Working on the Chicago field marketing team for KIND Healthy Snacks is rarely easy, but it’s almost always fun, energizing, and diverse. As a KIND Brand Ambassador, the sole purpose of my job is to increase the brand’s exposure & visibility while encouraging consumers to try the product. A favorite aspect of my job is that I have a wide range of typical day-to-day activities, and no two days are alike.
I was hired by KIND in 2012 as the only brand ambassador on the Chicago team, which only consisted of two other people at the time. Today, I have helped grow our team from two to ten employees in under 24 months. This explosive growth has helped me learn how to grow and manage multiple brand activations, focus on our target market segments, and even assemble a tent on the beach.
Much of what I do involves event marketing, which includes setting up a tent, booth, and table to sample from. I’m also involved in guerrilla sampling. This is where at least two team members hop in our KIND-branded Jeep armed with thousands of KIND bars to give away at a predetermined location, such as a Metra commuter stop or Soldier Field on game day. While this may seem like a fairly simple execution, lots of planning and strategizing that happens behind the scenes before the sampling begins. A portion of my job includes store demos where I allow shoppers to sample pieces of product in hopes they’ll make a full purchase. Coordinating demos at the right stores during the right sales promotion is crucial to a demo’s success. While this is the least exciting function of my position, I enjoy the quality interactions I share with
The most important aspect of my job involves coordinating strategic event partnerships, like ALS Les Turner Foundation or Big Ten. Acquiring these partners is a big win for our team because this gives KIND the opportunity to be the exclusive snack company at a given event.