In this episode, I have the pleasure of speaking with Adrian Biggs, Director of Trade Advocacy North America. Within this role, he is responsible for developing the strategy for the Brand Ambassador team's operations, activation, and fostering a culture within the advocacy program. Additionally, we have the honor of featuring Jen Marshall, who at the time of this episode was the Community Advocate at Casa Lumbre, focusing on developing program strategy and industry activation for Community Vodka. Jen Marshall has since transitioned to the role of Senior Trade Advocacy Specialist - National at Moet Hennessy. Show Notes Translating Hospitality Skillsets to Brand Success Adrian and Jen discuss the skill sets acquired in the hospitality industry that have seamlessly translated into their successful roles working for brands. They emphasize the significance of managerial experience as a major advantage when transitioning between the two sides, particularly in understanding what works for specific accounts and audiences. Learning from Observations and Politics They share the value of observing successful ambassadors, replicating effective strategies, and learning from the shortcomings of others. Adrian elaborates on navigating workplace politics and how it has broadened his perspective, emphasizing the importance of considering key players before presenting ideas. Navigating Career Progression Adrian delves into the best practices he employed to advance in his career, from being a Brand Ambassador for a vodka to leading a team of 70 as the Director of Advocacy. These practices include active listening, seizing opportunities to voice opinions, and consistently being prepared to present. They also discuss the post-Brand Ambassador career trajectory, stressing the importance of familiarizing oneself with sales and actively pursuing desired roles. Guidelines for Social Media Engagement The conversation turns to the guidelines followed for social media engagement, including adhering to industry standards such as DISCUS rules and leveraging tools like Grammarly. Adrian shares insights from a study on the impact of social media on bartender behavior and recommends using a brand’s social media as a research tool for interview preparation. Advocacy, Goals, and Culture They shed light on the steps taken to advance in their careers, emphasizing self-advocacy and the pursuit of meaningful goals. Jen shares her experiences and challenges working with "Community Spirit" vodka, a brand dedicated to giving back to the community, while Adrian discusses his approach to cultivating a cohesive culture among his team of Brand Ambassadors. Valuable Advice for Aspiring Brand Ambassadors The episode concludes with insightful advice from both guests, including the importance of networking, seeking mentorship, and mastering tools like PowerPoint through readily available resources such as YouTube tutorials. This episode offers invaluable insights into the world of trade advocacy and brand representation, providing practical guidance for aspiring and current professionals in the industry.