Senior Brand & Hispanic Marketing Manager

At Avocados From Mexico®, we nurture hearts to live life deliciously. The Senior Brand & Hispanic Marketing Manager is an exciting and critical role on the Marketing team that supports the planning, development, and execution of all brand marketing projects and deliverables for both General and Hispanic Market efforts. These marketing efforts should drive consumer awareness, recognition and preference of the Avocados From Mexico® brand vs other avocado brands or origins for the ultimate goal of increasing overall value for the brand and product as well as driving consumption.
Reporting to the Director of Brand Marketing, the Senior Brand & Hispanic Marketing Manager will be an enthusiastic brand steward and collaborate with internal partners and manage external agencies to bring to life a cohesive and consistent brand communication strategy across multiple platforms and channels including offline (TV, Radio, OOH) and online media (social, OLV, display etc.). This role will manage the creative development and production process across brand programs and tentpole campaigns such as Super Bowl and Cinco de Mayo. Finally, this role will be the brand’s Hispanic lead, owning the Hispanic communication strategy and executing integrated campaigns to ensure our AFM brand culturally resonates with the Hispanic consumer.
This position requires a positive, energetic, and highly collaborative individual who possesses the ability to cultivate strong working relationships while supporting the executional plans that will enable the achievement of the brand goals. Responsibilities Brand Building & Strategy

• Contribute to the development of the annual brand marketing plan including researching trends, identifying consumer insights, and exploring innovative marketing ideas that will drive future brand growth
• Organize and enforce the brand communication strategy in partnership with the Director of Brand Marketing and creative agency
• Partner closely with the creative team to bring the strategy to life through quality creative that drives branding and performance
• Act as the brand steward by maintaining the brand book and owning the brand asset management system
• Develop inspiring creative and media briefs for online and offline campaigns that deliver on the business objectives
• Lead the development of creative assets for pre-testing to drive brand performance
• Manage brand partnerships with influencers, vendors, other brands, and partner with PR on celebrity/talent sponsorships.
• Support the Director of Brand Marketing on developing strategic POVs, creative testing, and tentpole program strategies.

Hispanic Lead & Champion

• Build an insight-driven holistic Hispanic communication strategy, partnering closely with the Director of Brand Marketing and the agency brand strategist
• Lead the briefing, creative development, and execution of the Hispanic Market offline and online campaigns
• Develop innovative 360° brand activations to connect to the Hispanic consumer in a meaningful way
• Participate in the Hispanic Committee and ensure all other departments are properly executing the Hispanic strategy

Campaign & Program Management

• Support the Director of Brand Marketing on developing integrated campaigns and programs that drive brand awareness and brand preference across our key strategic pillars: Brand, Core Uses, Hispanic, and Tentpoles (Super Bowl, Cinco de Mayo)
• Lead and champion experiential brand programs to drive in-person brand engagement with our consumers
• Maintain project timelines and work closely with the creative and media teams to launch campaign deliverables on time
• Own all aspects of the video production process including animatics, pre-and-post-production, logistics, budget management, product sourcing, talent usage, food styling and trafficking.
• Monitor brand campaign performance and track KPIs accordingly. Provide recommendations to the media and data analytics team to optimize campaigns as necessary.
• Manage creative asset feedback for campaign development and secure alignment on key stakeholder approvals (including senior leadership and USDA)
• Lead contract development and budget management and work closely with vendors and agencies on billing and scope of work management.

Skills/Qualifications

• Strategic thinker with exceptional critical thinking skills
• Self-starter who works independently and is highly self-motivated; goal and results oriented
• Excellent communication and presentation skills
• Strong influence skills to articulate the brand POV and gain alignment across the organization
• Performance-driven with a passion for driving impact and results
• Exceptional project management skills with the ability to manage multiple projects and timelines
• Well-organized and detail oriented
• Strong budget management skills
• Ability to manage multiple agencies and stakeholders. Cross-functional collaborator that forms strong working relationships within an internal and external team.
• Thrives in a fast-paced environment while being adaptable, resilient, and resourceful.
• Energetic, innovative, creative, and flexible.
• Growth mindset and ongoing learner; exhibits insatiable curiosity and an interest in self-improvement.
• Creative thinker that can articulate constructive creative feedback
• Analytical skills and experience in analyzing research or data to draw insights
• Strong computer skills required, including PowerPoint and Excel.
• Excellent in managing goals with long term priorities for the business
• Must be able to travel up to 20%.
• Bilingual in Spanish required

Education/Experience Requirements

• 7-10 years of experience working in top-tier ad agencies and/or client-side brands.
• Bachelor’s degree required. Major in Marketing or Advertising is a plus.
• Preferred: Prior Marketing experience within a recognized CPG brand.