Associate Director Media & Analytics

Job Description Summary

At Avocados From Mexico, we nurture hearts to live life deliciously. The Associate Director of Media and Analytics is a senior strategic leader responsible for elevating AFM’s media, analytics, and audience strategy to drive brand growth and demand for Mexican avocados. This role serves as AFM’s primary media authority, ensuring strategic continuity, operational excellence, and innovation across all paid channels.

The Associate Director strengthens AFM’s measurement discipline, unifies cross‑channel insights, and advances AFM’s evolution toward more sophisticated attribution, audience segmentation, and performance evaluation. This leader also enhances AFM’s internal media governance by establishing standards, documentation, and best practices that ensure consistency and reduce operational risk.

This position manages two direct reports, a Media Manager and an Associate Data and Analytics Manager, and is responsible for coaching, developing, and growing talent while supporting the Marketing team with an All For One mindset.

• Lead the long‑term media and data strategy for AFM, aligning media investments with brand, shopper, and business objectives through ongoing collaboration and continuous optimization.

• Serve as the senior strategic advisor on media, analytics, and audience planning for internal leadership and cross‑functional teams.

• Identify and champion growth opportunities, emerging platforms, and innovative approaches that strengthen AFM’s competitive advantage.

• Ensure media, data, and audience strategies are fully integrated into campaign development, creative planning, and go‑to‑market execution.

• Oversee the development of holistic omnichannel media plans across TV and CTV, audio, digital, social, programmatic, branded content, SEO, retail media, and emerging channels.

• Guide agency partners through strategic planning, activation, trafficking, optimization, and measurement processes.

• Ensure media plans integrate seamlessly with brand, digital, shopper, and food service initiatives.

• Establish a unified optimization framework that aligns agencies and internal teams around shared KPIs and decision‑making criteria.

• Lead AFM’s audience strategy, including segmentation, third‑party data partnerships, and measurement frameworks that support personalization and long‑term brand health tracking.

• Develop analytics models, performance benchmarks, and insights that inform marketing decisions and improve ROI.

• Translate complex data into clear, actionable insights for senior leadership and cross‑functional teams.

• Oversee website analytics, performance measurement, and optimization strategies in partnership with Digital and IT teams to enhance site experience and strengthen conversion pathways.

• Partner closely with Brand, Digital, Shopper, and Food service teams to ensure media and data strategies support integrated marketing efforts.

• Serve as the connective tissue between teams, ensuring media insights proactively inform creative development, content strategy, and retailer activation.

• Lead cross‑functional post‑mortems to capture learnings, codify best practices, and strengthen future campaign planning.

• Manage and mentor a high‑performing team, fostering growth, accountability, and a culture of innovation.

• Provide coaching, clear direction, and development plans for direct reports.

• Strengthen AFM’s internal media and analytics capabilities to reduce dependency on external partners.

• Oversee the full media budget, including forecasting, PO management,…