Sales assistant and online brand ambassador

From shop floor to feed: our sales staff are also brand ambassadors
At Henri Willig, it's not just about top-quality cheese, but also about the people who enjoy being in our shops every day. Our sales staff are more than just colleagues on the shop floor: they are the face of our brand. Not only offline, but this can now also be done online. If you want to, of course.

As a salesperson, you can also step into the role of content creator and brand ambassador. Employees who are open to this are given the space and confidence to contribute to video content via TikTok, Instagram and Reels. In consultation with the store manager and in collaboration with the marketing department, of course. Think of product presentations and various shop actions, but also to share their work experience, put their colleagues in the spotlight and thus give a realistic, fun and recognisable picture of working at Henri Willig.

Buse: "I asked why we didn't do so much with TikTok - now I create content myself!"
A great example is Buse, who started as a sales assistant in one of our shops in Amsterdam. During her onboarding, she noticed that we weren't doing much with TikTok yet. With that observation, she stepped up to the marketing team. Since then, she regularly makes short videos with product presentations.

"I like telling stories. And this work is full of stories. Customers, colleagues, moments - you just have to capture it."

Buse has not only become a colleague helping customers, but also a face of our employer branding. And that fits perfectly with our philosophy: real people, real stories.

Employer branding from the inside out
Our core values - authenticity, passion, team spirit and room for growth - come together beautifully in this combination role. The colleagues who keep our shops running now also show on social media what Henri Willig really is. No stylised campaigns, but short stories from practice, with a smile, a question or just a mood picture.

Whether you show us how you start your working day, help a nice customer or take part in a team takeover on TikTok - you are part of our brand.

Find out more at
We are proud of the way our colleagues contribute to our brand story. Would you also like a look behind the scenes?
Follow us on TikTok and find out what it's like to work at Henri Willig - directly through the people who are already there.

And are you curious about this role as a sales assistant and content creator yourself? Then check out our vacancies and who knows, maybe you'll soon be in our shop - and on our feed.