Summary Of Primary Job Responsibilities
The In-House Brand (IHB) Ambassador is a food-loving, passionate and knowledgeable product expert responsible for driving engagement, education, and performance across our IHB range. This role brings our products to life through compelling storytelling, training, social-style content, and strong store team connection.
As an IHB Champion, you'll inspire confidence and pride in our IHB through training, showcasing, digital engagement, and direct sales impact, helping our team deliver a standout customer experience and driving commercial success.
Duties & Responsibilities
3. Sales & Performance Impact
* Product Expertise & Communication
* Liaise with the merch team to identify IHB products to build clear and concise features and benefits.
* Partner with the merch team to gain insight on new lines and ranges.
* Translate product knowledge into compelling content for use in stores and online.
* Provide insights and feedback from stores and customers to help refine product development.
* Assist the merch team with testing of key items
* Training, Learning & Development
* Design and deliver engaging training materials (e.g. guides, videos, cheat sheets).
* Host product chats, demonstrations, and team education sessions in person or online.
* Collaborate with the HR team to embed product knowledge into broader training initiatives.
* Mentor and develop a network of in-store IHB "Champions" who cascade training and knowledge locally.
* Lead quarterly knowledge refresh sessions across the retail network.
* Create a library of training information for staff to access
* Partner with Area Managers and Store Managers to connect product knowledge with selling skills.
* Track and report on IHB sales performance, identifying trends, opportunities, and focus areas.
* Develop and execute initiatives to lift IHB conversion rates, basket size, and penetration.
* Equip store teams with selling tips and customer-facing language to bring IHB to life at point of sale. (i.e store team gifts or challenges with IHB rewards)
* Drive customer trial opportunities such as live product demos or in-store showcasing.
* Digital & Social Influence
* Create short-form video content (e.g. TikTok, Reels-style) to highlight products and inspire teams.
* Present confidently on camera, delivering product demos in a fun and engaging way.
* Partner with Marketing to align on tone, branding, and product messaging.
* Recognise and share standout store engagement through social-style content.
* Collaboration & Store Support
* Work closely with Store Managers and Area Managers to understand what's working and where to focus.
* Activate in-store product showcases and demonstration opportunities.
* Champion store and customer feedback to refine messaging and drive results.
* Build strong cross-functional relationships across Merchandise, Buying, Marketing, and L&D to ensure alignment.
Key Skills & Attributes
* Deep passion for food, cooking, and entertaining, being a foodie is essential
* Strong retail experience with passion for learning, coaching, and influencing.
* Skilled at creating short, engaging content, comfortable using video and social platforms.
* Confident communicator with on-camera presence.
* Strong interpersonal and influencing skills across all levels.
* Natural collaborator, thrives on connecting with stores, teams, and support office.
* Creative, proactive, and outcome-driven.
* Passionate about product, storytelling, and customer experience.
* You naturally light up when talking about cookware, recipe hacks or your latest kitchen find.
* Commercially focused with an ability to link product advocacy directly to sales performance.
* Must be willing to travel interstate
Success In This Role Looks Like
* Store teams confidently promote and sell IHB products to customers.
* Uplift in IHB penetration, conversion rates, and sales contribution to overall business performance.
* Increased customer satisfaction and feedback around IHB products.
* Regular, engaging training and content that excites teams and embeds knowledge.
* A strong culture of IHB advocacy, with local champions driving momentum across stores.
* Recognised as the "go-to" foodie and expert for IHB knowledge, activation, and inspiration.