Brand Development & Activation Director

Job Title:

Brand Development & Activation DirectorClassification:

Exempt Full TimeReporting to:

Chief Marketing OfficerPosition Backup:

Chief Marketing Officer

COMPANY OVERVIEW

The Del Real story began in 1957 when Jesus Cardenas journeyed from Jalisco, Mexico to California and traded a bucket of tools for a pig. From that humble exchange, a legacy was born. Today, Del Real is the #1 refrigerated Hispanic food brand in the U.S., celebrated for our authentic recipes, real ingredients, and time-honored cooking methods.

In 2024, Del Real joined the CMI family - a Hispanic-owned, multi-Latina corporation based in Guatemala. This partnership has amplified our culinary heritage and deepened our commitment to sharing the richness of Hispanic cuisine with families across the U.S.Our culture is rooted in the values that have guided us from the start: Responsibility, Excellence, Integrity, and Respect. These principles shape everything we do - from the way we craft our food to the way we support our people day in and day out.

At Del Real, we dont just make food - we honor tradition. Every dish is inspired by time-honored family recipes, crafted with real ingredients, and prepared with the same care and pride an abuela would bring to her kitchen. In a world full of shortcuts, our commitment to authenticity and quality sets us apart. Because at Del Real, we believe that when it comes to food - and to values - real is better.

PURPOSEDel Real Foods is seeking a Brand Development & Activation leader to define and drive the companys 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.

DUTIES:

Brand Strategy & PositioningLead development of the long-term brand vision, positioning, and value propositionDefine brand architecture, portfolio roles, and innovation guardrailsEnsure consistency across messaging, visual identity, and storytellingEstablish clear brand KPIs tied to awareness, equity, and preferenceIntegrated Brand ActivationDevelop and execute annual integrated marketing plans aligned to growth prioritiesOversee campaign development across digital, retail, foodservice, social, and experientialBrand Development & Activation DirectorIssued Date02/24/2026Page2 of 5FO-63-00-2.1.1.3Supersedes DateNoneVersion No.1channelsEnsure activation plans drive both brand equity and short-term sales impactPartner with Sales to translate brand strategy into retail and customer activationCorporate & Brand Communications (Internal & External)Lead development of a cohesive internal and external communications strategy aligned with brand positioning and business objectivesEnsure consistent brand narrative across PR, media relations, digital platforms, trade communications, and executive messagingStrengthen internal brand alignment by embedding brand values and messaging across the organizationManage external agency partners for PR and corporate communications as neededElevate Del Real Foods presence and reputation within the food industry and broader business communityCreative & Agency LeadershipLead external creative, media, digital, and PR agency partnersElevate creative standards and ensure work reflects premium, authentic brand storytellingDrive disciplined briefing and performance evaluation processesBrand Performance & OptimizationMonitor brand health metrics and campaign ROITranslate insights into optimization plansAlign marketing investment with business performance objectivesOrganizational Brand LeadershipServe as brand steward across the organizationEnsure cross-functional alignment around brand prioritiesChampion consumer-first thinking and elevate marketing capabilities

Specific Skills and Abilities Required:

Clear, differentiated brand positioning in the refrigerated food spaceMeasurable increases in brand awareness and household penetrationStrong linkage between marketing investment and revenue growthConsistent, premium brand execution across all touchpointsStrong, cohesive corporate narrative internally and externallyRecognition of Del Real Foods as a leading, modern food manufacturerEDUCATION/EXPERIENCEBachelors degree required; MBA or advanced degree preferred812+ years of progressive brand leadership experience within CPG, food, or adjacent consumer industriesDemonstrated success building and scaling brands with measurable gains in awareness, equity, and market shareProven experience developing integrated marketing strategies across paid, owned, and earned channelsStrong background in corporate communications, public relations, and executive messagingBrand Development & Activation DirectorIssued Date02/24/2026Page3 of 5FO-63-00-2.1.1.3Supersedes DateNoneVersion No.1Experience leading external agencies (creative, media, PR, digital) with high performance standardsStrong financial acumen with demonstrated accountability for marketing investment and ROIExperience partnering cross-functionally with Sales, Innovation, Finance, and Executive Leadership

ADDITIONAL REQUIRED SKILLS

Strategic visionary with disciplined executionDeeply consumer-centric and insight-drivenCommercially grounded and performance-focusedStrong influencer capable of aligning diverse stakeholdersHigh standards for creative excellence and brand stewardshipA passion for rich, vibrant and the insanely crave-able world of good REAL food.

Has the ability to turn strangers into FamiliaSomeone who would proudly and passionately celebrate the Hispanic culture through REAL food.

Physical Requirements (All requirements are subject to possible modification to reasonably accommodate individuals with a disability.)1. Physical activities of this position.

Climbing:

Ascending or descending ladders, stairs, scaffolding, ramps, poles and the like, using feet and legs and/or hands and arms. Body agility is emphasized. This factor is important if the amount and kind of climbing required exceeds that required for ordinary locomotion.

Balancing:

Maintaining body equilibrium to prevent falling when walking, standing or crouching on narrow, slippery or erratically moving surfaces. This factor is important if the amount and kind of balancing exceeds that needed for ordinary locomotion and maintenance of body equilibrium.

Stooping:

Bending body downward and forward bending spine at the waist. This factor is important if it occurs to a considerable degree and requires full use of the lower extremities and back muscles.

Kneeling:

Bending legs the at the knee to come to a rest the on knee or knees.

Crouching:

Bending the body downward and forward by bend the leg and spine.

Crawling:

Moving about on hands and knees or hands and feet.

Reaching:

Extending hand(s) and arm(s) in any direction.

Standing:

Particularly for sustained periods of time.

Walking:

Moving about on foot to accomplish tasks, particularly for long distances.

Brand Development & Activation DirectorIssued Date02/24/2026Page4 of 5FO-63-00-2.1.1.3Supersedes DateNoneVersion No.1

Pushing:

Using upper extremities to press against something with steady force in order to thrust forward, downw,ard or outward.

Pulling:

Using upper extremities to exert force in order to draw, drag, haul or tug objects in a sustained motion.

Lifting:

Raising objects from a lower to a higher position or moving objects horizontally from position to position. This factor is important if it occurs to a considerable degree and requires the substantial use of the upper extremities and back muscles.

Finger Dexterity:

Picking, pinching, typing or otherwise working, primarily with fingers rather than with the whole arm as in handling.

Grasping:

Applying pressure to an object with the fingers and palm.

Feeling:

Perceiving attributes of objects, such as size, shape, temperature or texture by touching with skin, particularly that of fingertips.

Talking:

Expressing or exchanging ideas by means of the spoken word. Those activities in which they must convey detailed or important spoken instructions to other workers accurately, loudly or quickly.

Hearing:

Noisy environment.

Vision:

Close work.

Repetitive motions:

Substantial movements (motions) of the wrists, hands and/or fingers.2. Degree of physical exertion required for the position.

Sedentary Work:

Exerting up to 10 lbs of force occasionally and/or a negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects, including the human body. Sedentary Work involves sitting most of the time. Jobs are sedentary if walking and standing are required only occasionally and all other sedentary criteria are met.

Light Work:

Exerting up to 20 lbs. of force occasionally and/or up to 10 lbs. of force frequently, and/or a negligible amount of force constantly to move objects. If the use of arm and/or leg controls requires exertion of forces greater than that for Sedentary Work and the worker sits most of the time, the job is rated for Light Work.

Medium Work:

Exerting up to 50 lbs. of force occasionally and/or up to 20 lbs. of force frequently, and/or up to 10 lbs. of force constantly to move objects

Heavy Work:

Exerting up to 100 lbs. of force occasionally and/or up to 50 lbs. of force frequently, and/or up to 20 lbs. of force constantly to move objectsBrand Development & Activation DirectorIssued Date02/24/2026Page5 of 5FO-63-00-2.1.1.3Supersedes DateNoneVersion No.1

Very Heavy Work:

Exerting in excess of 100 lbs. of force occasionally and/or in excess of 50 lbs. of force frequently, and/or in excess of 20 lbs. of force constantly to move objects3.) Environmental conditions the employee will be subject to in this position.

Inside environmental conditions:

Protection from weather conditions, but not necessarily from temperature changes.

Outside environmental conditions:

No effective protection from weather.

Both environmental conditions:

Activities occur inside and outside.

Extreme cold:

Temperatures below 32 degrees for periods of more than one hour.

Extreme heat:

Temperatures above 100 degrees for periods of more than one hour.

Noise:

There is sufficient noise to cause the worker to shout in order to be heard above the ambient noise level.

Vibration:

Exposure to oscillating movements of the extremities or the whole body.

Hazard:

Includes a variety of physical conditions, such as proximity to moving mechanical parts, electrical current, working on scaffolding and high places, exposure to high heat or exposure to chemicals.

Atmospheric conditions:

One or more of the following conditions that affect the respiratory system or the skin: Fumes, odors, dusts, mists, gases or poor ventilation.

Oils:

There is air and/or skin exposure to oils and other cutting fluids.

Humidity:

Exposure to humid conditions ranging from 70 to 92 percents.

Respirator:

Use is required.

None:

No substantial exposure to adverse environmental conditions (such as in typical office or administrative work).A. CONTACTS1.Inside the

Company:

A.) Company EmployeesB.) AdministrationC.) Company Leadership2. Out of the

Company:

A.) Vendors (as needed)