Increase overall OND consumption by 1% as measured by Circana (unit lift - weeks 13-25).

Sell in a total of 41.5K EQ bins for the entire OND season (excludes SGK). Meet minimum EQ individual share of 23% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Deploy national volume contest in December in at least 8 accounts. Achieve a 15% volume/unit lift for all participating accounts. Targeting participation from 30 accounts. Score will be based 50% on achieving unit lift, 25% on achieving individual accounts contribution and 25% on achieving participation of 30 accounts.

Reach a combined account specific redemption rate of 20% for all retail specific loyalty offers during September.

Sell in national coupon bags (OND, BIG Game, Cinco)  with a total of 8MM bags 

Deploy a coupon plan focused on 50% targeted and 50% non targeted approach

Reach a combined account specific redemption rate (shopper SPAS and/or trade) of 18% by end of year.

Develop a May 2025  - August 2025 market and retail specific summer plan and approach by February 2025 and implement by May 2025.. 

Develop and sell in a Lent and/or a H&W themed shopper marketing program to the top 10 Hispanic accounts. Target a combined 10% unit lift in the accounts that at measured by Nielsen.

Provide an assessment of the Hispanic retail and shopper landscape and a recommendation that will drive volume outside of the tentpole events

Sell-in our national thematic bag programs to one  of our top 10 Hispanic retail account for each of the following programs:  SGK, OND, Big Game, AHA and Cinco.

Collaborate with Shopper and Sell-in our an LA Galaxy shopper program to one Tier-2 Hispanic account in the LA market.

Deploy turnkey kits in a minimum of 2 Tier 1 and/or Tier 2 retail accounts 

Sell in AFM End Cap Solution in one Tier 1-2 account. Achieve a unit volume lift of +10% vs previous year. 70% of score will be based on the sell in and 30% on achieving the volume unit lift.

Develop a national Big Game seasonal program to reinforce guac occasion with a sell in of 115K EQ bins. Meet minimum EQ individual share of 24% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Deploy national volume contest in March in at least 8 accounts. Achieve a 15% volume/unit lift for participating accounts. Targeting participation from 30 accounts. Score will be based 50% on achieving unit lift, 25% on achieving individual accounts contribution and 25% on achieving participation of 30 accounts.

Develop a national Cinco seasonal program wtith a national partner to reinforce guac occasion with a sell in of 54K EQ bins. Meet minimum EQ individual share of 17% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Develop a national Susan G Komen program to reinforce the company wide cause related partnership with a sell in of 43k EQ bins. Meet minimum EQ individual share of 16% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.

Collect photographic evidence of SGK, OND, SB, and Cinco and provide a photo presentation for each tentpole.

Collaborate with R&A and provide all post analytic/post mortem in support of all national and account specific programming within 6 weeks of program end date.

Achieve greater than a 12% recognition score for in-store ads in the CMT by June 2025.

Maintain an 80% working dollar spend in our overall Shoppper/Trade & Foodservice budget 

In collaboration with AFM research & analytics and trade team develop and present 26 category reviews for Tier 1-2 accounts. Individual contribution of 4 category reviews. 75% of score will be based on individual contribution and 25% on achieving 26 in total as a team.

Activate a digital coupon offer during in October for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift target for targeted week/s. Provide a final recap that includes absolute or percentage volume results compared to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate an incentive volume contest in October for bulk and/or bags. Prior to program lunch regional director must provide a projected unit or volume lift target for targeted week/s. Provide a recap that includes absolute or percentage volume results compare to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate a loyalty program during in October for bulk and/or bags. Prior to program launch regional director must provie a projected unit or volume lift for targeted week/s. Provide a final recap that includes absolute or percentage volume results compare to previous years. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate an incentive volume contest in October for bulk and/or bags. Prior to program launch regional director must provie a projected unit or volume lift for targeted week/s. Provide a final recap that includes absolute or percentage volume results compare to previous years. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate an incentive volume contest in October for bulk and/or bags. Prior to program launch regional director must provie a projected unit or volume lift for targeted week/s. Provide a final recap that includes absolute or percentage volume results compare to previous years. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate an incentive volume contest in October for bulk and/or bags. Prior to program launch regional director must provie a projected unit or volume lift for targeted week/s. Provide a final recap that includes absolute or percentage volume results compare to previous years. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate a loyalty program during in December for bulk and/or bags. Prior to program launch regional director must provie a projected unit or volume lift for targeted week/s. Provide a final recap that includes absolute or percentage volume results compare to previous years. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate an incentive volume contest during Big Game (Jan or Feb) for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted week/s. Provide a final recap that includes absolute or percentage volume results compare to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Activate an incentive volume contest during Big Game (Jan or Feb) for bulk and/or bags. Prior to program launch regional director must provide a projected unit or volume lift for targeted week/s. Provide a final recap that includes absolute or percentage volume results compare to previous year. To achieve full credit, account must meet the lift projection. 50% of score will be based on meeting the proposed timeline and 50% score will be based on meeting the lift.

Increase participation in AFM shopper programs from 2 to 3 activations from all our seasonal programs for FY25; SGK, OND, Big Game, AHA, Cinco.

Develop and deploy a custom portable solutions in one Tier-1 or Tier 2 account.

In partnership with Alejandro develop an innovative merchandising solution for bulk or/and bag. Test in at least one Tier-2 store

Develop a portable merchandising plan and achieve a sell-in of 63k EQ equivalized portables in addition to our seasonal bin displays. Meet minimum EQ individual share of 18% from total. 70% of score will be based on meeting total EQ goal and 30% will be based on meeting individual EQ share.