Conduct Foodservice fresh v processed v hybrid guacamole test.

Execute Operator A&U Spring FY25 study with Datassential.

Complete Menu KPI Reviews (2x year)

Conduct pre-testing research for digital advertising campaigns with Zappi.  Measure purchase consideration and branding, and provide prescriptive feedback for improving creative prior to launch (when applicable).  Review overall AFM performance to further adjust standards as needed.  Provide documentation of standards review and present recommendation to internal teams.

Deliver 4 quarterly reports for CMT and maintain dashboard updates.

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

Design and execute Shopper Impact study for Susan G Komen, Super Bowl and Cinco merchandising programs.

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.  

Conduct concept testing for new GM ads using Kantar and Ace Metrix.

Partner with AFM PR team and Weber to develop a Quantilope survey for use in media to drive interest in the avocado category and AFM.

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.

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.

Create 4 LinkedIn posts throughout the year highlighting key insights.

Integrate media and digital data into AFM's reporting platform.

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

Provide annual assessment of sales and panel data providers (NielsenIQ, 84.51LLC, Numerator, Circana, Datassential) and fitness to continue as partners for FY26.  

Lead Produce Brand Tracker that monitors AFM's progress to superior brand affinity as well as complementary KPIs.  Deliver report and presentation by June 27, 2025.

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

Partner with Foodservice team on two RIPE sessions with operators to provide analytical support.

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.

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

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 (July 2024).  Present to CEO and Board in JEC Live.

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.

Commision consultancy to project ceiling for avocado market.  Include in Planning Kickoff.

"Brand Diamond" project - partner with vendor expert for qualitative research to flesh out key AFM segments to improve internal and external (agency partners) understanding of segments through persona development.  Integrate quantitative support through Quantilope if applicable.

Support Marketing team in the Cinco strategy development.  Participate in agency meetings, lead any insights requests and conduct research in collaboration with team and agency.

Kick off initial phases of Demand Landscape project, focusing on top opportunities to accelerate demand for fresh avocados in the US.

Provide ongoing reporting of KPIs through the Executive Scorecard and develop KPI spotlights for office monitors end of October.