The Role
Leads Avocados From Mexico’s media, analytics, audience, and measurement strategy across omnichannel paid channels. Oversees media planning, agency activation, optimization, audience segmentation, performance analytics, budget stewardship, governance, and executive reporting. Partners across Brand, Digital, Shopper, and Foodservice teams to drive growth and improve marketing ROI. Manages and develops two direct reports while advancing internal media capabilities, operational standards, attribution, and innovation.
Summary Generated by Built In
Job Description Summary
At Avocados From Mexico, we nurture hearts to live life deliciously. The Associate Director of Media and Analytics is a senior strategic leader responsible for elevating AFM’s media, analytics, and audience strategy to drive brand growth and demand for Mexican avocados. This role serves as AFM’s primary media authority, ensuring strategic continuity, operational excellence, and innovation across all paid channels.
The Associate Director strengthens AFM’s measurement discipline, unifies cross‑channel insights, and advances AFM’s evolution toward more sophisticated attribution, audience segmentation, and performance evaluation. This leader also enhances AFM’s internal media governance by establishing standards, documentation, and best practices that ensure consistency and reduce operational risk.
This position manages two direct reports, a Media Manager and an Associate Data and Analytics Manager, and is responsible for coaching, developing, and growing talent while supporting the Marketing team with an All For One mindset.
Main Responsibilities
Strategic Leadership & Media Vision
- Lead the long‑term media and data strategy for AFM, aligning media investments with brand, shopper, and business objectives through ongoing collaboration and continuous optimization.
- Serve as the senior strategic advisor on media, analytics, and audience planning for internal leadership and cross‑functional teams.
- Identify and champion growth opportunities, emerging platforms, and innovative approaches that strengthen AFM’s competitive advantage.
- Ensure media, data, and audience strategies are fully integrated into campaign development, creative planning, and go‑to‑market execution.
Media Planning, Activation & Optimization
- Oversee the development of holistic omnichannel media plans across TV and CTV, audio, digital, social, programmatic, branded content, SEO, retail media, and emerging channels.
- Guide agency partners through strategic planning, activation, trafficking, optimization, and measurement processes.
- Ensure media plans integrate seamlessly with brand, digital, shopper, and foodservice initiatives.
- Establish a unified optimization framework that aligns agencies and internal teams around shared KPIs and decision‑making criteria.
Data, Analytics & Audience Strategy
- Lead AFM’s audience strategy, including segmentation, third‑party data partnerships, and measurement frameworks that support personalization and long‑term brand health tracking.
- Develop analytics models, performance benchmarks, and insights that inform marketing decisions and improve ROI.
- Translate complex data into clear, actionable insights for senior leadership and cross‑functional teams.
- Oversee website analytics, performance measurement, and optimization strategies in partnership with Digital and IT teams to enhance site experience and strengthen conversion pathways.
Cross-Functional Collaboration
- Partner closely with Brand, Digital, Shopper, and Foodservice teams to ensure media and data strategies support integrated marketing efforts.
- Serve as the connective tissue between teams, ensuring media insights proactively inform creative development, content strategy, and retailer activation.
- Lead cross‑functional post‑mortems to capture learnings, codify best practices, and strengthen future campaign planning.
Team Leadership & Talent Development
- Manage and mentor a high‑performing team, fostering growth, accountability, and a culture of innovation.
- Provide coaching, clear direction, and development plans for direct reports.
- Strengthen AFM’s internal media and analytics capabilities to reduce dependency on external partners.
Budget Ownership & Operational Excellence
- Oversee the full media budget, including forecasting, PO management, reconciliation, and financial stewardship with ongoing monitoring and optimization.
- Ensure flawless execution of media schedules, asset delivery, timelines, and cross‑functional workflows.
- Implement standardized media operations processes covering trafficking, QA, reporting cadence, and asset governance.
Performance Reporting & Executive Communication
- Lead the creation of executive‑level presentations, case studies, and performance reports with a clear narrative and strategic point of view.
- Present insights, recommendations, and performance updates to senior leadership and cross‑functional partners.
- Translate analytics into simple frameworks that enable faster decision‑making across the organization.
Industry Expertise & Innovatio
- Stay ahead of emerging media trends, technologies, and measurement methodologies.
- Evaluate new tools, platforms, and partners to enhance AFM’s media and data capabilities.
- Additional responsibilities as needed.
Skills/Qualifications
- Proven experience leading large‑scale, complex media and analytics initiatives in a fast‑paced marketing environment.
- Expertise with syndicated research tools such as Nielsen and MRI, and strong financial acumen.
- Deep understanding of digital and traditional media channels, performance metrics, and optimization strategies.
- Strong command of audience targeting, data partnerships, and measurement frameworks.
- Demonstrated thought leadership in media strategy, analytics, and emerging technologies.
- Highly organized, detail‑oriented, and able to manage multiple priorities with urgency.
- Exceptional communication skills, with the ability to translate data into compelling stories and influence senior stakeholders.
- Creative, innovative thinker who inspires new approaches and continuous improvement.
- Positive, collaborative mindset with a commitment to team success.
- Bilingual in Spanish preferred but not required.
- Ability to travel up to 20 percent.
Education/ Experience Requirements
- Bachelor’s degree required; advanced degree preferred.
- Ten or more years of media planning, buying, and analytics experience, ideally within marketing‑driven organizations.
- Prior experience managing teams and developing talent.
- Expert knowledge of omnichannel media, audience strategy, and data‑driven marketing.
- Experience working within CPG, produce, retail, or foodservice environments preferred.
- Experience managing media budgets exceeding ten million dollars annually preferred.
Skills Required
- Bachelor's degree
- Ten or more years of media planning, buying, and analytics experience
- Experience leading large-scale, complex media and analytics initiatives
- Expertise with syndicated research tools such as Nielsen and MRI
- Strong financial acumen
- Deep understanding of digital and traditional media channels, performance metrics, and optimization strategies
- Strong command of audience targeting, data partnerships, and measurement frameworks
- Experience managing teams and developing talent
- Expert knowledge of omnichannel media, audience strategy, and data-driven marketing
- Advanced degree
- Bilingual Spanish proficiency
- Experience within CPG, produce, retail, or foodservice environments
- Experience managing media budgets exceeding ten million dollars annually
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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.
