Angela Fraser Email & Phone Number

Chino, Ca, Us

Irvine, California, United States

I thrive on tackling big challenges head-on, particularly in product marketing strategy within produce-related organizations. With 20+ years of experience at the California Avocado Commission, I consistently lead high-impact brand positioning, campaign management, and market analysis initiatives that drive growth and elevate brand presence. My 2024 achievement of earning a Bachelor of Arts (BA) with honors from Chapman University, alongside an Associate of Arts Paralegal degree, reflects my commitment to continuous learning and competitive intelligence. As an ENFJ-A, I bring a proactive, strategic approach to leadership, tackling tough situations with confidence and optimism. Recognized as a 'Women in Produce' honoree by The Packer, I'm passionate about where innovative content strategy and outstanding products converge to create growth. I'm eager to continue expanding my impact at the intersection of marketing and business leadership, where strategy meets execution and results come to life.

Irvine, Ca

Internal Title: Director of Trade & Legal Affairs. Drove marketing strategy and legal affairs to enhance the visibility and compliance of the $2.7B US Avocado industry. Led comprehensive marketing campaigns, optimizing resource allocation and driving business outcomes. · Increased growth within the California Avocado industry by leading and optimizing marketing initiatives, leading a comprehensive nutrition communications program, and ensuring alignment with $3MM budget· Enhanced consumer engagement by 10% through refining and optimizing advertising programs, public relations and blogger advocacy programs leading to improved performance metrics across campaigns· Expanded consumer advertising reach by 5% and enhanced performance by optimizing programs and playing an integral role in strategy development and execution for a $7MM advertising budget· Secured 85% continuity in legal coverage by devising and implementing a legal transition plan during leadership changes, ensuring smooth operations and minimal disruption· Achieved a 20% reduction in closing costs and saved $25k by negotiating and managing closure of e-commerce shop· Strengthened leadership skills of mentee as part of the International Fresh Produce Association Women’s Leadership program and resulting in mentee receiving Produce Business 40 Under 40 Award (June 2024)

Irvine, California, United States

Internal Title: Director of Trade Affairs. Led strategic marketing initiatives aligned with legal, consumer, and trade goals, managing relationships and driving growth.· Exceeded media impressions targets by 12% and reduced PR costs 15% by directing PR + Nutrition programs, managing a $3MM budget, and building strong relationships with brand partners, registered dietitians, and agency staff· Increased partnership effectiveness by 20% by overseeing 10 co-marketing partnerships and serving as a Board member· Improved compliance with national standards by 55% by aligning marketing efforts with governmental initiatives as a liaison with USDA-CNPP National Strategic Partnership· Contributed to achieving annual strategic objectives ratified by the board by providing insights and managing segments of a $7MM consumer advertising program, including media allocation· Directed the transition of a 20,000+ attendee event to a virtual format, achieving 19% over Sales + Sponsorship Revenue goals and 11% over Registration Revenue goals as co-chair of PMA Fresh Summit Committee· Strengthened brand + industry partnerships 12% by increasing participation at PMA/IFPA Global Produce & Floral Show· Completed the creation of 175 recipes and 600 photos under budget by 10% by guiding the recruitment and management of registered dietitians, recipe developers, and photographers· Reduced response time and improved satisfaction by 40% by ensuring timely, accurate, and data-supported responses to inquiries through consumer website, grower, and trade industry nutrition information platforms

Irvine, California, United States

Directed key marketing projects, optimizing processes, and driving brand growth through strategic planning and execution.· Improved team productivity 20% and executed 60 marketing campaigns and projects within or ahead of schedule by supervising a team of 6 marketing professionals · Achieved wins in the PMA Fresh Summit Best of Show Booth Contest (2004) and the Sensory Experience Contest (2011) by developing and executing annual trade show strategies· Improved efficiency and reduced costs by 15% by leading a successful RFP process for a new online and website marketing agency, streamlining selection and onboarding· Established a USDA-FDA compliance program, reducing review times and fees by over 50%, improving efficiency· Enhanced brand visibility by 15% and increased trade show engagement by 30% by negotiating and establishing contracts with a new exhibit house, resulting in a state-of-the-art trade show booth and overall enriched booth program· Increased brand awareness of California Avocados by 15% by delivering educational presentations to over 1,200 healthcare professionals, teachers, and students· Reduced material costs by 20% and improved stewardship of grower funds by implementing quality standards for promotional and educational materials, optimizing purchasing processes, and achieving a 25% return on investment

Irvine, California, United States

MARKETING PROGRAMS MANAGER 2005-2007MERCHANIDIZING MANAGER 2003-2005MERCHANDISZING ADMINISTRATIVE COORDINATOR 2000-2003

Ba In Psychology; Minor In Law & Liberal Arts, Psychology, Law, Leadership

Activities and Societies: • Graduated with honors • Psychology Department Honors • First-Generation Graduation Student Keynote Speaker •.

Aa In Paralegal Studies, Paralegal, Graduated Cum Laude From American Bar Assoc. (Aba)-Approved Paralegal Program

Activities and Societies: • Dean's List 2020 and 2021 • 2020-2021 Phi Theta Kappa Honor Society • 2021 Psi Beta National Honor Society •.