This ambassador plan provided an audit, strategy and action plan for a $400,000 global program.

As a brand that started on Kickstarter, online creators and pizza enthusiasts have always been an important aspect to the Ooni marketing plan. When I joined Ooni, the roster was up to 60+ full time creators, plus a bunch of one-offs as well. The direction for the most part was “as the budget grows, the roster grows.” Flawed approach imo.

So I did something about it.

I executed an audit of the current program, evaluating it from an internal perspective (how does our roster compare to each other), a competitor perspective (how does our roster compare to competitors) and a cultural perspective (what are the trends in the social space that we are missing out on).

In addition to some 3rd part research, I built an analysis tool for our roster that allowed us to compare any ambassador across 6-points of measurement to any other ambassador on the roster. The objective was to show that not all ambassadors are equal in all areas. Some are better at content while others are better reach and that’s ok.

New knowledge unlocked more spend efficiency, better overall return and a happier roster.