Salary Range: $150,000.00 – $175,000.00 annually
Job Title: Brand Development & Activation Director
Classification: Exempt Full Time
Reporting to: Chief Marketing Officer
Company Overview
Del Real was founded in 1957 and has grown to become the #1 refrigerated Hispanic food brand in the U.S., known for authentic recipes and real ingredients. In 2024, Del Real joined the CMI family, a Hispanic‑owned, multi‑Latina corporation based in Guatemala.
Purpose
Del Real Foods seeks a Brand Development & Activation leader to define and drive the company’s brand strategy, positioning, and go‑to‑market activation across all channels, building differentiated brand equity and supporting revenue growth.
Duties
- Brand Strategy & Positioning – Lead development of long‑term brand vision, positioning, value proposition; define brand architecture, portfolio roles, and innovation guardrails; ensure consistency across messaging, visual identity, and storytelling; establish clear brand KPIs tied to awareness, equity, and preference.
- Integrated Brand Activation – Develop and execute annual integrated marketing plans aligned to growth priorities; oversee campaign development across digital, retail, foodservice, social, and experiential channels; ensure activation plans drive both brand equity and short‑term sales impact; partner with Sales to translate brand strategy into retail and customer activation.
- Corporate & Brand Communications – Lead internal and external communications strategy aligned with brand positioning and business objectives; maintain consistent brand narrative across PR, media relations, digital platforms, trade communications, and executive messaging; strengthen internal brand alignment by embedding brand values across the organization; manage external agency partners for PR and corporate communications; elevate Del Real Foods’ presence within the food industry.
- Brand Performance & Optimization – Monitor brand health metrics and campaign ROI; translate insights into optimization plans; align marketing investment with business performance objectives.
- Organizational Brand Leadership – Serve as brand steward across the organization; ensure cross‑functional alignment around brand priorities; champion consumer‑first thinking and elevate marketing capabilities.
Required Skills and Abilities
- Clear, differentiated brand positioning in the refrigerated food space.
- Measurable increases in brand awareness and household penetration.
- Strong linkage between marketing investment and revenue growth.
- Consistent, premium brand execution across all touchpoints.
- Strong, cohesive corporate narrative internally and externally.
- Recognition of Del Real Foods as a leading, modern food manufacturer.
Education & Experience
- Bachelor’s degree required; MBA or advanced degree preferred.
- 8–12+ years of progressive brand leadership experience within CPG, food, or adjacent consumer industries.
- Demonstrated success building and scaling brands with measurable gains in awareness, equity, and market share.
- Proven experience developing integrated marketing strategies across paid, owned, and earned channels.
- Strong background in corporate communications, public relations, and executive messaging.
- Experience leading external agencies (creative, media, PR, digital) with high performance standards.
- Strong financial acumen with demonstrated accountability for marketing investment and ROI.
- Experience partnering cross‑functionally with Sales, Innovation, Finance, and Executive Leadership.
Additional Required Skills
- Strategic visionary with disciplined execution.
- Deeply consumer‑centric and insight‑driven.
- Commercially grounded and performance‑focused.
- Strong influencer capable of aligning diverse stakeholders.
- High standards for creative excellence and brand stewardship.