Senior PR Manager

Job Description Summary

Avocados From Mexico is actively looking for an experienced public relations senior manager that is well-versed in leveraging media and storytelling to co-lead our company’s corporate and brand communications efforts and serve as the strategic deputy to the Sr. Director of Corporate Communications and Public Relations . This role is not purely executional - this individual will be responsible for elevating planning conversations, driving measurable earned impact and helping shape the company’s corporate and brand narrative as well as leading project management for PR and corporate communications initiatives (ranging from in-culture consumer activations to corporate sustainability and executive visibility). The ideal candidate brings top-tier agency expertise, large-scale campaign exposure (Super Bowl-level experience preferred), and the ability to translate communications performance into business impact. This role reports to the Senior Director of Corporate Communications and PR; and works closely with cross-department teams (brand and digital marketing, shopper and trade, and foodservice); and acts as the primary point of contact for the PR agency. This individual most operate independently, confidently engage with senior stakeholders, and contribute strategic thinking that strengthens AFM’s corporate reputation, PR effectiveness, and credibility for the communications function.

Responsibilities

Strategic Leadership & Deputy Function

• Serve as second-in-command to the Senior Director, stepping in to lead initiatives, cross-functional planning sessions, and agency and partners management.
• Provide high-level strategic recommendations that elevate conversations beyond execution into measurable business impact.
• Shape integrated communications plans and strategies that align brand storytelling with corporate reputation and sustainability priorities.
• Contribute to planning and crisis response in coordination with AFM leadership and parent organizations (APEAM and MHAIA).

Big Campaign & Integrated Communications Leadership

• Lead integrated communications strategy for high visibility tentpole campaigns (e.g., Super Bowl).
• Ensure campaigns deliver measurable earned impact and align with broader business objectives and company strategy.
• Oversee agency partners with strong strategic direction and accountability.
• Drive story mining, narrative framing, and proactive media positioning that reinforces AFM’s category leadership and innovation.
• Serve as communications subject matter expert for cross-functional campaigns, coordinating between different departments within the organization.
• Provide counsel on new media formats including influencer and editorial integration and support celebrity talent vetting.

Corporate Reputation & Cross-Border Engagement

• Support corporate communications initiatives including executive visibility, thought leadership, sustainability storytelling, and industry and media relations.
• Contribute to reputation management and high-sensitivity communications when needed.
• Support alignment of messaging internally and across industry stakeholders and engage confidently with parent organizations and industry stakeholders.
• Reinforce AFM’s innovation narrative and cultural leadership positioning.

Measurement & Reporting

• Compile, monitor and analyze PR performance and provide detailed reporting demonstrating progress toward goals.
• Develop executive-level dashboards and reports that clearly connect PR performance to business outcomes.
• Present strategic value of communications earned media and cultural impact with data-backed insights.
• Effectively manage budgets and project timelines.

Skills/Qualifications

• History of collaboration with cross-functional teams and agency partners with the ability to transform complex concepts into accessible consumer messages
• Results-driven strategic thinker with a strong media relations and crisis communications background
• Confident operator who can independently manage high-stakes, complex, integrated consumer PR campaigns
• A creative communicator that can develop ideas that will generate earned media coverage and with experience in leveraging integrated campaigns.
• Assertive self-starter who can work independently, able to effectively manage multiple tasks/projects at a fast pace
• Executive presenter with strong interpersonal, written, and verbal communications skills
• Strong project management, budget management, time management and organization skills with the ability to meet deadlines.
• Executive presence and comfort engaging with senior leadership.
• Exceptional written, verbal, and presentation skills.
• Strong agency leader – can push for sharper thinking and hold partners accountable
• Demonstrated ability to be both “hands-on” (excellent attention to detail and execution) and “strategic” (creative thought leadership)
• Ability to take on ad-hoc projects as assigned
• Willingness to work additional hours as business demands may require.
• Bilingual (English/Spanish) preferred but not required.
• Potential travel estimated at 20%

Education/Experience Requirements

• Bachelor's Degree required and in related field preferred (Communications/PR, Marketing, Journalism, etc.).
• 8–12+ years of experience in public relations, corporate communications, or integrated marketing communications.
• Significant experience at/with a top-tier PR agency (e.g., Weber Shandwick, Edelman, Ketchum, Porter Novelli, etc.).
• Proven experience leading large-scale, high-visibility consumer campaigns with measurable earned impact.
• Super Bowl or equivalent campaign exposure strongly preferred; CPG or food/beverage experience strongly preferred.
• Demonstrated ability to connect communications performance to business results.
• Experience managing multiple agencies and integrated workstreams.