In an employee advocacy platform, a brand admin (often referred to as an Administrator or Program Manager) is the highest-level user responsible for managing the overall platform, strategy, content, and user permissions.

• Content Management: Creates, curates, and approves posts, articles, and media that employees can share to their personal social networks
• User & Roles Management: Adds or removes users, assigns role permissions (e.g., assigning regional admins, contributors, or general advocates), and organizes employees into specific teams, departments, or locations
• Platform Configuration: Sets up integrations (such as CRM systems, social networks, or single sign-on/SSO), configures branding assets, and establishes compliance and governance rules
• Analytics & Reporting: Monitors key performance indicators (KPIs) such as reach, engagement, top shared content, organic clicks, and leaderboards to measure return on investment (ROI)
• Gamification & Rewards: Oversees point systems, badges, and reward programs designed to incentivize consistent employee participation