Brand Ambassador: The Challenges in the On-Trade

A brand ambassador is a person responsible for representing a brand and promoting its products or values to a target audience in order to increase awareness, credibility, and engagement.

‍Often referred to as a brand ambassador in On-Premise sales (cafés, hotels, restaurants), the ambassador is a field-based profile whose role is to implement the operational marketing strategy that fosters awareness, brand image, and above all, activation.

‍The role of a brand ambassador requires product expertise and interpersonal skills to help onboard both establishments and end consumers.

‍However, this position can encompass many different missions, and for some time now, its French version “ambassadeur de marque” has often been used to describe an entirely different activity related to influencer marketing.

‍Sidely therefore suggests going back to basics: this article is intended for all brands wishing to develop in On-Premise networks, whether they are startup companies or players historically present in mass retail.

‍We will cover definitions, the classic missions of the brand ambassador in the On-Premise sector, and finish with a job description that will help you find that rare gem.

What is a brand ambassador?

A brand ambassador is a professional responsible for representing a company and promoting its products to a target audience.

‍The role of a brand ambassador consists of actively representing and promoting a brand, often through operational marketing, tastings, events, or collaborations, in order to grow its awareness and image. The main objective is to improve the brand's visibility and reputation while strengthening the relationship with the target audience.

‍Historically associated with the On-Premise sector, the brand ambassador figure is synonymous with expertise and experience; they are the legitimate reference (validated by their industry) who knows how to talk about products and train retailers to showcase them to customers. While their function is to influence and educate, the brand ambassador is not responsible for selling. It is up to the field sales representatives to develop On-Premise sales.

‍It is possible to use its French translation “ambassadeur de marque.” But beware, for several years now, this expression has been massively used to refer to celebrities and influencers whom brands may call upon in their communication campaigns.

‍To avoid any confusion, the term brand ambassador is more appropriate. Finally, some brands choose other titles such as brand marketing ambassador. Depending on the organization, terms like brand representative, brand marketing ambassador, or marketing ambassador are also used.

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Difference between a brand ambassador and a sales representative

Even if the brand marketing ambassador and the On-Premise sales representative sometimes operate at the same points of sale, their objectives, key indicators, and responsibilities are different.

‍A brand ambassador's partner mission is not to sell (order taking, negotiation). That role belongs to the sales representative. The major difference lies here: the brand ambassador's main objective is to develop the brand's awareness and image, whereas the sales representative's objective is to develop revenue.

‍The two roles are complementary but do not trigger the same mechanisms. The brand ambassador acts on desirability and activation, whereas the sales representative acts on volume and profitability.

‍In other words, the ambassador creates desire (tastings, training) and the sales representative converts that interest into an order. If the brand representative does their job well, they generally make the sales representative's job easier.

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Why do brands need an ambassador?

Brands need a brand ambassador when they want to go beyond simple sales and build genuine brand preference.

‍In the food and beverage sectors, ordering a product, and then consuming it regularly, is highly dependent on the first experience. However, although one might think that novelty arouses curiosity, some people are reluctant to try new taste experiences (children know this all too well!).

‍This obstacle has long obsessed marketers, who ultimately concluded that the key is to educate customers and consumers. Therefore, the role of the brand ambassador was created in order to support and encourage discovery—followed by commercial activation and ultimately product adoption—of a brand's products.

‍The ambassador embodies the brand, transmits its values and history, educates the market when products require explanation or demonstration, and activates demand through events, training, or field experiences. In other words, they secure the longevity of the brand's strategy and ensure a good customer experience since they support On-Premise establishments with all their needs without facing the barrier of sales.

‍Furthermore, not all products require the same level of support. For example, wine connoisseurs generally prefer to be advised by a wine merchant who knows and loves their products.

‍It is therefore essential for certain brands to be represented by experts. However, this concept is relative for highly standardized products, such as Pastis. In this case, the brand ambassador is geared more toward intensifying field presence and consumer interactions than introducing the famous “petit jaune” so dear to the French.

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What are the missions of a brand ambassador?

Here are some typical examples of missions assigned to a brand ambassador:

• Develop visibility and product presence in On-Premise networks (also known as “on-trade”);

• Promote products to industry professionals to engage them further;

• Support and train distributors' sales reps on product specificities;

• Influence all players in the sector (restaurateurs, distributors, sales reps) by networking within their communities, etc.;

• Advise all operators directly interacting with end customers;

• Participate in On-Premise industry events;

• Contribute to activation campaigns on social media and in the field;

• Develop an “emotional” connection between consumers and the brand;

• Contribute to public relations campaigns;

• Engaging potential consumers on social media, getting people talking about the brand;

• Connecting directly with end customers, through events in colleges, pop-up tastings in bars, promotions in restaurants... For example, during the 2023 Rugby World Cup, Ricard sent its brand ambassadors roaming the streets to hand out glasses of Ricard, which they would collect 10 minutes later. These actions occurred around bars broadcasting the matches, for the ultimate consumer experience!‍

The role of a brand ambassador

The role of a brand ambassador is to represent and embody a company to its target audience in order to build its awareness, credibility, and brand preference.

The brand ambassador pursues several marketing goals:

• Build brand awareness;

• Promote the brand's image;

• Activate new customer bases;

• Engage and train field recommenders;

• Recruit brand ambassadors / advocates;

• Retain customers.

‍On a daily basis, these broad goals translate into countless marketing and sales activities that depend on the brand, its market, or its distribution strategy. But the end goal is always the same: to encourage the consumer to try the product.

A typical day for a brand ambassador

Concretely, a brand ambassador promotes products, shares the brand's storytelling and values, trains and supports recommenders (distributors, field teams, partners), organizes promotions or tastings, and creates engaging experiences with consumers.

‍Typically, a brand ambassador works in tandem with a sales rep, review the establishments to visit, and coordinate on requirements.

‍If they have a meeting with a distributor, their main goal is to ensure the product is recommended to bars and restaurants. To achieve this, they present new lines, train the distributor's sales reps (story of the brand, differentiating points, ideal target audience…), and advise them on how to pitch the product in meetings.

‍If they have a meeting directly with an end customer (On-Premise establishment), their goal is to foster loyalty by converting the venue into an active customer. To do this, they present the brand and its DNA and run a guided tasting. If the brand is selected, the brand ambassador can go even further by offering extras such as signature cocktail ideas or training the bar staff directly.

If they are running a promotion event, the brand representative's goal is to create the first product experience and associate the brand with a positive moment. To achieve this, they can set up a complimentary tasting for guests present, or hold a masterclass explanation of the product for customers or industry professionals.

‍In a single day, the brand ambassador will have:

• Educated distributors

• Trained recommenders

• Activated consumers

• Strengthened brand visibility

• Indirectly supported commercial performance

‍They create the conditions for the brand to be demanded, understood, and recommended.

The typical profile of a brand representative

To successfully carry out these different missions, brands generally look for passionate, communicative, charismatic, meticulous, and above all, autonomous profiles. With such a busy schedule, the brand ambassador must know how to manage their time, or risk being constantly distracted!

Last but not least, the ambassador must embody the brand they represent. Recruitment for this profile can therefore start with an internal reflection on the company's values:

→ What is your brand's DNA?

Indeed, unlike the all-rounder sales profile who can sell anything, the ambassador is chosen for their personality, background, and the values they embody; they must align perfectly with the brand.‍

Thus, it is not uncommon for companies to take time to find the ideal profile, especially when their products are very niche!‍

Brand ambassadors & influencers: be careful not to confuse them

The term “brand ambassador” details can be misleading. In marketing, it is also used to designate anyone likely to promote your brand. This can include employees as well as satisfied customers (known as user-generated content or UGC), but also influencers and other celebrities that brands might recruit occasionally to represent the brand in advertising, or to convince their digital communities to try a product.

‍These proven communication techniques can certainly fit into your marketing strategy, but they do not replace the hiring of real brand ambassadors, who are employees of your company, highly active in the field—unlike digital “brand ambassadors” who are mostly active on Instagram and TikTok.

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On-Trade brand ambassador: specificities of the On-Premise sector

When we think of mass retail, countless examples of stars representing brands come to mind—like Léna Situations and Old El Paso recently.

While recruiting celebrities loved by the public is particularly suited to mass retail, we saw earlier that On-Trade networks (excluding supermarkets) are instead characterized by a strong need for expertise and education, whether dealing with partners (distributors and sales venues) or consumers themselves.

‍Because a product is also a story, full of anecdotes, tips for use, or preparation. For a Michelin-starred restaurant or a concept bar, the choice of products offered on the menu—and suggested at the table or bar—is a pillar of the venue's overall identity.

This is why many On-Premise establishments tend to prefer products with character; it is less about price, and more about quality. In other words, professionals are generally more inclined to source and offer their customers products that distinguish them from the competition. This is an integral part of the consumer experience:‍

→ Different product, different experience 🏆

‍It is therefore natural for On-Premise retailers to want to complement this experience with a quality narrative: the bartender, server, or head waiter—all benefit from knowing the story and values that surround your brand. Don't forget, retailers sell myths, and it is up to your brand ambassador to keep the legend alive!

‍Since professionals play a key role in advising their customers, the brand ambassador's goal is to maximize the promotion of your products by these recommenders.

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The specificities of the brand ambassador in On-Premise

An expertise centered on education, not sales

An On-Premise brand ambassador is not a sales representative in disguise. Their expertise does not lie in negotiation or order-taking, but in their ability to educate, transmit, and build credibility for the brand.

‍In cafes, hotels, and restaurants, product recommendations heavily rely on professionals: bartenders, servers, sommeliers, and chefs. If these professionals do not understand the product, do not know its story, or do not know how to serve it, it will rarely—or poorly—be recommended.

‍The representative therefore acts on the skills of these recommenders. Even so, they remain focused on field activation: tastings, animations, events, launches. The difference is subtle but essential: activation does not target an immediate transaction, but long-term adoption.‍

Activation: tasting at the heart of discovery

But there are also the consumers themselves who need to be activated through a positive first experience. The more your brand relies on innovation or differentiation, the more you will need to engage with the market to encourage them to try the experience!

‍Brands active in On-Premise are therefore accustomed to setting up tasting operations at strategic times. For example, when a new brand of alcoholic beverage appears in a bar, there is nothing like free sample distribution during peak time, when the atmosphere is at its height—say, Saturday at midnight! 🎉 

‍These activation campaigns are all the more important because they allow interaction with a new customer during a moment of euphoria, thereby linking the brand to a happy memory.

Collaboration with field sales representatives

Finally, let's remember that the brand ambassador collaborates closely with their company's sales representatives. While they frequently go on sales tours together, roles must be clearly defined, and everyone must execute their own missions.

For example, it is up to the sales representative to update the On-Premise Sales CRM.

‍Before defining the brand ambassador job description, let's list all the tasks a brand ambassador does not do:

• Identify core-target On-Premise prospects with high beverage consumption / flow rates;

• Keep your prospecting database up to date;

• Structure prospecting by type of establishment and established distributors;

• Optimize sales tours and tastings;

• Facilitate order-taking for your clients: cafes, hotels, restaurants, wine cellars, etc.;

• Simplify the management of product assortments associated with your points of sale;

• Easily report product presence and associated POS materials;

• Etc.

‍By assigning all of these tasks to your field sales reps, you allow your brand ambassadors to focus their energy on what matters most to customers: 

• Educate and promote;

• Offer tastings, tests; 

• Brainstorm, provide support (food-wine pairings, cocktail creation, etc.);

• Launch joint marketing campaigns;

• Tell the brand's story, educate recommenders, etc.‍‍

An atypical and demanding work schedule

The On-Premise sector operates at a very different tempo. Key activation moments correspond to the peak activity periods of the venues:

• Evenings and weekends

• Happy hours

• Seasonal launches

• Sports or festive events

‍A brand ambassador must therefore be:

• Available during non-standard hours

• Mobile (national tours, frequent travel)

• Comfortable in dynamic and sometimes noisy environments

• Capable of maintaining energy and professionalism in social contexts

‍They must also know how to alternate between:

• Intense activation periods (evenings, tastings)

• More educational training sessions

• Preparation and reporting tasks

‍It is a hybrid role: equal parts product expert, trainer, host, and field representative.

‍Let's move on to the job description!

On-Premise Brand Ambassador Job Description

Briefly describe your brand's activity, what makes it unique, its market approach, and the product characteristics that require both expertise, experience, and maybe a particular sensitivity. What makes you exceptional? Why are you looking for this rare gem? → Mission, promise, market ambitions, know-how, values, brand DNA, founder’s vision, etc.

Job Title: On-Premise Brand Ambassador

Location: USA (National mobility required)

Contract Type: Full-time / Part-time

Reporting Line: Marketing Director / Sales Manager

Key Responsibilities

Brand Representation

• Embody and promote the brand's values and image to On-Premise clients and partners;

• Maintain a constant field presence to bolster the brand's visibility and reputation.

Business Development

• Maintain and develop strong relationships with existing accounts.

Promotion and Activation

• Organize and participate in events, trade shows, and industry exhibitions;

• Set up tastings, demonstrations, and in-store promotions.

Training and Support

• Train staff at On-Premise venues on the brand's products and services.

Market Intelligence

• Analyze the market and competition to identify opportunities and threats;

• Report relevant insights to marketing management.

Required Profile

• Excellent presentation;

• Strong verbal and non-verbal communication skills;

• Solid negotiation and sales skills;

• Knowledge of the On-Premise industry (prior experience is a plus);

• Good understanding of the needs and challenges of On-Premise clients;

• Autonomy and flexibility: ability to manage time and prioritize actions;

• Passion: enthusiasm for the industry, desire to share knowledge and skills;

• Ability to inspire and motivate others.

Education and Experience

• Associate's or Bachelor's degree in business, marketing, hospitality, or a related field.

• 2 to 5 years of professional experience in a similar role.

• Proficiency in office tools and sales techniques.

Benefits and Compensation

• Attractive compensation package (base salary + performance bonus).

• Company vehicle.

• Travel expenses covered.

• Ongoing training and career development opportunities.