During my time with the Proud Sugar group, I had the opportunity to assist with a significant collaboration involving our brand ambassador, Jamyjames. Proud Sugar was the first sugar company in Thailand to have a brand ambassador, with the vision of becoming "sugar for the new generation." My role in this collaboration was to support the coordination and execution of the partnership, ensuring that the messaging was consistent and aligned between the brand and Jamyjames’s personal brand. This involved close communication with both internal teams and external partners to strategize content that resonated with our target audience, contributing to the success of the campaign.

This was my first experience working in the brand ambassador and celebrity endorsement field, and it provided valuable insights into managing these types of partnerships. I learned how to craft content that effectively communicates brand values while maintaining the authenticity of the ambassador's personal brand.