COMPANY OVERVIEW:
MKTG, part of the Dentsu Aegis Network, is a global creative agency comprised of pioneers and practitioners of
lifestyle marketing. We specialize in delivering strategic, business-oriented marketing solutions for leading brands
via sport and entertainment, live experiences, retail marketing, enterprise/b-to-b engagement and sponsorship
marketing. We are committed to constantly evolving, refining and inventing innovative brand engagements through
deeper understanding of how people think, work and live their lives. Headquartered in NYC, we have 1,450
employees and 7,000 Brand Ambassadors operating in 31 offices globally, with reach in 19 markets across the
Americas, EMEA and APAC. Visit ( for more information.
POSITION OVERVIEW:
MKTG Brand Ambassador Educators (BAE) are Diageo brand enthusiasts that educate consumers on Diageo
Brands during on, off, and experiential special events. They must be able to deliver a unique sampling experience,
and help consumers make informed brand decisions. They are expected to interact and actively engage
consumers at the point of purchase and experience, with the end goal of reinforcing and/or increasing brand
awareness. The BAE embodies the Diageo brand they represent and humanizes the brand as a result. They build
consumer trust by providing product knowledge and education.
BAEs have a wide range of job responsibilities related to engaging consumers to recognize, prefer and purchase
our client brands. For this reason, MKTG hires personable, friendly, and professional Brand Ambassador
Educators. In addition to participating in promotional events when selected, BAEs are expected to complete
regular online trainings regarding our client brands. BAEs must have the ability to immerse themselves in order to
obtain an extensive level of knowledge including Category, Product Distillation/Production and Brand with the
ability to pass exams testing said knowledge. BAEs must be able to successfully showcase their knowledge and
ability to engage by showcasing a “Final” two to three minute presentation, in order to represent Diageo brands
at events.
This position is an Occasional Employment Position. Being hired as a BA Educator does not guarantee that the
employee will be assigned to any particular quantity of assignments. BA Educator must sign-off on all required
forms and must adhere to all MKTG Policies & Procedures and the NA Diageo Marketing Code.
PRIMARY RESPONSIBILITIES:
• Actively engage and educate consumers at the point of experience, purchase and consumption
• Humanize the brands and build trust of consumers through education
• Lead consumers through a sampling journey of featured product(s) (where legal and within local legal limitations and as per policy)
• Regularly complete digital training for market brand and programs as directed
• Adapt to tech platforms to receive and input information necessary to represent the Diageo brands
• Arrive to events on time, in appropriate attire as specified by market team, and be prepared to execute promotions as outlined in program standards
32 AVENUE OF THE AMERICAS, 20TH FLOOR
NEW YORK, NY 10013
T: 212 366 3400
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• Distribute Diageo premiums to consumers
• Follow Responsible Server Guidelines and report Guideline violations
• Pre-merchandise accounts with Diageo point-of-sale (POS)
• Pay for bar spend or product via company issued debit card
• Pick up or accept delivery of promotional materials from Event Team
• Ensure proper care and return of company property (i.e. – uniforms, event materials)
• Complete post-event recap (ERF) in MKTG reporting website
• Take digital event photos and contribute to markets social media account
• Understand how Diageo brand differs from competitors and report on competitive activity in market
• Maintain appropriate appearance for consumer engagement
• Follow company policy and procedures
REQUIRED SKILLS & EXPERIENCE:
• Outgoing Brand Knowledge and Personification of the Brand– BAE must complete training in order to
understand what the brand/program represents, stands for and how it differs from other brands. BAE
must be able to translate brand information to consumers in a relatable manner.
• Engaging - BAE must be outgoing, personable and courteous with consumers and approach them with a friendly and helpful attitude, with the goal to build trust in the brand.
• Reliable – BAE must always arrive to events ready to start on time, and must work until event end Physical and Other Requirements
• Able to stand/walk for extended periods of time
• Able to carry heavy trays, boxes, objects
• Able to maintain a pleasant disposition under stress
• Satisfy consumer appeal and client marketing requirements
• Approachable and able to engage consumers
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