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The Hammersmith BID ASB Ambassador Team plays a key role in supporting businesses, visitors, and local partners to ensure the city centre remains safe, welcoming, and vibrant. Our Ambassadors provide a visible, friendly presence—acting as the eyes, ears, and voice of the BID—helping to prevent anti-social behaviour, support vulnerable people, and strengthen relationships between the BID, local businesses, and the community.
Job Responsibility:
Maintain a high-visibility, professional presence across the BID area
Engage daily with BID levy payers, offering support and advice
Record accurate business contact details using the Vicinity CRM system
Identify local issues and report them through DISC or the ASEL Security Operations Centre (SOC)
Assist visitors with directions, city information, and reassurance
Promote civic pride and positive behaviour through communication and visibility
Conduct dynamic patrols across the BID area, reporting public-realm or safety issues
Respond to business calls for support using calm, non-confrontational methods
Deter anti-social behaviour through engagement and early intervention
Use communication and de-escalation techniques to safely manage situations
Encourage responsible conduct and direct vulnerable individuals to partner services
Report ASB promptly via DISC and Vicinity CRM
Work closely with London Police, Hammersmith Council, Street Pastors, and outreach partners
Build strong, trusted relationships with BID levy payers
Conduct regular visits and check-ins with businesses to understand their needs
Encourage engagement in DISC, BID communications, and radio networks
Support community campaigns such as Safer Business Action Days
Submit accurate incident and engagement reports through Guarded on Duty, DISC, or Vicinity CRM
Share intelligence responsibly in line with data-protection policies
Participate in team briefings to stay updated on trends and priorities
Contribute to risk assessments and operational improvements
Demonstrate ASEL’s core values: People-First, Passionate, and Fearless
Maintain a professional appearance in the approved Ambassador uniform
Operate Body Worn Video cameras per ASEL policy for transparency and safety
Remain alert and conduct dynamic risk assessments during duty
Provide First Aid when required (training provided)
Work closely with the ASEL Security Operations Centre and Hammersmith BID management team
Build positive relationships with BID businesses, London Police, the City Council, outreach organisations, and local partners
Represent the BID with professionalism and credibility, fostering collaboration across the city centre
Requirements:
Valid SIA Security Licence (Door Supervisor or Security Guarding)
Excellent communication and interpersonal skills
Proven experience in customer service, hospitality, or community engagement
Confident in resolving conflict through communication
IT literate and comfortable using mobile reporting systems (DISC, Vicinity, etc.)
Smart, approachable, and professional presentation
Nice to have:
Experience in community safety, BID operations, or local authority work
First Aid qualification
Mental Health First Aid or trauma-informed awareness
Familiarity with safeguarding principles and partnership working
What we offer:
Perkbox – rewards and discounts platform
Apprenticeship opportunities
Employee of the Month scheme (£50 reward)
110% Club recognition for outstanding performers with major prizes
WageStream – access earned wages before payday
Employee Assistance Programme (EAP) for confidential support