Joe – Jameson Brand Ambassador, Canada

How did you first learn about the Jameson International Brand Ambassador Programme? 

After studying law and working in hospitality, I realised that marketing within the drinks industry was where my heart truly lay. Over a few years, I gained exposure to sales, marketing, and advocacy. When the opportunity to join the Jameson International Brand Ambassador Programme came up, it felt like a natural fit. This programme gave me the opportunity for continuous learning, personal growth, and the chance to be part of an iconic global brand’s success story. 

Tell us about your recruitment process. 

The recruitment process was designed not just to assess our skills but also how our personalities would fit the role of Brand Ambassador. We mixed really well, had fun, and showcased what makes us unique. The process is indeed intense and requires commitment. Waiting for the final decision was nerve-wracking, but the moment I received the offer, I was so happy. 

Can you describe your onboarding and induction experience? 

The onboarding experience was fantastic. It provided a deep dive into Irish Distillers, the Jameson brand and the job of Brand Ambassador, while also being a lot of fun. Meeting a group of enthusiastic and like-minded people, who quickly became friends, made it particularly great. Staying connected with fellow Brand Ambassadors is important and we have a great community. We have each other’s back. I make it a point to call them regularly.  

Tell us about your journey so far on the programme.

My first year as a Brand Ambassador was based in the West of Ireland, which was an incredible start. Being based locally with Irish Distillers, I really immersed myself in the rich history and culture of the brand. The Irish market is challenging but rewarding. I’ve been involved in everything from events to tastings to influencer marketing and social media. I covered Cork, Limerick, and Galway. 

In September 2024, I transitioned to a new role as the Jameson International Brand Ambassador for Canada, based in Toronto. While the skill set and focus have shifted, my previous experiences have provided a solid foundation. One key lesson I’ve learned is the importance of resilience and learning from mistakes. Each role has its unique challenges and rewards, but the core skills will help me no matter where I go. 

What has been a highlight of your job so far? 

Choosing a highlight is tough, as there have been so many. If I had to pick, connecting with global artists, and organising the Jameson Connects gig in Galway would stand out. One of my significant achievements was being involved in organising a Jameson Connects gig, where I managed talent booking, venue arrangements, and event logistics, under the guidance of my manager.

What does a typical day look like for you? 

No two days are the same, which keeps things fresh and exciting. My mornings typically involve planning and meetings, followed by visits to bars to build brand relationships and explore new opportunities. Organising events and tastings is also a significant part of my role.  

Tell us about the country you’re currently based in. 

I’ve only recently arrived in my latest rotation in Toronto, Canada. It’s an exciting place to be. The people are incredibly friendly and welcoming, with a strong love for sports and the outdoors. There is a historic connection between Canada and Ireland, so I think that will make it easier to connect with the local community.  

The primary focus of my role in Canada is bartender engagement. Building love and awareness for Jameson Ginger and Lime is a key part of my role, as well as promoting our prestige range, which is becoming more and more important in the Canadian market.  

How do you spend your free time? 

Outside of work, I enjoy outdoor activities like hill climbing, road trips, and travelling. In Canada, I hope to get into snowboarding, a new adventure that replaces sea swimming during the winter months. 

What skills are essential for a successful Brand Ambassador? 

I think you have to be able to forge genuine connections, engage well with people and be able to advocate passionately for the brand. Patience, adaptability, and resilience are also important. The role involves navigating challenges and setbacks so maintaining a positive outlook is key to overcoming obstacles and staying motivated. 

What does the spirit of Irish Distillers Pernod Ricard mean to you? 

The spirit of Irish Distillers Pernod Ricard for me is the culture of collaboration, innovation, and support. It’s a dynamic and inclusive environment where people are passionate about what they do. There are some nice perks with the job.

What advice would you give to someone applying for the programme? 

My advice is to be clear about why you want to join the programme and let that passion shine through in the application process. Be prepared for the realities of the role and research it thoroughly. Reach out to current Brand Ambassadors to gain insights. Let your true self stand out. 

Interested in becoming our next Jameson International Brand Ambassador? Learn MORE