Maintain Healthy/Nutritious Recall GM at 30% on Spring Brand Tracker

Increase Healthy/Nutritious Recall HM from 23% to 25% on Spring Brand Tracker

Increase good fats unaided awareness GM from 47% to 50% on Spring Brand Tracker

Increase good fats unaided awareness HM from 30% to 33% on Spring Brand Tracker

Launch a H&W Hispanic campaign that ties to Super Bueno and deliver 55M impressions (70% of the goal) & 134K Link Clicks (30% of the goal)

Deliver 406 Million social Impressions (50% of the goal) & 992K Link Clicks (50% of the goal) that carry the AFM GM H&W message.

Work with the Research & Analytics team to analyze the Core Uses preferences amongst the Universal Segments. Present analysis by the Planning Workshop in February 2024.

Work on an assessment of the AFM's website recipe section and provide a POV, best practices and recommendations to improve efficiency during Planning

Execute four Foodservice AFM Newsletters using by the first time the Seamless AI database and present an analysis during planning.

Deliver 7.6M Video Views for the Super Bowl Campaign

Deliver 330 Million social Impressions (70% of the goal) & 133K Link Clicks (30% of the goal) for the Super Bowl Campaign

Collaborate with internal teams to execute the elements of the ESPN College Football and form a POV on continuing (or not) the program by FY25 Planning.

Increase unaided brand awareness in the GM from 25% to 27%

Increase Brand Preference GM from 51% to 52%

Deliver 300 million Impressions (linear + OTT + Audio) for the GM Brand campaign offline.

Deliver 30M Video Views that carry brand GM message

Deliver 152 Million social Impressions (70% of the goal) & 233K Link Clicks (30% of the goal) that carry brand GM message

Achieve 66% Reach / 5.2 Freq on the GM Offline Brand Campaign. Provide results by June 2024. Score: 50% Reach and 50% Frequency

Increase unaided brand awareness in the Hispanic Market from 40% to 42% (Excluding English preferred)

Increase Brand Preference HM from 65% to 70% (Excluding English Preferred)

Achieve 59% Reach / 4.9 Freq on the Hispanic Offline Brand Campaign. Provide results by June 2024. Score: 50% Reach and 50% Frequency

Deliver 11.5M Video Views that carry brand HM message 

Deliver 59 Million social Impressions (70% of the goal) & 208K Link Clicks (30% of the goal) that carry brand HM message 

Work with the digital & PR teams to plan and launch the La Calle Se Puso Buena and deliver 1 Billion social impressions 

Deliver 67M Impressions of the Jingle Awards Campaign and 100K Link Clicks to the Jingle Awards Landing Page. 50% each KPI

Work on a Companywide CRM strategy and present it during Planning 2.

Test with Brandformance 8 Digital Campaigns (GM & HM) & score above the new AFM Benchmark in Brand Fit and Behaviour change.

Implement new Consumer Segments in Converge by end of Sept to start targeting all campaigns in October

Develop an assessment of new Targeting approach (Converge) and present a POV by the end of the Fiscal.

Execute DisQuo for performance measurement on the Brand Campaign and provide learnings by the end of the Fiscal

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

Redefine Media Monthly report with campaign performance metrics and deliver 9 monthly media reports throughout the Fiscal

Work on the digital campaigns performance index across the organization and present report by the end of the Fiscal.

Coordinate 3 Media Touchponts with top management to discuss Media performance and recommedations. First iteration before the JEC live meeting, second in January and third in June with a recap overview.

Attain 13MM Video views with the Cinco de Mayo Messaging

Deliver 126MM Social Impressions with Cinco Digital Campaign

Increase from 0.7% to 1% of AFM's unaided Food Brand Association on the Cinco day After Survey

Develop and launch a new Summer program the Cinco to Cuatro digital campaign by May 2024. 

Deliver 140M Social Impressions with the Summer Campaign

Attain 13MM Video views with the Summer Campaign Messaging

Deliver 461K Link Clicks to the Education landing pages 

Develop an Education influencers campaign (UGC) and deliver 39M paid impressions 

Increase education score among non-Hispanics from 3.36 to 3.43 by Spring 2024

Maintain Hispanic Education knowledge score at 3.89 (Spring Brand Tracker)

Work with Flowcode on QR Codes best practices and present recommendations during planning to all involved teams

Conduct ROI analysis to determine impact of marketing activities on retail volume performance and recommend areas for future allocations. Present an analysis during planning season with recommendations for FY25

Increase Attitudinal Equity score from 6.1% to 6.3%

Manage SEO performance and obtain 5% organic traffic sessions vs FY23

Develop and present semi-annual website performance reports focusing broadly on user behaviors and opportunities to improve digital user experience. Deliver first report in February and second in June.