Own and guide AFM's external storytelling and crisis readiness, shaping integrated comms across campaigns, stakeholders, and media to drive measurable business impact while coordinating with AFM leadership, agencies, and parent organizations.

Strategic narrative and media positioning to reinforce AFM as category leader.
Cross-functional campaign leadership with agency oversight and budget governance.
Executive visibility and sustainability storytelling tied to business outcomes.

Job Description

Responsibilities

Serve as second-in-command to the Senior Director, stepping in to lead initiatives, cross-functional planning sessions, and agency and partners management.
Provide high-level strategic recommendations that elevate conversations beyond execution into measurable business impact.
Shape integrated communications plans and strategies that align brand storytelling with corporate reputation and sustainability priorities.
Contribute to planning and crisis response in coordination with AFM leadership and parent organizations (APEAM and MHAIA).
Lead integrated communications strategy for high visibility tentpole campaigns (e.g., Super Bowl).
Ensure campaigns deliver measurable earned impact and align with broader business objectives and company strategy.
Oversee agency partners with strong strategic direction and accountability.
Drive story mining, narrative framing, and proactive media positioning that reinforces AFM’s category leadership and innovation.
Serve as communications subject matter expert for cross-functional campaigns, coordinating between different departments within the organization.
Provide counsel on new media formats including influencer and editorial integration and support celebrity talent vetting.
Support corporate communications initiatives including executive visibility, thought leadership, sustainability storytelling, and industry and media relations.
Contribute to reputation management and high-sensitivity communications when needed.
Support alignment of messaging internally and across industry stakeholders and engage confidently with parent organizations and industry stakeholders.
Reinforce AFM’s innovation narrative and cultural leadership positioning.
Compile, monitor and analyze PR performance and provide detailed reporting demonstrating progress toward goals.
Develop executive-level dashboards and reports that clearly connect PR performance to business outcomes.
Present strategic value of communications earned media and cultural impact with data-backed insights.
Effectively manage budgets and project timelines.

Requirements

Bachelor's Degree required (in related field preferred: Communications/PR, Marketing, Journalism, etc.).
8–12+ years of experience in public relations, corporate communications, or integrated marketing communications.
Significant experience at/with a top-tier PR agency (e.g., Weber Shandwick, Edelman, Ketchum, Porter Novelli, etc.).
Proven experience leading large-scale, high-visibility consumer campaigns with measurable earned impact.
Demonstrated ability to connect communications performance to business results.
Experience managing multiple agencies and integrated workstreams.
Potential travel estimated at 20%.

Preferred

Super Bowl or equivalent campaign exposure strongly preferred
CPG or food/beverage experience strongly preferred
Bilingual (English/Spanish) preferred but not required
Willingness to work additional hours as business demands may require.

Avocados From Mexico

Avocados From Mexico (AFM) is the number one selling brand of avocados in the U.S. and the nonprofit marketing organization that manages it, here to show the world exactly how amazing avocados from Mexico are. We stand for something #alwaysgood — good taste, good times and good health. Thanks to this trifecta of benefits, AFM is the #1 leading avocado brand in the United States. Currently, more than 8 in 10 avocados in the U.S. come from Mexico!Founded by the Mexican Hass Avocado Importers Association (MHAIA) and the Association of Avocado Exporting Producers & Packers of Mexico (APEAM), Avocados From Mexico was created with the dual responsibility of promoting a brand for Mexican avocados and growing demand in the U.S. To us, it’s the best job in the world.

Founded in 2013

Irving, Texas, USA

74 employees (17 in marketing)

avocadosfrommexico.com

Traffic Signals

Monthly Visitors

123.2K

Monthly Google Ads Budget

$14.2K

Traffic Source Mix

60.4%

Direct

28.4%

Referral

7.1%

Social

2.4%

Paid

1.5%

Headcount Trend

Current headcount: ~74

Marketing Team

Marketing Team Size

16 (22% of company)

Recent News

Avocados From Mexico partners with American Diabetes Association

Nov 14, 2025 • bluebookservices.com

Avocados From Mexico® and Bomba Estéreo Drop Fresh Take on Beloved Latin Classic, 'La Bilirrubina,' to Champion Hispanic Health

Nov 13, 2025 • PR Newswire

Avocados From Mexico partners with American Diabetes Association

Nov 13, 2025 • The Produce News

Responsibilities

Serve as second-in-command to the Senior Director, stepping in to lead initiatives, cross-functional planning sessions, and agency and partners management.
Provide high-level strategic recommendations that elevate conversations beyond execution into measurable business impact.
Shape integrated communications plans and strategies that align brand storytelling with corporate reputation and sustainability priorities.
Contribute to planning and crisis response in coordination with AFM leadership and parent organizations (APEAM and MHAIA).
Lead integrated communications strategy for high visibility tentpole campaigns (e.g., Super Bowl).
Ensure campaigns deliver measurable earned impact and align with broader business objectives and company strategy.
Oversee agency partners with strong strategic direction and accountability.
Drive story mining, narrative framing, and proactive media positioning that reinforces AFM’s category leadership and innovation.
Serve as communications subject matter expert for cross-functional campaigns, coordinating between different departments within the organization.
Provide counsel on new media formats including influencer and editorial integration and support celebrity talent vetting.
Support corporate communications initiatives including executive visibility, thought leadership, sustainability storytelling, and industry and media relations.
Contribute to reputation management and high-sensitivity communications when needed.
Support alignment of messaging internally and across industry stakeholders and engage confidently with parent organizations and industry stakeholders.
Reinforce AFM’s innovation narrative and cultural leadership positioning.
Compile, monitor and analyze PR performance and provide detailed reporting demonstrating progress toward goals.
Develop executive-level dashboards and reports that clearly connect PR performance to business outcomes.
Present strategic value of communications earned media and cultural impact with data-backed insights.
Effectively manage budgets and project timelines.

Requirements

Bachelor's Degree required (in related field preferred: Communications/PR, Marketing, Journalism, etc.).
8–12+ years of experience in public relations, corporate communications, or integrated marketing communications.
Significant experience at/with a top-tier PR agency (e.g., Weber Shandwick, Edelman, Ketchum, Porter Novelli, etc.).
Proven experience leading large-scale, high-visibility consumer campaigns with measurable earned impact.
Demonstrated ability to connect communications performance to business results.
Experience managing multiple agencies and integrated workstreams.
Potential travel estimated at 20%.

Preferred

Super Bowl or equivalent campaign exposure strongly preferred
CPG or food/beverage experience strongly preferred
Bilingual (English/Spanish) preferred but not required
Willingness to work additional hours as business demands may require.