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How to Recruit Brand Ambassadors Effectively in 2024?

In 2024, branding goes beyond just having a cool logo or a good-looking social media page. You need satisfied individuals who love your brand and are willing to tell others about it – these are your ...

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How to Recruit Brand Ambassadors

In 2024, branding goes beyond just having a cool logo or a good-looking social media page. You need satisfied individuals who love your brand and are willing to tell others about it – these are your brand ambassadors.

In this guide, we’ll give you practical tips and simple ways to find brand ambassadors for your marketing campaigns. Keep an eye out for these main points:

  1. How to find brand ambassadors using tried-and-tested methods that have already worked for others.
  2. Ways to build and maintain a long-term relationship with them
  3. Exciting tips when recruiting them
  4. How to measure the success

Let’s get started!

How to Recruit Brand Ambassadors? A Step-by-step Guide

Thinking about starting a brand ambassador program? Need to find a great ambassador? These tips are for you.

Defining Your Ideal Brand Ambassador 

Finding the right brand ambassadors is key for your business. You want people who truly understand and connect with your brand and target audience. Here’s what to think about:

Who’s your audience? Consider their age, location, and interests. Your ideal ambassador should fit this group.

Look for people with a strong online presence, like a big following on social media or active participation in online communities.

Your ambassador should share your brand’s values and personality, making their promotion of your products feel genuine.

Most importantly, they should genuinely love your brand and believe in it. Their passion will come across to their followers.

So, take your time to figure out who would make the best brand ambassador for your business. It’s worth investing the effort to find someone who can represent your brand in the best possible way.

Effective Brand Ambassador Recruitment Strategies 

When looking for brand ambassadors, you need to find people who can represent your brand well to your target audience.

Keeping following to find ways to explore the right ones for your business:

Develop a Brand Ambassador Program

To attract and expand your brand and build strong relationships with influencers and creators, you can develop a brand ambassador program:

So how can you do that?

Set Goals: Decide what you want to achieve, like more sales or greater brand awareness.

Ambassador Expectations: Explain what you need from ambassadors, like their age and niche.

Ambassador Benefits: Offer perks like commissions, discounts, or exclusive products to make it attractive for them.

Content Guidelines: Give clear instructions on what type of content to create and how to promote your brand.

Incentives: Keep ambassadors motivated with rewards for their efforts.

With UpPromote, you can create a brand ambassador program with ease. The Shopify top-recommended affiliate & referral marketing solution helps you build, track, and manage your ambassadors at your fingertips with all robust features.

You can change the appearance of your application form, including what it says, what fields it has, and how it appears on the page, to match your business style.

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After creating an ambassador program, you can create a dedicated landing page for ambassadors.

If a creator wants to join our brand ambassador program, they can find more information and apply on our website. You should have a dedicated page where they can learn about the program and submit their application for consideration.

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TréSkin’s ambassador landing page is a great example of how to showcase your inbound program effectively on your website’s homepage.

To ensure easy access, they have added a link to their ambassador landing page in the footer of our website.

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Additionally, you should optimize it so that search engines appear prominently when someone searches for “[yourbrand] + ambassador/ affiliate program” on Google.

Other tips for ambassadors to join your program:

  • Announcing and inviting them on social media.
  • Giving them products as gifts with an invitation to join.

Leverage Existing Customer Base

Companies are improving how they retain loyal customers. Building loyalty is now essential for brand growth.

The most effective brand ambassadors are those who not only purchase out of necessity but also do so out of genuine love and support for your brand.

Here are a few more reasons to make you persuaded:

Authenticity: They’ve actually used your products, which builds trust better than ads.

Understanding: They know your brand and customers, so their content speaks directly to potential buyers.

Reach: They can expand your brand’s presence into new networks, like online communities and personal circles. 92% of people trust recommendations from friends and family over other forms of advertising. This word-of-mouth promotion can bring big results for your business.

For Shopify users, there are two ways to turn customers into brand ambassadors with UpPromote:

  • Customer referral
  • Post-purchase pop-up

With the Post-purchase popup, you can turn your current customers into affiliates right after they buy from you. They sign up, and then you manage them like other affiliates.

Customer referral lets you create a widget to invite customers or visitors to support your brand. Their actions are tracked through a special link.

Social Media

Think about your niche and goals, then pick the right channels. Do you want Instagram creators with great images or YouTubers with detailed reviews? It’s up to you!

Next, use the search features on these platforms. Look for keywords, hashtags, and phrases related to your industry. Or use ambassador marketing platforms to help.

If you’re on Instagram, you can find influencers by searching keywords. For example, if you’re a skincare brand, search for “skincare.” Instagram will show you social media accounts with “skincare” in their bio, username, or nameplate.

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Here’s how hashtags can be categorized:

Branded hashtags: These are hashtags with your brand name, like #Obagi. You can create one to track social media posts about your brand. When searching for ambassadors, look for hashtags from related businesses with a similar wider audience.

Niche or interest-related hashtags: Look for hashtags related to your industry or products, such as #skincareproducts or #homeexercises. Then, you can discover creators who could be good ambassadors.

Expert or profession-related hashtags: Search for hashtags like #nutritionist or #fitnesscoach. You can find influencers with relevant expertise for ambassador partnerships.

Location hashtags: If you’re targeting a specific area, search for location-specific hashtags like #LosAngeles. It’s great to find local influencers who could become ambassadors.

Micro-Influencer Marketing

Micro-influencers are regular folks on Instagram, Twitter, or YouTube with smaller, but super engaged followings. They’re like your friendly neighbor who knows everything about a specific topic.

Micro-influencers can make ideal brand ambassadors for their:

  • Authenticity
  • Engagement
  • Niche expertise
  • Cost-effectiveness

To find micro-influencers, you can use tools like Upfluence or NinjaOutreach. They help you quickly find creators that match what you’re looking for.

Micro-influencers often use hashtags to reach more people. You can search for hashtags like #microinfluencer to find small creators. Or use hashtags related to your product or industry, like #healthinfluencer for health products.

You can also search for influencers in specific locations using hashtags like #losangelesinfluencer or #ukinfluencer.

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Micro-influencers are always looking for new products to share with their followers. Keep an eye out for creators who are already talking about your brand or tagging you in their posts. They might be interested in partnering with you!

For example, Joyozung is a Korean beauty micro-influencer. She posted about Deardahlia, a brand she likes, to her 23K followers. Joyozung could be a great fit for Deardahlia as she already uses their product and has a good-sized audience.

Since Deardahlia is getting popular in Korea, partnering with Joyozung, a Korean micro-influencer, is a great idea. Joyozung’s influence among Korean people could really help Deardahlia grow even more in Korea.

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Affiliate Marketing Networks

Networking platforms are like treasure troves of potential candidates. They open doors to different groups of people, interests, and places.

Teaming up with reputable networks can boost your brand’s reputation. This attracts top-notch affiliates who are passionate about your niche.

Plus, these platforms handle payment processing and fraud prevention, freeing up your time to focus on managing your program.

Here are some key tips for picking the right affiliate network:

Decide what you want to achieve—whether it’s generating leads, increasing sales, or boosting brand awareness.

Choose reputable networks. Look for well-known names like ShareAsale, Clickbank, CJ Affiliate, or Impact. They’re more likely to offer trustworthy partnerships.

Make sure the network attracts brand advocates relevant to your industry and products.

Take a look at different affiliate program directories to find the best fit for your budget.

For example, if you have a sizable budget and need advanced targeting and analytics, ShareASale could be a great choice. They have a global reach, a diverse pool of over 1 million publishers, and flexible commission structures. Plus, they offer dedicated affiliate managers to support you along the way.

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Run Brand Ambassador Contests

Running brand ambassador contests is a fantastic idea!

You can online contests or challenges where people create content related to your brand. This could be anything from photos and videos to stories or testimonials.

Choose winners who show creativity, engagement, and a strong alignment with your brand values. These winners can become your successful brand ambassador.

Partner with existing influencers to promote the contest and create excitement. Their involvement can help generate buzz and attract more participants.

Evaluating Potential Brand Ambassadors 

When assessing dedicated ambassadors, there are some things you should keep in mind:

  • Review Online Presence
  • Assess Brand Alignment
  • Consider Past Collaborations
  • Conduct Interviews

First off, you should think about how much they genuinely love your brand. You want folks who are excited about what you offer and can’t wait to tell others. Their passion shines through and makes their endorsements super believable.

Next, check out how well they connect with their followers. It’s all about engagement! You want ambassadors who chat with their audience and really get them involved. That way, when they talk about your brand, people listen.

Also, make sure their authentic content matches up with what your brand is all about. If you’re all about empowering young women, for example, team up with influencers who share that vibe. It’s like finding a perfect match!

And hey, professionalism matters, too. You want ambassadors who are reliable and easy to work with. That way, your partnership will run smoothly, and everyone will be happy.

Lastly, look at the impact they can have. It’s not just about how many followers they have but how engaged those followers are. Quality over quantity, always!

Building and Maintaining Relationships with Brand Ambassadors 

Now that you’ve got your crew of brand ambassadors on board, it’s time to keep that bond strong and growing.

Think of your ambassadors as the heart and soul of your brand. They’re the ones who link your product with the people who love it. So, it’s important to ensure they feel appreciated and valued.

Keep chatting with them and really listen to what they have to say. Give them some love with shoutouts, special perks, and maybe even some sneak peeks they can brag about. And don’t forget to cheer them on when they do awesome stuff!

The stronger your relationship with your ambassadors, the stronger the connection they’ll create with your audience.

And that’s what it’s all about—making sure everyone feels the love and the value.

Clear Communication and Expectations

It’s crucial to have real conversations with your reps.

Try not to overload them with tons of emails, and definitely don’t just check in once in a blue moon.

Talking to your ambassadors is top priority. By keeping it genuine, you’re setting yourself up for success down the road.

Recognition is key for keeping everyone pumped up. Whether they’re in it for the freebies or a paycheck, all ambassadors want to grow their own careers. So, let’s keep them feeling appreciated and motivated!

UpPromote’s got your back when it comes to connecting with affiliates. You can shoot them a message right from the app, making it super easy to have those personal chats and really boost their motivation.

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Provide Support and Resources

When brand ambassadors get to be creative, the partnership becomes even stronger. Brands can work with them to make content, design special products, or shape brand stories. This teamwork builds a better connection and leads to more genuine and interesting campaigns.

To do so, you can offer marketing materials, product knowledge training, and access to exclusive content to empower them.

You can share your brand media elements on through the Marketing Gallery in the UpPromote dashboard.

Shareable media comes in various forms, such as images, links, videos, or files. If it’s an image, you can either download it or get the embedded code to share it on your own channels. Cool, right?

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Regular Communication and Feedback

Keep those communication lines wide open with your brand ambassadors.

You should offer consistent support, interact with their content, and promote collaboration and feedback.

That’s the recipe for a solid relationship!

Show Appreciation and Recognition

Exclusive invitations and swag are cool perks, but public praise can do wonders for ambassadors.

It boosts their reputation and morale, making them more appealing to potential employers.

Simple gestures like retweeting or sharing their content from your official channels show appreciation to all ambassadors, not just the top ones.

Keep tabs on each ambassador and document your brand’s connection with them to manage relationships effectively.

In your ambassador program, you can award them with a BONUS!

This feature in UpPromote is created for merchants to motivate their partners to achieve specific targets like referrals, sales, or commissions. When an ambassador hits the set target, they get an extra Affiliate Bonus as a reward.

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Best 10 Tips to Apply When Recruiting Brand Ambassadors

Finding the right folks to be ambassadors for your brand is crucial. You want people who really get what your brand is about and can talk about it in a way that clicks with your audience.

Here’s how to find those perfect matches:

Utilize influencer marketing platform

An influencer marketing platform can be super helpful in finding the perfect brand ambassadors! Imagine you’re a brand looking for someone to represent your products or services. It’s like searching for a best friend who really gets you and your brand.

These platforms are like matchmakers. They connect brands with influencers who share the same vibe and values. It’s like introducing two people you know will hit it off at a party.

Then, they make it easy to reach out and start a conversation. Think of it like sliding into someone’s DMs (direct messages) but professionally and respectfully. You can send messages, emails, or even video calls to get to know each other better.

Plus, these platforms often have tools to help you track and manage your relationships with ambassadors. They keep everything organized for you. You can see how your ambassadors are performing, manage payments, and even send them special perks or rewards to show your appreciation.

And the best part? It’s not just about finding ambassadors—it’s about building relationships real connections. You can join a community where everyone supports each other and celebrates each other’s successes.

Influencer marketing platforms like Upfluence make it easy for businesses to find, work with, and keep track of brand advocates for their marketing efforts all in one place. They help you find the right partners, manage your campaigns, see how well they’re doing, and handle payments.

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Optimize brand ambassador job description

To make your brand ambassador program shine, be clear about what ambassadors should do and how they fit with your team. They should know how to keep up the good vibes of your brand.

Think of ambassadors as friendly faces linking your brand with the world. They’ll chat with customers and others, using their own style to connect.

Set clear goals and ways to see how well ambassadors are doing. Keep in touch often to chat about what’s going great and what needs a tweak. That way, you’ll keep things rolling smoothly.

Showcase program benefits

To attract awesome folks to join your ambassador crew, share a message that really stands out.

Let them know about the cool perks and special chances they’ll get by being part of your team. Talk about the exclusive goodies, like special collaborations and the honor of representing your awesome brand. If you offer training, college credits, or mentorship, be sure to mention that, too.

Make it clear that being an ambassador isn’t just about promoting a brand – it’s about being part of something special and getting support along the way.

Request referrals

When searching for a brand ambassador, you might find yourself sorting through loads of applications to find the perfect fit. But there’s another way: ask your team to suggest people who could be great for the role.

By getting recommendations from your team, you’re tapping into the power of personal connections. This helps build trust and creates a loyal group of brand supporters.

Promote the program on social media

If you’ve dedicated effort and resources to your social media strategy, you likely have a robust brand community online. Take advantage of this by announcing your new program on these platforms. Share links to detailed information and the ambassador application form, encouraging your followers to explore and apply.

Create a striking visual and pin it to the top of your Twitter and Facebook profiles. Also, promote it on Instagram and include mentions in your YouTube videos and their descriptions.

Here are some tips for recruiting brand ambassadors through social media:

  • Quickly highlight the perks of being an “insider.”
  • Describe the application process clearly.
  • Ensure the process is straightforward and easy to navigate.
  • Provide a direct link to the application page.
  • Always include a clear and compelling call to action.

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LookeeTech posted its affiliate program on Facebook to attract advocates to join.

Personalize messages to candidates

When reaching out to potential brand ambassadors, it’s crucial to personalize your message. Start by addressing them by name and mention specific details about their talents and interests. For instance:

“Hey [brand ambassador’s name],

I hope this message finds you well! I’ve been following your journey in [relevant field] and I’m truly impressed by your passion and expertise.

At [company’s name], we’re on a mission to [briefly mention your mission or goals]. We believe that your unique skills and perspective could be a perfect fit for our brand ambassador program.

We’d love to chat more about collaborating and supporting each other. Are you available for a quick call or meeting sometime this week? Let me know what works best for you!

Looking forward to connecting,

[Your Name]”

Once you’ve identified your top candidates, it’s time to conduct interviews and select the best fit for the role.

Assess skills, knowledge, and passion in interviews

When interviewing candidates for a brand ambassador role, it’s important to ask questions that help you understand their interpersonal skills, knowledge, and enthusiasm. These questions should dig deeper than basic information and look into specific examples and situations.

Asking about their past positive experiences and technical skills can show you what the candidate can do and what they know. Questions about their interest in the job and why they want to work with you can show how excited they are about the role and if they’re likely to stick around.

Carefully chosen questions can give you a complete view of each candidate, helping you pick the right person for the job.

Here are some simpler interview questions you might ask potential brand ambassadors:

Understanding the Brand:

  • “What do you know about our brand?”
  • “What do you like most about our product?”

Engaging with Others:

  • “Who follows you, and how do you usually talk to them?”
  • “Can you tell me about a time when you convinced someone who was unsure about buying our product?”

Sales Experience:

  • “Have you ever helped increase sales for a product? Can you tell me more about that?”

Communication Skills:

  • “How would you start a conversation with people you don’t know at a business event?”

Search via branded, niche hashtags

As mentioned before, using hashtags can be a manual but effective way to find brand ambassadors, especially if you’re not ready to invest in software.

Branded hashtags are specifically related to your brand name, like #KylieCosmetics.

While you can create your own branded hashtag to track posts, you can also leverage branded hashtags from similar businesses.

For example, if you’re an organic skincare brand, you could search for hashtags like #ActivistSkincare.

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These hashtags are associated with the natural beauty community and attract individuals interested in clean and organic skincare products. Exploring these hashtags might uncover potential ambassadors who share your brand’s commitment to sustainability and wellness.

Niche or interest-related hashtags are like treasure maps leading you straight to potential brand ambassadors. These hashtags are directly tied to your industry or the products you offer, making them perfect for discovering influencers and content creator who are already immersed in your niche.

For a beauty brand, it might be #skincareproducts. For fitness, it’s #homeexercises or #homeworkouts. You can find plenty in your industry. Start searching and analyzing the creators’ social media profile. You’ll find many who are a good fit.

Seek ambassadors among employees

Appointing employees as brand ambassadors boosts your marketing strategy practically. They grasp your values and company insights well. Plus, they’re part of your brand identity, lending credibility to promotional content.

An engaging social media presence is key to employee ambassadorship. Maintain both business and team member profiles. As employees share your brand on their social media, visibility grows among their circles.

Content from employee ambassadors varies. It includes how-to videos, behind-the-scenes glimpses, event coverage, employee day-in-the-life stories, and brand testimonials.

Establish a website application form

Your application should be easily accessible. Your website is the ideal spot. Visitors can organically discover the opportunity and apply.

Websites are great for inspiring visitors to join your community. Add a link in the footer saying “Become an Ambassador” or “Join our Ambassador Team.”

Also, you can recruit representatives by adding a graphic to every blog post’s end. Also, include program links on your contact and about pages.

Use post-purchase communication. You can mention opportunities on your “thank you for your purchase” pop-up and email.

Measuring the Success of Your Brand Ambassador Program

Finding ambassadors for your brand is part of creating a program. After that, you monitor the impact of their high-quality content to see if it aligns with your goals. As time passes, you may adjust your program based on which type of ambassadorship yields the most success.

Track Brand Awareness Metrics

When monitoring brand awareness metrics, it’s crucial to focus on several key indicators.

Some metrics you should analyze to measure brand awareness are:

  • Website Traffic
  • Social media chatrer
  • Brand sentiment

Counting the number of people who visit your website can tell you how much buzz your brand generates.

Google Analytics is a great tool to track the number of visitors to your website over time.

Also, you should analyze the traffic sources to understand where your visitors are coming from (e.g., organic search, social media, referrals). This can give you insights into which channels drive the most brand awareness.

And then there’s social media chatter. The more people are talking about your brand online, the more you know your brand is getting noticed.

You should monitor the number of mentions, shares, likes, and comments your brand receives across various social media platforms. You can use social media management tools or platforms’ built-in analytics to track these metrics.

But it’s not just about the quantity; it’s also about the vibe. Are people smiling when they talk about your brand, or are they frowning? Understanding the sentiment gives you a sense of how folks really feel about you. It’s like getting a report card on your brand’s reputation.

You can leverage sentiment analysis tools or software such as Sprout Social.

This tool automatically checks if people are talking positively, negatively, or neutrally about your brand online, on social media, reviews, and other sites.

Analyze Engagement Metrics

When you track engagement metrics alongside brand awareness, you get a full picture of how your brand ambassadors are doing.

By keeping an eye on likes, comments, shares, and when people talk about your brand in ambassador content, you see how well they’re connecting with their audience.

Lots of engagement means your ambassadors are doing a great job getting people interested and talking about your brand.

Evaluate Sales Performance

When you’re looking at how well your brand ambassadors are boosting sales, there are a few things to keep an eye on.

First off, check out how much traffic they’re sending to your website. It’s like seeing how many folks they’re bringing to your store.

Then, take a look at how often people are using the special discount codes your ambassadors share. It’s a good way to see if their promotions are tempting customers to buy.

Lastly, see how many actual sales are happening because of your ambassadors’ efforts. It’s like counting up the number of items flying off the shelves, thanks to their recommendations.

Some key metrics to measure sales performance:

Revenue: The total income generated from sales during a specific period.

Sales Volume: The total number of units sold during a given timeframe.

Average Order Value (AOV): The average amount of money spent by customers in a single transaction.

Conversion Rate: The percentage of website visitors who make a purchase.

Sales Growth Rate: The percentage increase or decrease in sales over a certain period compared to the previous period.

Sales by Product/Service: The breakdown of sales revenue by individual products or services.

Sales by Channel: The distribution of sales revenue across different sales channels (e.g., online, offline, direct, indirect).

Utilize Affiliate Marketing Tools

Using affiliate marketing tools to measure your brand ambassador program’s success is to have a handy assistant who keeps track of everything for you.

These tools help you see how well your ambassadors are doing by tracking things like clicks, ambassadors’ performance, and sales.

Plus, these tools make it easy to understand who’s bringing in the most value. They sort out which ambassadors are driving the most sales, so you know who to high-five and maybe even reward a little extra.

And the best part? They do all the heavy lifting for you, automatically generating reports and crunching numbers. So, you can spend less time on paperwork and more time focusing on making your ambassador program even better.

With UpPromote, you can keep track of your brand advocates by looking at the Analytics Dashboard.


The Analytics page shows you how well your affiliates are doing. It includes graphs to see their overall performance, a table listing your best affiliates, and another table with data on your products. It helps you understand how effective your affiliate marketing is and lets you make smart choices to improve it.


  • How do you attract brand ambassadors?

You can attract brand ambassadors by highlighting perks like exclusive access, recognition, and collaboration opportunities. Showcase your brand’s values and mission to resonate with potential ambassadors. And engage with them authentically and offer clear communication about expectations and benefits.

  • How do I hire a brand ambassador?

When hiring a brand ambassador, start by finding people who truly connect with your brand. Reach out to them personally, sharing why you admire their work and how you envision collaborating. Be clear about what you expect and what they’ll gain, fostering a genuine partnership.

  • How do you recruit brand ambassadors on Instagram?

To find influencers on Instagram, start by identifying users who align with your brand’s values and create content that resonates with your audience. You can also leverage tools to search for influencers based on location, demographics, keywords, and content type.

Another way is to engage with existing customer interactions and consider putting out a call for ambassadors on your profile. Don’t forget the power of Instagram posts, related profiles, or explore tabs.

  • How do brands pick brand ambassadors?

Brands select brand ambassadors based on alignment with brand values, audience engagement, and authenticity. They look for individuals who embody their brand culture and have a genuine passion for their products. Ambassadors’ online presence, influence, and ability to resonate with the target audience are key considerations in the selection process.

Last words 

Brand ambassadors are like the friendly faces of your business, helping spread the word and shape how people see your brand. When you choose ambassadors who really get what your brand stands for, it’s like having extra super fans out there singing your praises.

And the cool thing? When these ambassadors talk about your brand to their friends and followers, it’s like a recommendation from a trusted source. It helps turn more people into potential customers and allows your business to grow even more.

We’re confident this article will help you find the perfect brand advocates for your business. And with UpPromote by your side, managing your brand ambassadors will be a breeze. Our powerful features are designed to make recruiting and managing ambassadors a piece of cake. Give UpPromote a try today, and see how it can take your brand ambassador program to the next level!

Ellie Tran, a seasoned SEO content writer with three years of experience in the eCommerce world. Being a part of the UpPromote team, Ellie wants to assist Shopify merchants in achieving success through useful content & actionable insights. Ellie's commitment to learning never stops; she's always eager to gain more knowledge about SEO and content marketing to create valuable content for users. When she's not working on content, Ellie enjoys baking and exploring new places.