Alex – Marketing Assistant, Cultural Advocacy

How did you find out about the Jameson Brand Ambassador Programme? 

I saw an ad for the programme and loved the idea of working in marketing for such an iconic global brand. I had a passion for marketing and the Jameson brand is iconic not only here in Ireland but also overseas, so I wanted it from early in my college years.  

Talk through your story in the programme so far. Where did you start, and where are you now? 

I started in my first year as a Jameson Brand Ambassador (BA) in Dublin. I wasn’t expecting Dublin but it gave me the opportunity to be very close to the key stakeholders in our Market Company and also our Global Marketing team. I was involved in everything from coordinating events to engaging with the local cultural scene. I was lucky to host many cultural activations during my time as BA in Dublin.  

By the end of my first year, I knew I wanted to broaden my horizons. Although I initially set my sights on becoming a Brand Ambassador in the US, I soon realised my true passion was in cultural marketing. I applied for the role of Marketing Assistant on the Global Cultural Advocacy and Brand Partnerships team. Fortunately, I secured the position and I just started that recently.  

Give us a snapshot of a typical day as a Jameson Brand Ambassador for Dublin. 

My days as a Brand Ambassador were anything but routine, which kept things exciting. A typical day might include coordinating weekly bartender events and making account calls to the on-trade. I spend a lot of time chatting with bartenders and organising cultural events in places like vintage stores, barbershops, and creative spaces. I also got involved in collaborations with artists, planning album launch parties at the Irish Distillers private venue, and managing Green Carpet gifting. 

Each day brought opportunities to engage with the community and promote Jameson. Whether it’s hosting an event or brainstorming with my team, there was never a dull moment. 

What projects or activations did you particularly enjoy working on? 

There have been several standout projects during my time as a Brand Ambassador. One of my favourites was the Green Carpet initiative, a culturally driven influencer and music-focused gifting project where we gifted over 75 artists. The positive response and numerous reposts made me very proud to be involved. 

Another highlight was the Jameson Hosts event, a global bartender summit that allowed me to connect with bartenders from around the world. The Jameson Connects events were also a major highlight, where I had the opportunity to lead my own experiential event at the end of summer. Lastly, working on content for the Jameson-sponsored festival All Together Now was an unforgettable experience. It was a chance to contribute to a major event and create memorable content over an amazing weekend.  

What’s it like working with your team, and have you made friends along the way? 

I’ve made some great friends. The nature of the job means to develop close relationships. Working together on projects like the Green Carpet gifting initiative with the Dublin-based first-year Brand Ambassadors was a highlight. We collaborated so well. 

What do you enjoy doing outside of work? 

My passion for business and marketing extends beyond work hours! Outside of work, I’m really interested in culture and marketing, and how they intersect. I also keep busy with Jiu-Jitsu training, which helps me stay active and focused.  

In three words, describe your experience. 

Dynamic, Transformative, Unforgettable. 

This programme has been an incredible adventure. For anyone eager to make their mark in the world of branding, the Jameson International Brand Ambassador Programme offers a great opportunity.  

What would your advice be for those interested in joining the Jameson Brand Ambassador Programme?

If you’re considering applying for the Jameson International Brand Ambassador Programme, my advice is to be patient. It may feel like a distant dream, but just be yourself and put your best foot forward. You have to be a self-starter and resilient, so know your strengths and make sure they come across at the assessment centres.

Learn more about becoming a Jameson Brand Ambassador.