The Role
Leads digital campaign activation, community management, influencer engagement, social listening, and emerging digital innovation initiatives. Coordinates agencies, budgets, timelines, stakeholder reviews, regulatory approvals, and cross-functional execution. Monitors consumer sentiment and engagement data, develops insights and reports, supports creator programs, and identifies new platforms, technologies, and engagement opportunities to improve marketing effectiveness and brand connection.
Summary Generated by Built In
At Avocados From Mexico®, we nurture hearts to live life deliciously. We are curious-minded and have a relentless passion for disruption that delivers results. Through strategic initiatives, we elevate consumer awareness, strengthen brand recognition, and inspire preference for Avocados From Mexico.
The Digital Engagement & Innovation Manager is responsible for bringing AFM's digital campaigns to life while building meaningful connections with consumers across digital channels. Reporting to the Associate Director of Digital Marketing, this role leads campaign activation, community engagement, influencer support, and digital innovation initiatives. Working closely with Brand, Social, Media, Analytics, and agency partners, this position helps ensure AFM remains relevant, responsive, and connected to consumers while continuously exploring new opportunities to strengthen engagement and marketing effectiveness.
Responsibilities
Digital Campaign Management & Activation
· Lead the execution of digital campaigns across key strategic pillars, working closely with internal teams and agency partners to deliver integrated consumer experiences.
· Develop campaign timelines, workflows, and activation plans to ensure projects are delivered on time and on strategy.
· Coordinate asset development, stakeholder reviews, and USDA approvals throughout the campaign process.
· Partner with Brand, Social, Media, and PR teams to ensure campaigns are aligned across channels and audiences.
· Support promotional programs, sweepstakes, contests, and other consumer-facing digital activations.
· Document campaign results, learnings, and recommendations to improve future performance.
Innovation & Emerging Digital Opportunities
· Identify emerging platforms, technologies, consumer trends, and digital behaviors that may create new opportunities for the brand.
· Monitor developments across social media, creator platforms, digital experiences, AI tools, and consumer engagement technologies.
· Partner with agency and internal teams to develop and test new ideas, platforms, and engagement approaches.
· Lead test-and-learn initiatives designed to evaluate future marketing opportunities and improve digital effectiveness.
· Share innovation updates, trend reports, and recommendations with stakeholders on a regular basis.
· Foster a culture of experimentation and continuous improvement across the digital team.
Community Management & Consumer Engagement
· Lead AFM's community management efforts across social and digital platforms, ensuring timely, authentic, and on-brand consumer interactions.
· Manage agency partners responsible for engagement and response management, establishing clear processes and performance expectations.
· Monitor consumer sentiment and identify opportunities to strengthen brand affinity and engagement.
· Support real-time engagement opportunities and culturally relevant conversations that align with brand objectives.
· Develop and maintain community engagement guidelines and best practices across digital channels.
· Partner with PR and Shopper teams when consumer conversations require escalation or cross-functional coordination.
Influencer & Creator Engagement
· Support influencer and creator programs by helping maximize engagement around creator-led content and campaign activations.
· Identify opportunities to encourage consumer participation and user-generated content.
· Help build relationships with highly engaged consumers, creators, and community advocates.
· Partner with the Digital & Social Strategy Manager to ensure creator programs drive meaningful engagement and brand impact.
Consumer Insights & Social Listening
· Monitor engagement, sentiment, and social listening data to identify consumer trends and opportunities.
· Translate audience feedback into actionable recommendations that improve content, campaigns, and consumer experiences.
· Partner with Analytics, Research, and agency teams to uncover engagement drivers and audience behaviors.
· Develop recurring reports that provide visibility into engagement performance, audience sentiment, and key learnings.
Agency, Budget & Stakeholder Management
· Serve as the primary day-to-day lead for engagement and digital agency partners.
· Manage agency scopes of work, project timelines, budgets, and deliverables across assigned initiatives.
· Monitor spending and forecast budgets to ensure resources are allocated efficiently and activities remain within approved plans.
· Conduct regular agency performance reviews and maintain accountability for quality, timelines, and business results.
· Build strong working relationships across internal teams and external partners to ensure seamless execution.
· Ensure all digital activations comply with brand standards, regulatory requirements, and organizatiotional processes.
Skills/Qualifications
· Strong understanding of digital marketing, community management, and consumer engagement.
· Experience managing integrated digital campaigns across multiple channels.
· Knowledge of social platforms, influencer marketing, and emerging digital trends.
· Ability to identify innovative opportunities and translate them into actionable programs.
· Experience with social listening, analytics, and audience insight tools.
· Strong project management and organizational skills.
· Proven ability to manage agencies, budgets, and multiple priorities simultaneously.
· Excellent written and verbal communication skills.
· Collaborative mindset with the ability to build strong cross-functional relationships.
· Bilingual (Spanish) preferred but not mandatory.
· Ability to travel up to 20%.
Education/Experience Requirements
· 5-8 years of experience in digital marketing, community management, social media, or integrated marketing.
· Experience working with agencies across social, digital, content, or engagement disciplines.
· Experience using social listening, engagement, and reporting tools.
· Experience supporting influencer or creator marketing programs.
· CPG or food & beverage experience preferred.
· Hispanic market marketing experience is a strong plus.
· Bachelor's degree required; Marketing, Advertising, Communications, or related field preferred.
Skills Required
- 5-8 years of experience in digital marketing, community management, social media, or integrated marketing
- Experience managing integrated digital campaigns across multiple channels
- Experience working with agencies across social, digital, content, or engagement disciplines
- Experience using social listening, engagement, and reporting tools
- Experience supporting influencer or creator marketing programs
- Strong understanding of digital marketing, community management, and consumer engagement
- Knowledge of social platforms, influencer marketing, and emerging digital trends
- Ability to identify innovative opportunities and translate them into actionable programs
- Strong project management and organizational skills
- Proven ability to manage agencies, budgets, and multiple priorities simultaneously
- Excellent written and verbal communication skills
- Collaborative mindset with ability to build strong cross-functional relationships
- Bachelor's degree
- Bilingual Spanish
- CPG or food and beverage experience
- Hispanic market marketing experience
- Marketing, Advertising, Communications, or related field
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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.
