Test distinctive AFM assets to determine consumer awareness.

Develop and analyze survey for deep dive into African American market and HBCUs. (50%)

Develop and analyze survey for deep dive into Millennial & Gen Z avocado behaviors, including Toast.  Following Demand Landscape results. (50%)

Develop and analyze survey for deep dive into cause marketing association with AFM and future fit.

Conduct audits of retailer compliance with Susan G Komen, Super Bowl and Cinco merchandising programs.

Deliver 4 reports for CMT (post-SGK, post-OND, post-Super Bowl, post-Cinco) and maintain dashboard updates.  Integrate presentation into Tentpole Wrap meetings.

Conduct 60 FS concept tests with Datassential.  Partner with FS team to prioritize tests with operators to further develop client receptivity to menuing fresh avocado.  

Execute Operator A&U Spring FY26 study with Datassential.

Complete Menu KPI Reviews (2x year)

Conduct concept testing for new GM ads using Kantar.

Conduct pre-testing research for advertising campaigns, new packaging and merchandising creative with Neurons to provide optimization opportunities prior to launch.

Develop and present annual market insights report as kick-off for AFM planning sessions.  Presentation should ground all teams and strategic partners in category performance across businesses and overall market trends, and serve as basis for opportunity assessments.  Involve agency partners to present areas of expertise, including media, shopper, consumer insights.  Will include full presentation of Demand Landscape project.

Lead Insights COE capturing input from department leaders in two major sessions during the fiscal year.  September for input and needs on Planning Kickoff and post-Phase I for potential project ideas for the upcoming fiscal year.

Conduct research using Quantilope for "Day-After" study series - 4th of July, NYE, NYD, Super Bowl and Cinco.

Work with Digital team to create 6 insights posts to live on new AFM site.

Create 3 LinkedIn posts throughout the year highlighting key insights.

Complete national foodservice review by September 1.

Complete national retail review prior to IFPA to equip Shopper & Trade with most recent category performance data and trends.

Using Neurons partnership, retest all historic assets tested thru Zappi to identify incremental insights with the AI tool.  Integrate results into pre-testing database.  Deliver formal perspective to leadership.

Develop proposal to formalize methodology for Retailer Segmentation prior to Planning.

Identify enhancement opportunities for Foodservice Segmentation prior to Planning.

Provide annual assessment of sales and panel data providers (NielsenIQ, 84.51LLC, Numerator, Circana, Datassential) and fitness to continue as partners for FY27.  

Lead Produce Brand Tracker that monitors AFM's progress to superior brand affinity as well as complementary KPI and shopper path-to-purchase.  Present internally and incorporate into external reviews.

Coordinate with Havas team to execute and analyze Disqo studies for marketing effectiveness.

Partner with Foodservice team on two RIPE sessions or Trend Tours with operators to provide analytical support. (50%)

Collaborate with Foodservice to develop and deploy a minute survey to establish baseline number to understand the impact of our training on innovation for fresh avocados and deploy after each experiential AFM event (Trend Tour, MIM, Avo Us etc) - plan to use more fresh etc. (50%)

Explore off-the-shelf options for replacing ARIQ and compatibility to integrate into AFM's BI environment.

Lead the Planning review for the Improvement Council.  Solicit feedback from participants about each stage of Planning, consolidate feedback and collaborate with team members for final recommendation.

Finalize Coupon dashboard in Power BI (50%) and integration of Media metrics in scorecard pending reception of historic data (50%).

Continue developing long-term planning tool that incorporates sales performance and demographics by market.  Integrate sales data, population statistics and avocado shipment data as basis to identify geographies where future demand will be.  Update as new state population projections are released (August 2025).  Present to CEO and incorporate into Planning Kickoff.

Complete Demand Landscape project with formal updates for JEC, September Board meeting and fully realized for November Planning Kickoff and February Board meeting.

Provide ongoing reporting of KPIs through the Executive Scorecard.

Conduct marketing ROI project with Keen with investment captured through Cinco program.