Brand ambassadors play an important role in marketing campaigns that seek to attract new customers. In marketing, brand ambassador may actually be a paid position and job title.

The purpose of hiring a brand ambassador is to grow brand relevance, ensure proper product or service positioning and drive increased sales within a specific territory or segment of targeted accounts. Typically, this type of brand ambassador is responsible for driving brand growth against specific key performance indicators and the metrics for success are data-driven.

In sales, the term brand ambassador is used more loosely and may be used to describe anyone in the company who interacts directly with the public. In a retail setting