Episode 16

016 | Brand Ambassadors, Advocacy & KPIs: how to set up the role to build demand bottom-up | Part 2/2 with Filiberto Amati from Amati & Associates (Warsaw, Poland)

In this episode, Chris Maffeo talks with Filiberto Amati. He is a Growth Advisor. He has extensive Spirits experience having spent many years in Campari in the Netherlands, Mexico, the Caribbean and in Di Saronno in Central and Eastern Europe. He has been in both marketing and commercial roles.


They spoke about Brand Ambassadors from how to define the role, set up KPIs and enable them to build demand from the bottom-up.

They continue by talking about how big brands have shaped their success by focusing on a core occasion. How did they master with perfect market execution that did not happen overnight. If you enjoyed the episode, please rate it and share it with your friends and colleagues. About the Host: ⁠⁠⁠Chris Maffeo⁠⁠ About the Guest: ⁠⁠⁠⁠Filiberto Amati


About the Podcast

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The MAFFEO DRINKS Podcast
Brands Are Built Bottom-up.

About your host

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Chris Maffeo

With 20 years of experience working for some of the biggest drinks brands across 30+ markets, I've developed a unique understanding of how brands grow in today's market.
Now, I help drinks brands build sustainable growth through bottom-up demand creation.
My methodology focuses on how brand demand spreads - from initial venue adoption to international expansion.
I teach brands how to create, convert, and sustain demand across the three critical stages of growth: from one bottle to one case to one pallet.
My expertise lies in understanding how brands grow through genuine advocacy, from bar to bar, city to city, and building foundations that enable natural scaling.
Through consulting, training, and speaking engagements, I help brands:
• Build sustainable demand from the ground up
• Systematize their approach to building brands city by city
• Navigate the path from local success to international growth
• Develop strategies based on occasions rather than demographics