Sr. Brand Manager

At Avocados From Mexico®, we nurture hearts to live life deliciously. The Senior Brand Manager is a high‑impact, strategic leadership role responsible for shaping, elevating, and protecting the AFM brand across all consumer touchpoints.

Reporting directly to the Director of Brand & Digital, this role serves as a critical driver of AFM’s integrated brand vision—bridging brand strategy, creative excellence, digital innovation, and culturally resonant storytelling. The Senior Brand Manager leads the development of breakthrough brand platforms, oversees world‑class agency partnerships, and drives the execution of integrated marketing programs across General and Hispanic markets.

This leader is a visionary strategist, a disciplined operator, and a collaborative partner who ensures AFM’s brand remains culturally relevant, distinctive, and performance‑driven.

Responsibilities:

Brand Strategy & Planning

· Lead the end-to-end brand strategy, including positioning, messaging, and long-term brand vision.

· Own the annual Brand Plan, ensuring it reflects consumer insights, cultural trends, and business priorities.

· Develop and manage the Brand Learning Plan, partnering with Research & Analytics to identify learning needs, design testing roadmaps, and translate insights into strategic action.

· Serve as the brand steward, ensuring consistency across all offline channels and creative expressions.

· Oversee delivery of world class creative and strategic solutions based on brand business goals.

Creative Leadership & Agency Management

· Lead the development of breakthrough creative platforms across TV, radio, OOH, experiential, and partnerships.

· Write inspiring, insight-driven creative briefs and guide agencies toward bold, high-craft creative and strategic work.

· Provide clear, strategic creative feedback that elevates ideas and ensures alignment with overall brand strategy.

· Manage multiple agencies (creative, experiential, production, partnerships) with a high bar for strategic thinking, craft, and accountability ensuring budget alignment and on time delivery.

Brand Campaign Development & Offline Execution

· Oversee the creation and execution of the annual Brand Campaign, ensuring integration across channels.

· Partner with Media and Digital teams to ensure creative and strategy align with channel plans and reach goals.

· Lead experiential programs and brand partnerships that drive cultural relevance and in-person engagement.

· Collaborate with PR on talent/celebrity integrations that elevate brand storytelling.

Production Excellence & Performance Optimization

· Own all aspects of offline production, including TV/video, radio, OOH, experiential activations, talent usage, food styling, logistics, and budget management with a strong sense of digital needs for asset distribution in other platforms.

· Ensure world-class production quality that reflects AFM’s brand identity and creative ambition.

· Lead concept testing, creative testing, brand tracking, and post-campaign measurement in partnership with Research & Analytics.

· Translate insights into actionable optimizations that improve creative effectiveness and brand performance on each execution.

Skills/Qualifications

· Strong strategic thinker with experience building and executing brand strategies and annual brand plans.

· Strong understanding of CPG dynamics, retail environments, and shopper behavior

· Experience managing full-funnel marketing (brand performance)

· Ability to translate data into business decisions, not just insights

· Skilled at evaluating creative work and giving clear, actionable feedback.

· Comfortable operating in ambiguity and fast-moving environments

· Proven ability to lead agencies and manage complex offline campaigns.

· Deep experience in TV, radio, OOH, experiential, and partnership production.

· Strong analytical skills with the ability to interpret research and apply insights.

· Excellent communicator with strong presentation and influencing skills.

· Highly organized, detail-oriented, and able to manage multiple projects at once.

· Strong collaborator who builds effective cross-functional relationships.

· Solid financial acumen with experience managing budgets and scopes.

· Completes training requirements as assigned.

· Ability to take on ad-hoc projects as assigned.

· Willingness to work additional hours as business demands may require.

· Bilingual (Spanish) preferred but not required.

· Able to travel up to 15%.

Education/Experience Requirements

· 7-10 years of experience in brand management, integrated marketing, or related fields; CPG experience strongly preferred.

· Proven experience leading offline brand campaigns across TV, radio, OOH, experiential, and partnerships bringing together digital partners.

· Strong background in creative development and production, including large-scale video and content shoots.

· Experience working with or within top-tier creative agencies.

· Bachelor’s degree required; MBA preferred.

· Experience using research, testing, and insights to guide brand strategy and creative decisions.

· Demonstrated ability to manage budgets, scopes, and complex production timelines.

· Super Bowl marketing programs and TV production experience is a plus.