Jessica Rizo 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

GM H&W CAMPAIGN IMPRESSIONS & CLICKS + i100

Deliver 390 Million social Impressions (50% of the goal) & 950K Link Clicks (50% of the goal) that carry the AFM GM H&W message

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)

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 67% Reach / 6 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 

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 Challenge + i100 0

Deliver 68M Impressions of the Jingle Awards Campaign 

Jingle Challenge Audio + i100

Deliver 27M Audio Impressions for the Jingle Awards Campaign

GM TV Correct Branding + i100

Increase TV correct branding GM from 42% to 44%

Digital Correct Branding + i100

Increase DIGITAL correct branding GM from 51% to 52%

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
PAID MEDIA REPORTING + 0

Develop proposal and present new Paid Media reporting structure by February

MEDIA OPPORTUNITIES +

Provide 3 tech/media opportunities by March for Planning 1

PAID MEDIA TAGGING & TRACKING +

Collaborate with Data Analytics to develop a proposal on enhanced paid media tagging & tracking and present during FY25 Planning

SEM PERFORMANCE + i100

Improve execution of SEM campaigns and increase AFM impression share <10% . Deliver a report showcasing comparisson results.

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

Media Touchpoints + 1 i1

Coordinate 2 Media Touchponts with top management to discuss Media performance and recommedations. First iteration in January, and a second 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
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 + 300,000 100,000 i61,000 0

Deliver 461K Link Clicks to the Education landing pages 

EDUCATION INFLUENCERS CAMPAIGN + 14,000,000 13,000,000 i13,000,000

Develop an Education influencers campaign (UGC) and deliver 40M paid impressions

INCREASE EDUCATION SCORE NON-HISPANIC + i3

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

HISPANIC EDUCATION 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
Media Trafficking Process + 0

Revise and establish new Media Trafficking Process cross-functionaly and walkthrough the template with Agencies and Digital team by December

CMT Data & Media +

Collaborate with Research team on a solution to tie media campaign results to CMT data to analyse trends and measure overall impact by FY25 Planning

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%

BHAG Goals