Brand Development & Activation Director

Responsibilities

• Lead development of the long-term brand vision, positioning, and value proposition
• Define brand architecture, portfolio roles, and innovation guardrails
• Ensure consistency across messaging, visual identity, and storytelling
• Establish clear brand KPIs tied to awareness, equity, and preference
• Develop and execute annual integrated marketing plans aligned to growth priorities
• Oversee campaign development across digital, retail, foodservice, social, and experiential
• Ensure activation plans drive both brand equity and short-term sales impact
• Partner with Sales to translate brand strategy into retail and customer activation
• Lead development of a cohesive internal and external communications strategy aligned with brand positioning and business objectives
• Ensure consistent brand narrative across PR, media relations, digital platforms, trade communications, and executive messaging

Requirements

• Bachelor’s degree required; MBA or advanced degree preferred
• 8–12+ years of progressive brand leadership experience within CPG, food, or adjacent consumer industries
• Demonstrated success building and scaling brands with measurable gains in awareness, equity, and market share
• Proven experience developing integrated marketing strategies across paid, owned, and earned channels
• Strong background in corporate communications, public relations, and executive messaging
• Experience leading external agencies (creative, media, PR, digital) with high performance standards
• Strong financial acumen with demonstrated accountability for marketing investment and ROI
• Experience partnering cross-functionally with Sales, Innovation, Finance, and Executive Leadership
• Clear, differentiated brand positioning in the refrigerated food space
• Measurable increases in brand awareness and household penetration

Preferred

• MBA or advanced degree preferred
• Experience leading external agencies (creative, media, PR, digital) with high performance standards
• Strategic visionary with disciplined execution
• Deeply consumer-centric and insight-driven
• Commercially grounded and performance-focused
• Strong influencer capable of aligning diverse stakeholders
• High standards for creative excellence and brand stewardship
• A passion for rich, vibrant and the insanely crave-able world of good REAL food
• Has the ability to turn strangers into Familia
• Someone who would proudly and passionately celebrate the Hispanic culture through REAL food