Brand Development & Activation Director at DEL REAL LLC

Jurupa Valley, California, United States -

Full Time

Start Date

Immediate

Expiry Date

02 Aug, 26

Salary

175000.0

Posted On

04 May, 26

Experience

10 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

Brand strategy, Brand positioning, Go-to-market activation, Integrated marketing, Corporate communications, Public relations, Agency management, Brand architecture, Consumer insights, Financial acumen, Cross-functional leadership, Campaign execution, Brand equity, Digital marketing, Retail activation, Strategic planning

Industry

Food and Beverage Manufacturing

Description

Job Title: Brand Development & Activation Director Classification: Exempt Full Time Reporting to: Chief Marketing Officer Position 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 don’t 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. PURPOSE 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. DUTIES: 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 Brand Development & Activation Director Issued Date 02/24/2026 Page 2 of 5 FO-63-00-2.1.1.3 Supersedes Date None Version No. 1 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 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 Brand Development & Activation Director Issued Date 02/24/2026 Page 3 of 5 FO-63-00-2.1.1.3 Supersedes Date None Version No. 1 • 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 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. 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 Director Issued Date 02/24/2026 Page 4 of 5 FO-63-00-2.1.1.3 Supersedes Date None Version 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 objects Brand Development & Activation Director Issued Date 02/24/2026 Page 5 of 5 FO-63-00-2.1.1.3 Supersedes Date None Version 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 objects 3.) 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. CONTACTS 1. Inside the Company: A.) Company Employees B.) Administration C.) Company Leadership 2. Out of the Company: A.) Vendors (as needed)

Responsibilities

The Brand Development & Activation Director will define and drive the company's brand strategy, positioning, and go-to-market activation across all channels. This role is responsible for building strong brand equity, managing agency partners, and ensuring consistent execution across campaigns and retail platforms.