The Role
Leads the company’s digital growth agenda across consumer engagement, content, technology, innovation, performance marketing, and analytics. Develops integrated digital strategies, manages agencies and technology partners, oversees budgets and measurement frameworks, pilots emerging capabilities, and builds scalable marketing programs. Leads and develops a high-performing digital marketing team while aligning cross-functional stakeholders and driving measurable business growth.
Summary Generated by Built In
Job Description Summary
At Avocados From Mexico®, we nurture hearts to live life deliciously. The Associate Director, Digital Marketing is responsible for defining and leading AFM’s digital growth agenda across consumer engagement, content, technology, and innovation. This role develops and executes integrated digital strategies that strengthen brand equity, deepen consumer relationships, and drive measurable business results across owned, earned, paid, and retail digital channels.
Reporting to the Senior Director, Marketing & Innovation, the Associate Director serves as a strategic leader responsible for identifying emerging opportunities, piloting new capabilities, and transforming insights into scalable marketing programs. This individual will also build, develop, and inspire a high-performing team while fostering a culture of accountability, collaboration, innovation, and continuous improvement.
Responsibilities
Digital Strategy & Growth
· Develop and execute AFM's digital marketing strategy in alignment with business and brand objectives.
· Identify opportunities to strengthen consumer engagement and conversion across digital channels.
· Leverage consumer insights, marketplace trends, and performance data to inform strategic recommendations and investment decisions.
· Partner with Brand, Shopper Marketing, Media, and PR teams to align digital initiatives with business priorities.
Digital Innovation & Transformation
· Champion innovation by identifying emerging technologies, platforms, consumer behaviors, and engagement opportunities.
· Evaluate and pilot new digital capabilities, AI-enabled solutions, marketing technologies, and strategic partnerships.
· Develop and lead test-and-learn initiatives that translate emerging opportunities into scalable programs that drive growth and competitive advantage.
· Serve as a thought leader on digital, consumer, and technology trends across the organization.
Consumer Engagement & Content
· Lead the development and execution of consumer-focused digital campaigns, content strategies, and digital experiences across key channels.
· Ensure content and consumer experiences are aligned with brand positioning, business objectives,
and channel best practices.
· Collaborate with internal and external partners to deliver engaging, high-performing content and customer experiences.
Performance Marketing & Analytics
· Establish KPIs, measurement frameworks, and reporting processes to evaluate digital marketing effectiveness and business impact.
· Analyze campaign and channel performance, providing actionable recommendations to optimize investment, engagement, and optimization.
· Leverage analytics, consumer insights, and marketing technology to improve decision-making and overall marketing effectiveness.
Agency & Partner Leadership
· Lead the strategic direction of agency, platform, and technology partners to ensure alignment with business objectives, brand standards, and growth priorities.
· Manage agency scopes, budgets, performance expectations, and key deliverables.
· Identify and cultivate strategic partnerships that enhance marketing capabilities and accelerate business results.
Team Leadership & Capability Building
· Lead, coach, and develop a high-performing digital marketing team, fostering a culture of accountability, collaboration, innovation, and continuous learning.
· Establish clear goals, priorities, and development plans while empowering team members to take ownership and deliver results.
· Build organizational digital capabilities through mentorship, knowledge sharing, and adoption of best practices.
Budget & Resource Management
· Develop and manage digital marketing budgets, ensuring effective allocation of resources against business priorities.
· Evaluate program effectiveness to optimize investments and maximize impact.
· Support annual planning, forecasting, and resource allocation processes while ensuring initiatives are delivered within approved budgets and timelines.
Skills/Qualifications
· Proven ability to build, coach, and lead high-performing teams.
· Strong innovation mindset with experience identifying and scaling new marketing capabilities, technologies, or consumer engagement opportunities.
· Deep understanding of digital marketing, performance marketing, content strategy, CRM, consumer journey optimization, and emerging technologies.
· Strong strategic thinking, business acumen, and problem-solving capabilities.
· Ability to leverage consumer insights, analytics, and data to drive decision-making and business growth.
· Excellent communication, presentation, and stakeholder management skills.
· Demonstrated ability to influence senior leaders and drive alignment across complex organizations.
· Strong financial and budget management skills.
· Results-oriented leader with a high degree of ownership, adaptability, and accountability.
· Bilingual (Spanish) preferred but not required.
· Ability to travel up to 30%.
Education/ Experience Requirements
· Bachelor’s degree in Marketing, Business, Communications, or a related field required; MBA preferred.
· 10+ years of marketing experience, including at least 8 years in digital marketing, integrated marketing, e-commerce, consumer engagement, or related disciplines.
· Experience developing and leading integrated digital marketing strategies and campaigns.
· Experience managing agency ecosystems, technology partners, and cross-functional teams.
· Experience leading and developing high-performing teams.
· Experience within CPG, food & beverage, produce, retail, or consumer-focused industries preferred.
Skills Required
- Bachelor's degree in Marketing, Business, Communications, or a related field
- 10+ years of marketing experience
- At least 8 years of experience in digital marketing, integrated marketing, e-commerce, consumer engagement, or related disciplines
- Experience developing and leading integrated digital marketing strategies and campaigns
- Experience managing agency ecosystems, technology partners, and cross-functional teams
- Experience leading and developing high-performing teams
- Ability to build, coach, and lead high-performing teams
- Experience identifying and scaling new marketing capabilities, technologies, or consumer engagement opportunities
- Deep understanding of digital marketing, performance marketing, content strategy, CRM, consumer journey optimization, and emerging technologies
- Strong strategic thinking, business acumen, and problem-solving capabilities
- Ability to use consumer insights, analytics, and data to drive decisions and business growth
- Excellent communication, presentation, and stakeholder management skills
- Ability to influence senior leaders and drive alignment across complex organizations
- Strong financial and budget management skills
- Results-oriented leadership with ownership, adaptability, and accountability
- MBA
- Experience within CPG, food and beverage, produce, retail, or consumer-focused industries
- Bilingual Spanish
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The Company
What We Do
Created in 2013, the objective of this non-profit marketing organization is to promote the product of its two founding avocado organizations: MHAIA (Mexican Hass Avocado Importers Association), which represents hundreds of importers and distributors in the United States and APEAM (Association of Avocado Exporting Producers and Packers of Mexico) that represents more than 28,000 small avocado growers and 62 packers. For the first time in history, two international organizations came together and under the Hass Avocado Promotion Research and Information Order with oversight by the United States Department of Agriculture (USDA), created a unique company charged with the dual responsibility of promoting a brand for Mexican avocados and expanding the demand of the precious fruit throughout the U.S.
