Lead Campaign Creative Concept and development and submit to Neurons for pre-testing and trafic assets 2 weeks before each campaign flight.

Activate the You Got Jingled IRL event in at least 1 location, creating a recap video highlighting the experiece that delivers XX Video Views, extending the content digitally by May 2026, and create the roll-out strategy to continue to leverage in FY27.

Deliver XM Video Views that carry brand GM message in Single the Jingle and Bring the Good Campaigns.

Deliver XM Paid Digital Impressions that carry brand GM message in Single the Jingle and Bring the Good Campaigns.

Increase AFM unaided brand awareness among non-Hispanics from 28.6% to 31.8%. (source: CMT)

Increase AFM brand preference among non-Hispanics from 47.2% to 49.1%. (source: CMT)

Maintain GM TV Campaign net recognition at 28.3% and maintain net brand linkage at 56.7% among non-Hispanics ages 25-54. Weight 50% each metric. (source: CMT)

Increase Digital Brand GM Campaign net recognition from 22.7% to 23.2% and maintain correct net brand linkage at 54.7% among non-Hispanics ages 25-54. Weight 50% each metric. (source: CMT)

Work on the Planning and Production of 1-2 new TV spots (depending on SB ad plan) that will replace Benched and Water Main by end of FY and score: Kantar above for 85 STSL and 75 for Power. Weight 50% each.

Deliver 160.89MM GM Offline (Linear + OTT) Impressions & 85.71MM in Audio for the Brand GM Campaign. Weight 50% each metric.

Colaborate with Digital Team and Gisela on Campaign Creative Concept and development and submit to Neurons for pre-testing by Nov. 19

Deliver XM Paid Digital Impressions & X Landing Page Views for the Digital SB Campaign around Guac Guru. Weight each 50%.

Deliver XXM Video Views with Guac Guru.

Deliver wrap report with media and analytics teams 5 weeks after end of campaign (March 18, 2026)

Leverage existing Hispanic campaign for BiCulturals to refresh messaging to be around Diabetes vs. Hearth Health by September 2025.

Lead Campaign Creative Concept and development and submit to Neurons for pre-testing and Launch week of Sep 15

Work with digital HM agency to deliver a first-ever ADA pledge that sets up AFM to become the champions of Hispanic health in the US.

Increase AFM unaided brand awareness among Hispanics from 39.6% to 42.3%. (source: CMT)

Maintain AFM brand preference among Hispanics at 63.3%. (source: CMT)

Maintain Digital Brand HM Campaign net recognition at 23.2% and achieve 54.1% correct net brand linkage among Hispanics ages 25-49. Weight 50% each. (source: CMT)

Continue to leverage revamped version of current Hispanic campaign for BiCulturals that delivers on a Heritage and Health message and delivers 74.2MM Paid Digital Impressions (25% weight) and 112.7MM Video Views (75% weight)

Deliver wrap report with media and analytics teams 5 weeks after end of campaign (July 6, 2026)

Colaborate with Digital Team and Gisela on Campaign Creative Concept and development and submit to Neurons for pre-testing by Sept 10

Launch SGK digital campaign that delivers on a Screening and Prevention messaging and delivers 88.7MM Impressions.

Deliver initial wrap report 5 weeks after end of campaign (5th Dec 5, 2025)

Lead ADA Partnership negotiations and manage approvals for HM Campaign, HM Pledge and GM H&W Campaign before Dec 17th.

Colaborate with Digital Team and Gisela on Campaign Creative Concept and development and submit to Neurons for pre-testing by Dec 17

Launch ADA H&W campaign that delivers on the AFM GM H&W message of Good Fats and Zero Sugar and delivers XMM Paid Digital Impressions (60% weight) and XK LPV (40% weight).

Deliver initial wrap report 5 weeks after end of campaign (May 5, 2026)

Increase good fats unaided awareness among non-Hispanics from 62.5% to 62.9%. (source: CMT)

Increase good fats unaided awareness among Hispanics from 57.3% to 58.4%. (source: CMT)

Lead 3 company-wide Commitees before the end of the Fiscal Year

Colaborate with Digital Team and Gisela on Campaign Creative Concept and development and submit to Neurons for pre-testing by Sep. 22

versee the development and execution of the Avosquad onsite activation on by Nov 15 .

Partner with Shopper team to launch 360 Win Your Watch Party campaign on CFP/Always a Good Play messaging and that delivers 151.7MM Paid Digital Impressions (50% weight) and 14.1MM Video Views (50% weight) during OND timeframe.

Deliver 52.88MM offline Impressions with ESPN & UGA partnerships during OND

Build on AvoSquad (previously called AvoFans) IRL experience for the second year during OND and deliver 10.7MM Impressions & 1.5MM Video Views (50% Weight each).

Continue to leverage partnership with College Football to drive increase from 24.7% to 25.2% in AFM association with College Football (CFB) at the end of Jan 2026.

Deliver initial digital wrap report 5 weeks after end of campaign (Feb 18, 2026)

Colaborate with Digital Team and Gisela on Campaign Creative Concept and development and submit to Neurons for pre-testing by Sep. 11

Deliver 480K LPV to the Education landing page.

Continue to leverage our Education Always Good To Know Gameshow digital campaign to complement our base campaign and deliver 16.5MM Video Views.

Deliver wrap report 5 weeks after end of campaign (May 5, 2026)

Increase knowledge score among non-Hispanics from 3.08 to 3.11 by end of FY. (source: CMT)

Increase Hispanic Education knowledge score from 3.47 to 3.49 by end of FY. (source: CMT)

Execute first-ever Awards Season concept in partnership with Havas and VML by January 2026.

Deliver XX Impressions during campaign.

Deliver XX Digital Impressions during campaign.

Lead overall media strategy development for FY27 planning by March 31

Deliver paid digital wrap report 5 weeks after end of campaign (April 22, 2026)

Lead the implementation of the new AFM measurement Framework and present monthly updates starting in September

Colaborate with Digital Team and Gisela on Campaign Creative Concept and development and submit to Neurons for pre-testing by Apr. 13

Deliver wrap report 5 weeks after end of campaign (May 5, 2026)

Deliver XM Paid Digital Impressions with Cinco Digital Campaign and attain XM Video Views with the Cinco de Mayo Messaging. Measure objective 40% Paid Impressions and 60% Video Views.

Increase AFM's Unaided Brand Association from 1.5% to 1.8%. (source: Cinco Day-After Study).

Lead the RFP for a new Creative AOR resulting in awarding new agency by January 2026.

Partner with new Creative AOR to update Comms Grid logo lock-ups/visuals and gain alignment by Senior Leadership by January 2026.

Lead overall Brand Strategy development for FY27 planning by May 5th

Conduct a lifetsyle shoot in partnership with new Creative AOR to create a library of assets for future use, by end of Fiscal Year 26.

Increase Brand Equity score from 55.7 to 56.6 for GM and 55.5 to 56.1 for HM. Weight each 50%.

Partner with new Creative AOR to Finalize Brand Book to include new Brand Diamond and new lifestyle photography by end of Fiscal 2026.