The everyday brand ambassador plays an important role in connecting brands with audiences, from educating them on a company’s products and services to delivering samples. But lately, brands are carving out a new, loftier position built for superfans: chief brand ambassador.
To capitalize on their fans’ passion, several companies—particularly in the beer category—have taken the typical brand ambassador role to the next level by recruiting for newly-invented positions with social media-driven responsibilities and cheeky titles. Among them: Chief Cheese Officer, Chief Exploration Officer and official ambassador of the Champagne of Beers region. Unlike the typical C-suite, these employees take home a modest salary and are paid in product (and plenty of clout).
So, what exactly is a chief brand ambassador? To find out, we dug into five examples—from Miller, Farm Rich, Michelob ULTRA, Bud Light and Busch—that highlight what the position involves and what its (far humbler) “executive” searches entail. Read the full article in Event Marketer.