Create a new aligned-to framework for measuring success in Super Bowl in conjunction with new Digital Agency by December 2024.

Complete Super Bowl Campaign brandformance testing by December 2024

Facilitate execution of landing page go-live by January 6, 2025.

Partner with new Digital Agency and PR team to deliver an innovative technology that extends our SB campaign reach and buzz-worthiness and launch it the second week of January 2025.

Generate 1.33M Landing Page views on SB website (Number includes 25% additional from paid media traffic).

Lead and contribute to compilation, distribution and analysis of the report - as well as co-present out findings and insights

Complete full agency evaluation, negotiaton (if required) and awarding of campaign, including AHA

Launch first-ever H+W digital campaign in partnership with the AHA that delivers on Good Fats/Heart Health messaging during key Jan-Mar timeframe.

Launch first-ever Shopping list with swaps in partnership with AHA by March 2025

Increase good fats unaided awareness GM from 59% to 62% on Spring Brand Tracker.

Increase good fats unaided awareness HM from 56% to 57% on Spring Brand Tracker.

Activate an IRL experience for the first time during OND by hacking the games with a disruptive Find the Avocado campaign that extends our reach digitally by January 2025.

Leverage first-time partnership with SEC Network and UGA to drive a 1 point increase from 24% to 25% in AFM association with College Football (CFB) at the end of Jan 2025.

Present out recommendation for new Digital Agency for FY26 after finalizing Super Bowl Digital Pitch Proces in September 2024.

Finalize Digital Audit and leverage learnings to inform Digital Strategy that will be presented out, along with an action plan, by October 2024.

Partner with Creative AOR to conduct a Social Audit and Channel Strategy to help inform Social Strategy via a Playbook; to be presented out by November 2024.

Serving on LinkedIn Committee, assist with agency selection and contribute to the revised strategy, content pillars development, calendar planning and measurement framework by November 2024

Partner with USDA and Agency partners for launch of first-ever Merch AvoStore to continue to build brand awareness and feed into pop culture by May 2025.

Deliver a new AFM website leveraging learnings from Digital Audit by end of Fiscal Year 2025.

You Tube Creator Event : Lead and execute YT creator event around National Guacamole Day by end September

Leverage social media and online trends to develop an AFM line up of avocado innovation concepts by Planning Phase 2

Identify and partner with 3 new brands for digital/social to extend our reach by end of Fiscal Year 2025.

Produce and launch new AFM 2025 Cinco digital campaign anchored in the new long-term Cinco strategy presented in 2024.

Increase AFM's Unaided Food Brand Association on the Cinco Day After Survey from 1% to 1.3%.

Always Good Shorts: Complete GM Campaign brandformance testing by October 2025.

Always Good Short: Facilitate execution of landing page go-live by last week of October

You Got Jingled: Complete GM Campaign brandformance testing by February 2025

You Got Jingled: Facilitate execution of landing page go-live by first week of March 2025

You Got Jingled:Deliver 35,510 impressions within campaign timeframe by May 2025

Increase unaided brand awareness in the GM from 22% to 25% (Updated to CMT numbers vs. H+P)

Increase Brand Preference GM from 44% to 46% (Updated to CMT numbers vs. H+P)

Increase Digital Brand GM Campaign recall from 13% to 18% and Increase Correct Branding from 20% to 30%. Weight 50% per each metric.

Always Good Shorts: Deliver 23,674 impressions within campaign timeframe by January 2025

Launch a digital Hispanic campaign for BiCulturals that delivers on a Heritage and Health message and delivers 227.2M Paid Digital Impressions (40% weight) and 118.7M Video Views (60% weight).

Increase unaided brand awareness in the Hispanic Market from 32% to 35% (Excluding English preferred).

Increase Brand Preference for Hispanic Market from 59% to 60% (Excluding English Preferred).

Increase Digital Brand HM Campaign recall from 17% to 19% and Increase Correct Branding from 43% to 48%.

Develop an Education Always Good To Know Gameshow digital campaign to complement our base campaign and deliver 11.6M Video Views.

Increase Education score among non-Hispanics from 3.08 to 3.11 on Spring 2025 Brand Tracker.

Increase Hispanic Education knowledge score from 3.49 to 3.52 on Spring 2025 Brand Tracker.

Revisit Digital Index Score and provide recommendation on how to best measure digital campaign success by Metrics Framework Meeting in August 2024.

Develop report template and process to be used by marketing team by December 2024

Lead FY26 Digital planning and presentation development with agency and crossfunctional partners

Increase Brand Equity score from 53.4 to 54.0 for GM and 56.2 to 58.0 for HM (Updated to CMT).

Manage SEO performance and obtain 5% growth in organic traffic sessions for FY25 to 512K.

Develop and present a biannual website performance reports focusing broadly on user behaviors and opportunities to improve digital user experience before the end of the FY.

Host 2x lunch and learns for internal cross functional teams to learn about digital and process

MEASUREMENT FRAMEWORK: Lead digital team management on FY25 Measurement Framework document

Establish never been done before protocol for password management across 4 external agencies

Adopt, overhaul, clean-up and assume management of domain ownership, 4X per year audit