Director, Channel Marketing Retail & Nation

Job Title: Director, Channel Marketing - Retail & National AccountsClassification: Exempt Full TimeReporting to: Chief Marketing OfficerPosition Backup: Chief Marketing Officer COMPANY OVERVIEWThe 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.PURPOSEThe Director of Channel Marketing will lead the development and execution of channel-specific marketing strategies for Retail, Mexican Ethnic Retail, and National Accounts to accelerate demand for Del Real Foods' branded and unbranded meal solutions across the U.S.This role is accountable for driving "Sales Overnight" through conversion-focused activation and "Brand Overnight" through disruptive, shopper-relevant storytelling that builds awareness, trial, and loyalty. The Director will serve as the connective tissue between Brand Marketing and Sales, translating brand strategy into winning in-store, digital, and customer-specific execution.DUTIES:Channel Strategy & PlanningDevelop and own channel marketing strategies for:Conventional GroceryMexican Ethnic RetailClub, Mass, and other National AccountsTranslate brand and portfolio strategies into channel-specific growth plans.Define priority occasions, categories, and platforms by channel.Demand Creation (Sales Overnight)Design and execute shopper marketing programs that drive:Distribution gainsVelocity growthBasket expansionLead development of customer-specific selling stories, playbooks, and toolkits.Partner with Sales to support new item launches, line reviews, and expansions.Brand Building (Brand Overnight)Bring brand platforms to life in-store and across retailer digital ecosystems.Create disruptive activation that builds mental and physical availability.Ensure consistent but flexible brand expression across channels.Retail Activation & ExecutionOwn in-store marketing strategy: displays, POS, secondary placements, demos, and sampling.Lead digital shelf and retailer media strategy in partnership with Brand and eCommerce.Drive excellence in execution and post-event analysis.National Accounts & Customer Co-MarketingDevelop joint business planning marketing components with top customers.Identify and activate co-marketing and shopper insights opportunities.Customize programs by retailer while protecting brand integrity.Cross-Functional LeadershipServe as primary marketing partner to Sales, Category Management, and Revenue Growth Management.Align with Brand, Innovation, and Insights on priorities and timing.Manage external agencies and partners.Budget & Performance ManagementOwn channel marketing budget and ROI tracking.Establish KPIs tied to distribution, velocity, trial, and repeat.Optimize spend toward highest-return activities.Success MetricsIncremental distribution and velocity gains by channel.Growth in branded and unbranded meal solutions sales.Launch success and speed to scale.Improved retailer media ROI.Stronger brand awareness and consideration in priority channels.Specific Skills and Abilities Required:Builder and operator mindsetCommercially obsessed, shopper-firstInfluential leader and strong collaboratorComfortable in fast-growth, entrepreneurial EDUCATION/EXPERIENCE Bachelor's degree in Marketing, Business, or related field; MBA a plus.8-12+ years of CPG experience with deep shopper/channel marketing focus.Proven success driving growth in Retail and National Accounts.Experience with ethnic or multicultural brands strongly preferred.Strong analytical and commercial acumen.ADDITIONAL REQUIRED SKILLS: A 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.• 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.ý 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.ý 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.ý Vision: Close work.ý Repetitive motions: Substantial movements (motions) of the wrists, hands and/or fingers.2. Degree of physical exertion required for the position. ý 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.ý 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 objectsHeavy 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 objectsVery 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 objectsEnvironmental 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.ý None: No substantial exposure to adverse environmental conditions (such as in typical office or administrative work).A. CONTACTSInside the Company: A.) Company Employees B.) Administration C.) Company Leadership2. Out of the Company: A.) Vendors (as needed)

Created: 2026-04-02