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Brand Ambassador Career Guide

What is a brand ambassador?

A brand ambassador represents and promotes a company’s brand to increase awareness, generate new sales opportunities, and build customer loyalty. They embody the organization’s corporate identity in appearance, values, and ethics, serving as the face of the brand to the public.

These ambassadors use marketing strategies to create a positive image of the brand, establish strong relationships with customers, and influence public perception. Personal networks and social platforms are leveraged to promote the products or services.

Duties and responsibilities

The duties of a brand ambassador typically revolve around representing and promoting a company’s products or services. This can include attending events as a brand representative, engaging with potential customers, and demonstrating product features or benefits.

Professionals in this role often use social media platforms to promote brands, sharing posts about products, promotional events, or positive experiences associated with the brand. They may also be involved in creating promotional content such as blogs, videos, or photographs.

Additionally, ambassadors often provide feedback to companies about customer responses and opinions, helping the businesses better understand their audience to tailor offerings. They also may be tasked with collecting consumer information for lead generation purposes.

Work environment

A brand ambassador’s work environment varies and may include trade shows, promotional events, or retail locations—some work from home when using social media or other online platforms for promotions. Travel may be needed to represent brands at events or exhibitions. 

The role often requires interaction with the public in busy, energetic environments. They must maintain a professional appearance and demeanor, aligning with the brand’s image and values.

Typical work hours

A brand ambassador’s work hours vary depending on the project. Attendance at events or promotions might include evening or weekend hours. Work on social media or other online channels may have flexible hours. These professionals must be active when their audiences are most engaged.

How to become a brand ambassador

Becoming a brand ambassador involves acquiring relevant experience, developing skills, and building a solid personal brand. This career guide section covers the steps you’ll need to take to achieve your goal:

Step 1: Complete high school or obtain a GED

The first step is to complete a high school education or obtain a GED certificate. A strong English, communications, and marketing foundation is helpful for this role.

Step 2: Gain relevant work experience

Experience in customer service, marketing, public relations, or other roles that involve communication and relationship-building is essential. Entry-level positions or internships in these areas can help develop the practical skills and knowledge required. Focus on building communication, interpersonal, and sales skills.

Step 3: Develop strong communication and interpersonal skills

Ambassadors must be skilled communicators who effectively engage with customers, clients, and colleagues. Strong verbal and written communication skills, active listening, and empathy are necessary for success.

Step 4: Build a personal brand and online presence

Establishing a solid personal brand and online presence that reflects your personality, interests, and values is crucial. Create and maintain social media profiles on platforms such as Instagram, Twitter, and Facebook, and engage with your audience by sharing content that aligns with the representative brands.

Step 5: Develop a deep understanding of the brand you represent

To effectively promote a brand, you must deeply understand its products, services, values, and target audience. Research the brand, learn about its history and mission, and become familiar with its products and marketing strategies.

Step 6: Apply for positions or partnerships

With the necessary experience, skills, and personal brand, it is time to apply for brand ambassador positions or seek partnerships with companies that align with your interests and values. Tailor your resume and cover letter to highlight relevant qualifications and achievements in customer service, marketing, or public relations. During interviews, be prepared to discuss your online presence and experience representing or promoting products and services.

Step 7: Pursue professional development opportunities (optional)

While not required, participating in professional development opportunities such as workshops, seminars, or online courses can help enhance your skills and stay up-to-date with industry trends or best practices, furthering your career as an ambassador.

The following are some excellent options for continuing education:

  • Udemy’s Personal Branding Master Course provides the roadmap to building a powerful brand that converts fans into buying customers. 
  • Learn how Kris Jenner built the Kardashian-Jenner empire and apply her tools for standing out and staying on top with MasterClass’ The Power of Personal Branding
  • Coursera’s Branding: The Creative Journey teaches content generation, image creation, and enhancing branding activities through the lens of the customer experience. 
  • The 7-Day Personal Branding Challenge by Skillshare shows you how to get paid by using personal values, passions, and skills to design a personal brand.  

How much do brand ambassadors make?

A brand ambassador’s compensation depends on the amount and type of work. Those who work full-time promoting a brand might earn more than part-time or freelance ambassadors. A role that includes sales responsibilities or significant events may pay more. 

The industry in which they work can also affect compensation. Higher-end luxury brands or technology companies might pay more than other industries. Their geographical location can play a role as well, with higher wages in areas with a high cost of living.

Highest paying industries

  • Enterprise Management: $48,720
  • General Merchandise Stores: $47,100
  • Advertising and Public Relations: $45,720
  • Clothing Stores: $44,910
  • Grocery Stores: $44,240

Highest paying states

  • District of Columbia: $55,566
  • Vermont: $46,610
  • Connecticut: $45,430
  • California: $47,960
  • Maryland: $45,730

Browse brand ambassador salary data by market

Types of brand ambassadors

This role can vary significantly depending on the type of ambassadorship, specific industry, nature of the brand, and target audience. This career guide section explores the different kinds of brand ambassadors, shedding light on their unique responsibilities and areas of focus.

Influencer brand ambassador

Influencers have a substantial online following and can leverage their influence to promote a brand’s products or services. They typically utilize social media platforms like Instagram, YouTube, or TikTok to reach an audience and promote a brand.

Celebrity brand ambassador

Celebrity endorsements can significantly increase a brand’s visibility and credibility. These ambassadors are well-known personalities who use fame to promote a product, service, or charitable cause. 

Retail brand ambassador

Retail ambassadors are often seen in stores promoting a product or a brand. They provide product demonstrations, answer customer queries, and often give samples to enhance the customer’s in-store experience and influence purchase decisions.

Corporate brand ambassador

Corporate brand ambassadors represent a company’s brand at events, in promotional materials, or online. They embody the organization’s values, speak positively about experiences, and help to attract potential employees or clients.

Event brand ambassador

Trade shows, festivals, and product launches utilize onsite event ambassadors to promote brands. Their role often includes product demonstrations and customer interaction to enforce brand messaging.

Student brand ambassador

Student brand ambassadors are typically college or university students hired to represent a brand on campus. They might organize events, distribute promotional materials, or use social media to increase awareness of the brand among fellow students.

Top skills for brand ambassadors

The goal of a brand ambassador is to convey a brand’s message effectively, answer customer queries, and provide feedback to the company. Whether through face-to-face interactions, social media posts, or public speaking events, their ability to communicate and articulate information persuasively can significantly impact a brand’s image.

These professionals often need to grab the attention of potential customers, inspire trust, and create a positive brand image. For this, charisma is a vital attribute. A charismatic ambassador can engage audiences, leave lasting impressions, and foster a stronger emotional connection between consumers and the brand.

A genuine passion for a brand can enhance their effectiveness, which requires a deep understanding of the brand’s values, products, and target audience. Interactions and endorsements feel more credible, inspiring trust in the brand among customers.

Ambassadors are at the forefront of customer interactions. They need a customer-centric approach that includes listening and providing helpful responses. These professionals should portray brands in a way that resonates with customers and improves satisfaction. This focus leads to positive customer experiences, increased loyalty, and overall brand success.

Brand ambassador career path

The career path usually begins with an entry-level role in marketing, sales, or customer service. This position will provide valuable experience interacting with customers, promoting products or services, and understanding a brand’s values and image.

Individuals may then progress to brand ambassadors, representing companies at various events, engaging with potential customers, and often using social media to promote the brand. Strong communication skills and a genuine enthusiasm for the brand are crucial.

With proven success in the role and strong networking skills, advancement to team lead or manager is possible. These positions oversee the work of other brand ambassadors, coordinate events, and contribute to marketing strategies.

Further progression might lead to marketing or public relations roles such as marketing coordinator, marketing manager, or public relations specialist. These positions help shape a brand’s image, develop marketing campaigns, and manage relationships with the media and public.

At the highest level, they may aspire to roles like director of marketing or even chief marketing officer (CMO), responsible for leading the company’s marketing efforts and shaping its brand strategy.

This role has significantly evolved with the proliferation of social media and influencer marketing. Traditionally, brand ambassadors were celebrities or high-profile individuals who used fame to promote a product. However, the rise of social media has democratized this space, allowing individuals with a solid online presence, even without traditional fame, to represent brands.

One of the most significant trends is the increased emphasis on authenticity. Today’s consumers are often skeptical of traditional advertising and prefer endorsements from individuals they perceive as trustworthy and relatable. Successful ambassadors can connect genuinely with audiences and integrate brand promotion into their narratives.

Another trend is the growing importance of data analytics in measuring their effectiveness. Brands increasingly use analytics to track engagement metrics like clicks, likes, shares, and conversions linked to their promotional efforts.

The scope of this role is also expanding. Besides promoting products, they often engage in product development, customer feedback, and crisis management.

Employment projections for brand ambassadors

Brand ambassadors typically fall under the broader U.S. Bureau of Labor Statistics category of “Advertising, Promotions, and Marketing Managers.” According to the latest data, employment in this category is projected to grow by 10% through 2031, faster than the average for all occupations. Given the continued growth of social media and influencer marketing, it’s reasonable to expect that their opportunities will follow a similar growth trajectory. Those who effectively engage audiences and clearly understand their brand’s values will have the best job prospects.

Brand ambassador career tips

Know your brand

Brand ambassadors must comprehensively understand the brands they represent, including the brand’s mission, values, products, and target audience. Communicating a brand’s message accurately and enthusiastically fosters a positive image and enhances customer engagement.

Embrace social media

In today’s digital age, social media platforms are powerful tools for these professionals. Leveraging these platforms can help reach a wider audience, engage with customers, and promote a brand. Part of the their role is to ensure that a brand’s social media guidelines and tone of voice remain consistent across posts and platforms. 

Develop strong communication skills

Speaking and writing skills, active listening, and empathy are essential to spread brand awareness and foster customer relationships. Strong communication skills help to understand and address customer needs, convey a brand’s message effectively, and create a positive experience.

Stay authentic

Authenticity can significantly enhance their impact. In particular, this means genuinely believing in and using a brand’s products, interacting naturally with customers, and being honest and transparent. Authenticity can build trust, enhance customer loyalty, and reinforce a brand’s image.

Continuous learning

Staying updated and enhancing skills can help you excel in this role You may want to consider the following:

  • Learning about new social media tools and trends
  • Understanding customer behavior and market trends
  • Participating in brand training sessions or product demonstrations

Build a professional network

Networking can provide opportunities for learning, collaboration, and career growth. Some professional networks and communities include:

  • Word of Mouth Marketing Association (WOMMA)
  • Brand Ambassadors of the World
  • Social Media Marketing Society (SMMS)

Encourage brand engagement

Encouraging customers to engage with a brand can strengthen their connection and loyalty. This includes organizing or participating in brand events, creating interactive social media content, or encouraging customer feedback.

Foster customer relationships

Building and maintaining customer relationships is critical. Work toward understanding customers’ needs and preferences, providing excellent service, and addressing concerns promptly and empathetically.

Where the brand ambassador jobs are

Top companies

  • Coca-Cola
  • L’Oréal
  • Nike
  • Apple
  • Ford

Top states

  • California
  • New York
  • Florida
  • Texas
  • Illinois

Top job sites

  • LinkedIn
  • Indeed
  • Glassdoor
  • Upwork
  • SimplyHired


What qualifications are typically required for a brand ambassador role?

Brand ambassadors often don’t require specific formal qualifications but must have excellent communication and interpersonal skills. A high school diploma is usually the minimum educational requirement. However, some companies prefer those with a degree or experience in marketing, communications, public relations, or a related field. Depending on the brand and the product, relevant industry knowledge or experience may be beneficial.

What skills are important for a brand ambassador?

These professionals should have excellent verbal and written communication skills, including being outgoing, engaging, and able to connect with various people. They also need to be reliable, well-organized, and able to work independently. Knowledge of marketing techniques and social media platforms is often beneficial, as is a genuine passion for the brand represented.

What are the typical duties of a brand ambassador?

A brand ambassador represents a company’s brand in a positive light, aiming to increase brand awareness and sales. They may engage with customers in person, online, or through social media, providing information about the product, answering questions, and creating a positive association with the brand. The role may also include attending promotional events, distributing samples or promotional items, or working with influencers or media outlets.

What is the role of a brand ambassador in a company’s marketing strategy?

Ambassadors help to humanize brands, engaging directly with potential customers and creating a positive image that drives brand loyalty and sales. They provide valuable insights into customer needs and preferences, help promote brands on social media or at events, and influence how brands are perceived in the marketplace.

How does a brand ambassador interact with other parts of the company?

These ambassadors often work closely with marketing and sales teams, receiving training and guidance on a brand’s values and messaging. They may also provide feedback to marketing and sales on customer responses and trends. Interaction with public relations or customer service teams is typical in larger organizations.

What’s the difference between a brand ambassador and a sales representative?

While both roles involve promoting a product or service, they accomplish this in different ways. A sales representative focuses on selling, often working directly with customers to persuade them to purchase a product or service. On the other hand, a brand ambassador focuses on raising awareness and creating a positive brand image. They may not be directly involved in sales but aim to influence potential customers and make a positive impression to drive future sales.

What challenges might a brand ambassador face?

Ambassadors can face various challenges, including connecting with different types of customers, maintaining enthusiasm even when met with skepticism, and staying updated on a brand’s products and messaging. They may also face challenges in managing their time and activities, especially when working independently or balancing their role with other responsibilities.

What role does a brand ambassador play in social media marketing?

In social media marketing, brand ambassadors promote a brand on their social media accounts, engage with followers, and respond to comments or messages. They can increase a brand’s visibility on social media, reach new potential customers, and create a sense of community around the brand. This also includes providing feedback to the company related to customer responses and trends.

What does being a brand ambassador for an ethical or sustainable brand mean?

Being an ethical or sustainable ambassador involves promoting the brand’s products, values, and commitments. This might include educating customers about issues like fair trade, sustainability, or ethical sourcing and explaining how the brand contributes to these goals. Ambassadors for ethical or sustainable brands often need a deep understanding of these issues and a genuine commitment to the brand’s values.

What opportunities for advancement are there for a brand ambassador?

Opportunities for advancement vary depending on the size and structure of a company. Professionals in this position can move into more senior marketing or promotional roles or related areas such as sales or customer service. They could also take on more responsibility as a brand representative, such as managing other ambassadors or coordinating promotional events. With further education or experience, they could move into marketing or brand manager roles.