Campaign responsibilities and reporting line
The posting carries the title "Senior Integrated Marketing & Brand Activation Lead," while its description identifies the position as an Integrated Marketing Specialist. The full-time hire would report to the Director of Brand Building and Activation.
Responsibilities include turning brand priorities into campaigns that bring together paid, owned and earned channels. The work spans social media, public relations, influencers, events and shopper marketing. Del Real says candidates need strong analytical and project management skills.
Del Real's first brand campaign
The company launched its first-ever brand campaign, "Abuela Intelligence," on May 1, 2025, ahead of Cinco de Mayo, according to Marketing Dive. Its media mix included connected-TV commercials for Los Angeles, San Diego and San Francisco, alongside online video on YouTube, social media and Del Real's website.
The campaign also featured in-person sampling through an "Abuela Road Trip" mobile experience, scheduled to visit selected retail locations through July in Los Angeles, San Diego, Phoenix and the Sacramento area.
Company roots and ownership
Jurupa Valley is also the headquarters of Del Real Foods. According to Just Food, the company manufactures in California and Oklahoma and distributes its products nationwide through club, retail, foodservice and wholesale channels.
The business dates to 1957, when founder Jesus Cardenas moved from his home in Jalisco, Mexico, and set up a family operation in Southern California. The Cardenas family's Mexican heritage provides the inspiration for the brand's recipes.
Guatemala-based multinational Corporación Multi Inversiones (CMI) bought a majority stake in Del Real Foods from Palladium Equity Partners in 2024. Both Palladium and the Cardenas family kept minority stakes. Palladium's majority ownership had begun in 2016.
Just Food reports that CMI employs more than 50,000 people across more than 16 countries. The acquisition made the US the "second-largest business footprint" for CMI Foods and complemented the expansion of its Pollo Campero restaurant chain.
