Loïk Mathieu


Coming from Brittany, Loïk studied International Events Management at the EM Normandy Business School in France. After graduating in 2019, he started his career in culture marketing at the Red Bull HQ in Austria before joining the Jameson International Graduate Programme in 2021.

Thinking about when you first arrived in the city you are now based, what were your initial thoughts when you arrived?

As I lived in the French capital during my master’s degree, I knew my first challenge would have been to find a place to live. Paris is expensive and it can be quite challenging to get a flat for a decent rent.

Thinking about when you first met your team, what was this like?

After my initial 3-week induction to the graduate programme was completed, I then started my role and had a 1-week handover with the two previous Brand Ambassadors who were based in Paris. This involved being introduced to the local Pernod Ricard team, to contacts in the on-trade and The Island (Pernod Ricard’s HQ). I remember thinking “wow this is a dream job!”.

Thinking about your first month in market, what was your biggest challenge & how did you overcome this?

The biggest challenge for all Brand Ambassadors is understanding the market you are placed in. It is a very important aspect of the job to know what we can do in terms of event management and brand education as these are key focus areas of the role.

Looking back now what did you learn from that first month in your new city? What has it taught you about yourself?

One of the first things I learned is to make time for yourself. Being a Brand Ambassador isn’t a 9 to 5 job, it can be very demanding, so it is important to have a good work life balance. Personally, I have taken up running which was quite new for me.

What is your favourite highlight from the programme so far?

I am very proud of the work I have done with a bar in the Batignolles district. I managed to share my passion for the brand with the bartenders and they all fell in love with Jameson. We did many successful events there, breaking sales records and made the bar the best place in town for a Jameson Ginger & Lime. Now it’s become one of the biggest Jameson accounts in France and the crew are our friends.

What are you most looking forward to in the months ahead?

In summer we will have the 3rd edition of the Jameson BBQ, taking place in various cities in France. It consists of bringing Jameson to life through an open BBQ with music, games, cocktails, and conviviality.

Any tips for anyone applying for the role of Brand Ambassador?

Being a Brand Ambassador is the perfect job to understand how a business is working at every level: brand marketing, sales, digital, trade marketing etc. It’s a great opportunity and I couldn’t recommend it enough. My advice to apply for this role is simple: do your research, the more information you have, the better. If you stay true to yourself and are well prepared, everything will run smoothly.