Can You Cut It? Christies Direct 2021 Brand Ambassador Search

Can You Cut It? Christies Direct 2021 Brand Ambassador Search
Can You Cut It? Christies Direct 2021 Brand Ambassador Search

Can you cut it?

We are seeking a creative, passionate groomer who is a loyal Christies Direct customer, loves our Groom Professional range and who is ready to represent us and our brands across the globe!

In 2020 we had the fantastic Michael Shiels as our Christies Direct Brand Ambassador.  He traveled with us to events, filmed videos with us, shared his lockdown tips and experience, reviewed new products and led our very first webinar. We have had a smashing year working with Michael Shiels and he will now join Emily Myatt in our Christies Direct Brand Ambassador Hall of Fame.  BUT with a new year comes a new opening and we are now on the hunt for our 2021 Brand Ambassador.

Christies Direct Can You Cut It?

Impress us with your knowledge of products, tools, and techniques and the invaluable experience you’ve gained within the grooming industry and you could seize the chance to be a player in the global grooming industry representing Christies Direct in 2021.

This once in a lifetime opportunity will help you grow your own profile and business. It will give you the chance to travel internationally, network with members of the global pet grooming industry, review brand new products, make guest appearances, given live demonstrations, create content, be involved in product development PLUS work behind the scenes at Christies Direct - Europe’s biggest pet grooming supplier. 


Simply complete the application form below sharing your skills, experience, and why you think you can cut it as the 2021 Christies Direct Brand Ambassador.  Attach a high-res headshot and a 5-minute introduction video, sharing your favourite Groom Professional product.


Our panel of judges will review all the applications and create a shortlist to move on to Stage 2

Our Panel Judges!


Lindy Harper – Marketing Director at Christies Direct. Lindy has been Christies Direct marketing lead for over 9 years.  She is a diverse and exciting marketer with specialities in branding, project management, and campaigns within the Retail and B2B sectors.  Lindy is looking for character and personality – a Brand Ambassador who shines in all areas of content creation, and live performance.

Michael Shiels – Christies Direct Brand Ambassador 2020.  Michael has been grooming professionally for over 15 years and currently runs his own salon and training school. As well as numerous qualifications, Michael is also an award-winning groomer and well-respected judge. He is currently competing in New BBC One Show, Pooch Perfect.  Michael is looking for technical skills, creativity, and innovation.

Colin Christie – CEO of Christies Direct.  Colin has been a top player in the animal grooming industry for over 27 years.  He has not only grown his own company, but also developed and created some of the world’s best-selling pet grooming ranges which have helped his customers’ businesses worldwide to flourish. Colin is looking for someone with excellent product knowledge and a passion for Groom Professional.


If you are shortlisted – Congratulations! You are one step closer to an incredible year as our Brand Ambassador.  Content is key in promoting our products and sharing our message round the world, so we have created a follow up task to really draw out your skills and expertise. 

Shortlisted applicants must create and submit all of the following.


  1. A 20 minute unedited video showcasing grooming techniques
  2. A 500-750 word Blog post.
  3. A product recommendation video (no more than 10 minutes long)
  4. Instagram stories and grid post.  Content to be created that would be suitable for sharing on Instagram stories on and the grid. This can be images with text, video or a mix of both. Grid post must be accompanied with text.
  5. A Facebook post– Content to be created that could be suitable to share on Facebook.  This could be a short video or image and must be accompanied by text. (No more than 500 words)

Please note that all content must be sent to us and NOT SHARED on your own social media account. 

We want our Brand Ambassador to be able to talk about a range of different coat types so you must cover all the following coat types.  One coat type per piece of content.

  1. Wire Coat
  2. Doodle
  3. Double Coat
  4. Puppy
  5. Signature Groom – A breed or coat type of your choice.

For example you might choose to do the following

  1. A 20 minute grooming video on Wire Coat breeds
  2. A Blog post on Puppy grooming
  3. A Video recommending products for double coated breeds
  4. Instagram stories and grid post on a breed of your choice
  5. A Facebook post on doodle breeds

Stage one applications close on 22nd January 2021 - Click the banner below to apply now!


Terms and Conditions


Alternatively, click here to download an application form

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