5% in FY2025). Corporate/salaried employees have performance-based reviews. Hospitality workers received an early $40/week increase in Jul 2024.
Store Operations Track
Corporate / Technology Track
Annual Increments
Glassdoor Ratings
Key Nuances & Insights
Endeavour has three distinct pay systems: (1) Dan Murphy's/BWS retail staff on the Endeavour Group Retail Agreement 2025, (2) ALH Hotels hospitality staff on the Hospitality Industry Award with different penalty rates, and (3) Corporate/Technology staff on individual contracts. Each track has fundamentally different compensation mechanics, progression paths, and benefits eligibility.
Despite demerging from Woolworths in 2021, Endeavour employees retain access to the Everyday Rewards Plus ecosystem — 5% off Woolworths groceries, fuel discounts, and PetStock deals. Employee share scheme rights were carefully transitioned via ATO Class Ruling CR 2021/74, with pre-demerger WISP rights preserved and post-demerger rights converted to Endeavour 'Replacement Rights.'
ALH Hotels operate 12,000+ poker machines generating high-margin revenue. Victorian pokies reforms (mandatory carded play, $100 load limits, reduced spin rates) could reduce gaming revenue by 7% of total earnings. ALH was fined A$550K in 2023 for non-compliance. Share price dropped 10% on reform announcements, and the reforms remain a material risk to hospitality staff compensation and headcount.
Steve Donohue's A$3.0M total comp was modest for an A$12B revenue company. Jayne Hrdlicka's package (up to A$9M) is a 200% increase in CEO comp potential, signaling a board pivot toward competitive executive pay. Her 200% TFR LTI grant is notably aggressive — higher than Woolworths CEO (170% TFR) or Coles CEO.
Unlike peers such as Woolworths (NZ), Wesfarmers (NZ), or Treasury Wine (global), Endeavour operates 100% in Australia. Zero global pay arbitrage, no offshore tech hubs, no H1B sponsorship. All 30,000 employees are in Australia, all paid in AUD, all under Australian employment law. This simplifies compensation but limits talent pool options.
The 2025 EA was negotiated with the SDA, but RAFFWU criticized it as 'cutting conditions' — claiming no real pay increases for BWS workers, Level 2 wage cuts, and abolition of higher duties. Endeavour's EA rates are above the General Retail Industry Award, but the margin is narrow (A$27.26 vs A$25.65 at Level 1). This mirrors the broader SDA-RAFFWU tension in Australian retail.
Up to 30% off Pinnacle wines, 10% off other drinks, 25% off meals at 350+ hotels, 20% off NightCap accommodation, and 5% off Woolworths groceries. For frequent wine purchasers, the annual value could easily exceed A$1,000–2,000. This discount ecosystem is one of the most comprehensive in Australian retail and a genuine retention tool.
While Woolworths mandated 3 days in-office (Oct 2025) and most corporates are tightening RTO, Endeavour explicitly chose to 'incentivize rather than mandate' office attendance. Their Melbourne and Adelaide offices average 65% weekly utilization. endeavourX tech roles are offered with 'full flexibility,' making Endeavour competitive for tech talent against banks and retailers mandating hybrid.
Endeavour experienced exceptional leadership churn: CEO Steve Donohue departed (Mar 2025), Executive Chairman Ari Mervis resigned over board disagreements (Aug 2025), BWS MD Scott Davidson left (Nov 2025), and Jayne Hrdlicka was appointed (Jan 2026). This level of C-suite turnover is unusual and creates uncertainty for compensation philosophy continuity.
The full lapse of 1.67M Performance Rights in Sep 2024 is a powerful signal. It means Endeavour failed to hit RTSR, ROFE, and EPS hurdles over 3 years post-demerger. For executives, their at-risk comp literally went to zero. The new CEO's enhanced package (200% TFR LTI) may reflect the board's need to reset the equity value proposition to attract and retain senior talent.