Implement custom tagging on the Brand GM landing page to ensure accurate campaign tracking by November 28th, 2025.

GM VIDEO VIEWS: Deliver XM Video Views that carry brand GM message in Single the Jingle and Bring the Good Campaigns NEED DIGITAL METRICS BY DEC 17

GM DIGITAL IMPRESSIONS: Deliver XM Paid Digital Impressions that carry brand GM message in Single the Jingle and Bring the Good Campaigns NEED DIGITAL METRICS BY DEC 17

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)

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)

GM Brand Wrap Report: Deliver initial wrap report 5 weeks after end of campaign (July 6, 2026)

Collaborate with the digital team to provide strategic feedback on the landing page layout, informed by insights and performance data from the previous fiscal year by September 15th, 2025

Create UTMs to support media trafficking and implement custom tagging on the OND landing page to ensure accurate campaign tracking by October 3rd, 2025.

FOOTBALL DIGITAL CAMPAIGN: 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 14.2MM Video Views (50% weight) during OND timeframe.

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.

Football Wrap Report: Deliver digital wrap report 5 weeks after end of campaign (Feb 18, 2026)

Collaborate with the digital team to provide strategic feedback on the landing page layout, informed by insights and performance data from the previous fiscal year by November 28th, 2025

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.

Generate 1.2M Landing Page views on SB website

Deliver Analytics wrap report 5 weeks after end of campaign (March 18, 2026)

Build UTMs to support media trafficking and Implement custom tagging on the Brand Hispanic landing page to ensure accurate campaign tracking by September 15th, 2025.

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)

HM Brand Wrap Report: Deliver wrap report 5 weeks after end of campaign (July 6, 2025)

Continue to leverage revamped version of current Hispanic campaign for BiCulturals that delivers on a Heritage and Health message and delivers XXMM Paid Digital Impressions (25% weight) and XXMM Video Views for core campaign (50% weight) and XXMM Video Views for HM Pledge (25% weight)

Collaborate with the digital team to provide strategic feedback on the SGK landing page layout, informed by insights and performance data from the previous fiscal year by September 19th, 2025

Create the UTMs and media trafficing for precise tracking and Implement custom tagging on the SGK landing page to ensure accurate campaign tracking by September 19th, 2025

Launch first-ever Pledge that removes barriers for consumers to get screenings as part of our SGK campaign by October 2025

SGK DIGITAL CAMPAIGN: Launch SGK digital campaign that delivers on a Screening and Prevention messaging and delivers 88.7MM Impressions

SGK Wrap Report: Deliver initial wrap report 5 weeks after end of campaign (5th December 5, 2025)

Create the UTMs and media trafficing for precise tracking and Implement custom tagging on the H&W landing page to ensure accurate campaign tracking by December 31st, 2025.

H&W Wrap Report: 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)

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)

Collaborate with the digital team to provide strategic feedback on the landing page layout, informed by insights and performance data from the previous fiscal year by September 15th, 2025

Create UTMs to support media trafficking and Implement custom tagging on the Education landing page to ensure accurate campaign tracking by September 15th, 2025.

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 16.9MM Video Views.

Education Wrap Report: Deliver initial 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)

AWARDS SEASON WRAP REPORT: Deliver paid digital wrap report 5 weeks after end of campaign (April 22, 2026)

Collaborate with the digital team to provide strategic feedback on the landing page layout, informed by insights and performance data from the previous fiscal year by April 6th, 2026

Create UTMs to support media trafficking and Implement custom tagging on the Cinco landing page to ensure accurate campaign tracking by April 6th, 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.

DIGITAL METRICS PROVIDED MARCH 6

CINCO WRAP REPORT: Deliver wrap report 5 weeks after end of campaign (June 10, 2026)

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

CONVERGED AUDIENCE UPDATES: Implement the Convered updates as outlined in the FY26 planning by combining the audiences into a single cluster, expanding audience sizes, and ensuring a balanced age group distribution. Report performance by March 2026

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

WEBSITE PERFORMANCE: Develop and present an annual website performance report focusing broadly on content performance, user behaviors and opportunities to improve digital user experience before the endo FY and improve our core Google website vitals score of Mobile from 79 > 85 and Desktop from 84 > 94 while increasing Pages Per Session to 1.7 from 1.52 and E.R. from 63% to 66%. Weight each 25%.

Lead and implement 6 initiatives that meaningfully honor and celebrate diverse cultures and traditions, including cultural spotlights, inclusive observances, and employee-led events

Work on the internal monthly budget file and complete the adaptive exercise each month and Manage Havas and RO2 billing processes throughout the year by monthly tracking the budget ledger, making sure we are aligned with the ledger summary and sending a confirmation email on alignment

Lead Data strategy and analytics planning efforts and collaborate with the team to ensure a successful FY27 planning cycle by March 2026

DISQO PERFORMANCE: Execute DISQO for performance measurement on the overall campaign strategy and provide learnings by June 30

TESTING: Execute 2x TBD paid digital tests throughout the year (ex: new test partner, creative optimization,new targeting, A/B test, etc)

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

Deliver 7 QR code reports with performance updates throughout the fiscal

Provide 6 performance updates on the media and analytics camapign performance for all the ongoing campaings throughout the fiscal.