Jovanny Martinez Dashboard

Project Goals

Project Goals
H&W MARKETING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HEALTHY/NUTRITIOUS RECALL GM + i30 0

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

HEALTHY/NUTRITIOUS RECALL HM + i25

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

GOOD FATS UNAIDED AWARENESS GM + i50

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

GOOD FATS UNAIDED AWARENESS HM + i33

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

HM H&W CAMPAIGN IMPRESSIONS & CLICKS + i100

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)

GM H&W CAMPAIGN IMPRESSIONS & CLICKS + i100

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

Project Goals
CORE USES
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
CORE USES ANALYSIS + 0

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.

Assessment of the AFM's website recipe section +

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

Foodservice AFM Newsletters + i4

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

Project Goals
BRANDING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
SUPER BOWL VIDEO VIEWS + i7,600,000 0

Deliver 7.6M Video Views for the Super Bowl Campaign

SUPER BOWL CAMPAIGN IMPRESSIONS & CLICKS + i100

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

College Football Collaboration +

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.

GM UNAIDED BRAND AWARENESS + i27

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

GM BRAND PREFERENCE + i52

Increase Brand Preference GM from 51% to 52%

GM BRAND OFFLINE CAMPAIGN IMPRESSIONS + 30,000,000 40,000,000 40,000,000 40,000,000 40,000,000 40,000,000 40,000,000 30,000,000

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

GM BRAND CAMPAIGN VIDEO VIEWS + 3,000,000 4,000,000 4,000,000 4,000,000 4,000,000 4,000,000 4,000,000 3,000,000

Deliver 30M Video Views that carry brand GM message

GM BRAND ONLINE CAMPAIGN IMPRESSIONS & CLICKS + i100

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

GM OFFLINE CAMPAIGN REACH & FREQUENCY + i100

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

Project Goals
HISPANIC MARKETING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
HM Unaided Brand Awareness + i42 0

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

Brand Preference HM + i70

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

Hispanic Offline Brand Campaign + i100

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

HM Brand Message Video Views + 2,200,000 2,500,000 2,300,000 2,300,000 2,200,000

Deliver 11.5M Video Views that carry brand HM message 

HM Brand Social Impressions + i100

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

Launch Se Puso Buena + 250,000,000 250,000,000 250,000,000 i250,000,000

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

Project Goals
BRANDED ASSETS
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Jingle Awards Campaign + i100 0

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

CRM strategy +

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

Brandformance Testing + 1 1 1 1 1 1 1 1

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

Project Goals
PERFORMANCE
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Consumer Segments + 0

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

New Targeting Approach +

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

Brand Campaign Performance Measurement +

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

AFM Measurement Framework + 1 1 1 1 1 1 1 1 i1

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

Media Reporting + 1 1 1 1 1 1 1 1 i1

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

Performance Index +

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

Media Touchpoints + 1 1 i1

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.

Project Goals
CINCO
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Cinco Video Views + 7,000,000 i6,000,000 0

Attain 13MM Video views with the Cinco de Mayo Messaging

Cinco Social Impressions + 66,000,000 i60,000,000

Deliver 126MM Social Impressions with Cinco Digital Campaign

Unaided Food Brand Association + i1

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

Project Goals
SUMMER MARKETING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Launch Summer Program + 0

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

Summer Campaign Impressions + 70,000,000 i70,000,000

Deliver 140M Social Impressions with the Summer Campaign

Summer Video views + 6,500,000 i6,500,000

Attain 13MM Video views with the Summer Campaign Messaging

Project Goals
EDUCATION MARKETING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
Education Landing Page Clicks + 100,000 100,000 100,000 100,000 i61,000 0

Deliver 461K Link Clicks to the Education landing pages 

Education influencers campaign + 13,000,000 13,000,000 i13,000,000

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

Increase Education Score Non-Hispanics + i3

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

Maintain Hispanic Education knowledge score + i4

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

Project Goals
BASE BUSINESS MARKETING
2023-2024
Q1 Q2 Q3 Q4
Objectives Jul-23 Aug-23 Sep-23 Oct-23 Nov-23 Dec-23 Jan-24 Feb-24 Mar-24 Apr-24 May-24 Jun-24 Score
QR Code Best Practices + 0

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

ROi Analysis +

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

Attitudinal Equity score + i6

Increase Attitudinal Equity score from 6.1% to 6.3%

SEO Performance + i5

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

Website Performance + 1 i1

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.

BHAG Goals