As Aria Wright navigates the spirits industry as the U.S. brand ambassador for Camus Cognac, she makes sure to stay as true and authentic to herself as she can. In her role, she spearheads marketing and community engagement initiatives across the United States, lending her perspective and passion to elevate the brand’s presence in diverse communities and showing a commitment to inclusivity.
Wright spoke with rolling out about being a brand ambassador, Black women in leadership roles and marketing.
What does being a brand ambassador mean to you?
I’m actually the face of the brand in the U.S. My role is very big. I’m probably one of the only African American women in a leadership role in the company — and the company is worldwide. The U.S. was the last to the market, so we have just been in existence in the U.S. for about 15 years, although the company is 160 years old. To me, [that] means that I’m a trailblazer. I have successfully in my career been able to put people in positions to help them thrive and learn. In a previous role, they called me “the godmother” because I led a team of influencers, who were influencers in real life, not just on social media. They had actual credits to their name, they had skin in the game — and I found them. I’ve worked in so many industries, and a lot of them were at the helm of the spirits industry, because of course, if you do events, or if you listen to music, alcohol and spirits are not too far behind. For me, it means being able to show a successful model of a woman who has paid her dues, who has cut her teeth into this industry — and no matter how many times I tried to leave — I keep getting pulled back. There’s something about it here, that really makes me feel great and that really fuels my passion.
In your role, you market for the company, but how can Black women market for themselves?
There’s so much room for improvement right now. I think it’s about presence. A lot of people, the younger generation, are very afraid to speak out … they don’t command presence when they walk in the room because they’re used to being behind a computer. They can be Twitter gangsters; they can be Instagram bullies [and] Instagram models just at the click of a button.
I think that one of the things is carrying yourself in a way that you would make your ancestors proud. That’s pretty much how I grew up. I’m very afraid of my mom; I’m afraid of what she’s going to say. My mom watches everything that I do, and she critiques it. So bringing that essence back, bringing that element of, “I am proud; I [am] confident; I love who I am and [am] bold and audacious.” Know your stuff, be confident walking into the room with confidence and walk into the room with intention.
Why should more women of color be in leadership roles?
We have so much to offer, but for so long, we played the background to men in the same jobs. It’s just so important that we show women no matter how old or young they are, that this can be you, too. [N]ot saying that I have the highest position or I know the most; it’s just that the way that I carry myself is respectable, and I respect other people, no matter what they do [and] no matter what they bring to the table. If I see that you have an interest and passion for what you’re doing — and you enjoy it — then I’m going to gravitate toward you. It’s important for me to showcase the positive and my vulnerability as well, but I make it look fun.
