How to become a Brand Ambassador

Have you ever wanted to work a cool job, make lots of money, and have fun at the same time? Well, you’re in luck!

10 years ago, I worked my first gig as a promo girl (brand ambassador), serving champagne at The Vault at The Metropolitan at the 9 in downtown Cleveland. I remember being nervous and somewhat embarrassed in my tight-fitted black cocktail dress and heels. I was working for my first agency on New Year's Eve. I was working with another girl, and we just handed out free glasses of champagne until the ball dropped. After that, I was hooked on the lifestyle.

With my bartending and customer service background, it helped me succeed as a full-time brand ambassador. I was booking myself every day of the week, sometimes double shifts with multiple agencies, writing everything down in a physical calendar, and putting my schedule in my phone. With this job, you're always on the go, and you have to be organized.

**So, how does one become a brand ambassador?**

First off, what IS a brand ambassador? A brand ambassador is a person that represents a brand, such as Grey Goose, Patron, and even non-alcoholic brands.

**So where do you start?**

I found my first agency online through a job lead on Indeed. But you can find other agencies online as well or get a referral from someone you already know.  

An agency is a third-party company that hires you as an independent contractor. They secure a client, and an “account,” and post jobs through mass emails—first come, first serve. The account is typically a venue, bar, or grocery store, where you will work your shift.

You schedule your own hours as gigs pop up from agencies. I personally worked for multiple agencies at once since gigs are scattered. One agency doesn’t necessarily mean they will have plenty of events to work. Sometimes they only send you one or two shifts a month, so it’s best to work with multiple agencies.

**How do you find agencies to work for?**

I highly suggest TrustedHerd for those new to the industry. It’s an app that agencies post job listings on, much like a job board. You will need a few recent professional photos of yourself and an updated resume. Once you apply to an agency, you become an independent contractor. This means you are a W-9 employee, or in some cases, you may receive a 1099 tax form.

**Serving Alcohol Laws**

In Ohio and many other states, if you are working as a brand ambassador serving alcohol, you must have a solicitor’s license. The agency you apply to will usually provide a referral letter stating that you work for their agency, along with a solicitor’s license application. You will fill it out, have it notarized, and send it to the state’s liquor control agency along with a $50 fee, which can vary by state. This applies to each agency you work for, so things can get pricey. Make sure you will be working with an agency that has enough upcoming work.

**Off-Premise vs. On-Premise Events**

On-premise means you will be working at a bar, while off-premise refers to working at a liquor or grocery store. For off-premise events, you may need to bring additional materials, such as a pop-up table, a black tablecloth, and an ice bucket.

**What to Expect While at Your Event**

If you are serving spirits iced or as a mixed drink, the agency will usually provide you with supplies like ice buckets, cups, and mixers. Some agencies require you to buy supplies out of pocket and will reimburse you later. Note that laws limit how much alcohol you can serve per sample—usually 0.25 ounces.

Additionally, recent updates in state laws mandate that if you are serving alcohol at off-premise events, you must charge a nominal fee for samples. Typically, this is $0.25 per sample for low-ABV drinks and $0.50 for higher-ABV alcohol. This money is collected by you and kept at the end of your shift, along with any leftover bottles.

On-premise events in bars allow for free samples, but you will usually be given a budget to cover the cost of alcohol and tipping the bar staff. For example, a typical on-premise event may have a $150 alcohol budget plus a $40 tip for the bar staff.

**How Much Do I Get Paid?**

You can typically expect to work 2 to 3-hour shifts, earning around $20 to $35 per hour, depending on the agency. If you have to drive over 30 minutes to an event, many agencies will offer travel pay. However, be aware that some agencies may take a few weeks to pay you, while others offer quicker payment methods, including direct deposit or even Venmo.

Now that you have this knowledge, you’re on your way to becoming a successful brand ambassador!

Feel free to apply to these agencies and use my name as a referral.  

Cheers!