Director, Channel Marketing Retail & Nation

Location: Mira Loma

Job Title:
Director, Channel Marketing - Retail & National Accounts

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

The 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 & Planning
• Develop and own channel marketing strategies for:
• Conventional Grocery
• Mexican Ethnic Retail
• Club, Mass, and other National Accounts
• Translate 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 gains
• Velocity growth
• Basket expansion
• Lead 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 & Execution
• Own 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-Marketing
• Develop 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 Leadership
• Serve 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 Management
• Own channel marketing budget and ROI tracking.
• Establish KPIs tied to distribution, velocity, trial, and repeat.
• Optimize spend toward highest-return activities.
• Success Metrics
• Incremental 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 mindset
• Commercially obsessed, shopper-first
• Influential leader and strong collaborator
• Comfortable 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 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…