Brand Development & Activation Director

Del Real Foods

is seeking a Brand Development & Activation leader to define and drive the company’s brand strategy, positioning, and go-to-market activation across all channels.

Reporting directly to the CMO, this leader will be responsible for building strong, differentiated brand equity that translates into measurable awareness, consumer preference, and revenue growth. This role will shape the long-term brand architecture while ensuring flawless execution across campaigns, innovation launches, retail activation, digital platforms, and customer programs.

The ideal candidate blends strategic brand thinking with hands-on activation expertise and has a proven track record of transforming brands into category leaders.

General Overall Duties

Some of the duties of this position are those described below. This job description does not state or imply that the duties listed are the only duties and responsibilities assigned to this position. Employees holding this position will be required to perform any other job-related duties as requested by management.

𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 & 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴

• Lead development of the long-term brand vision, positioning, and 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 (𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝗹 & 𝗘𝘅𝘁𝗲𝗿𝗻𝗮𝗹)

• Lead development of a cohesive internal and external communications strategy aligned with brand positioning and business objectives
• Ensure consistent brand narrative across PR, media relations, digital platforms, trade communications, and executive messaging
• Strengthen internal brand alignment by embedding brand values and messaging across the organization
• Manage external agency partners for PR and corporate communications as needed
• Elevate Del Real Foods’ presence and reputation within the food industry and broader business community

𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 & 𝗔𝗴𝗲𝗻𝗰𝘆 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽

• Lead external creative, media, digital, and PR agency partners
• Elevate creative standards and ensure work reflects premium, authentic brand storytelling
• Drive disciplined briefing and performance evaluation processes

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

Specific Skills and Abilities Required

• 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

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
• A passion for rich, vibrant and the insanely crave-able world of good REAL food.
• Has the ability to turn strangers into Familia
• Someone who would proudly and passionately celebrate the Hispanic culture through REAL food

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