$
\def\p{\partial}
\def\L{\left}\def\R{\right}\def\LR#1{\L(#1\R)}
\def\vec#1{\operatorname{vec}\LR{#1}}
\def\diag#1{\operatorname{diag}\LR{#1}}
\def\Diag#1{\operatorname{Diag}\LR{#1}}
\def\grad#1#2{\frac{\p #1}{\p #2}}
$If the matrices in the equation
$$\eqalign{
F &= A\circ xx^T \\
}$$
are vectorized and diagonalized
$$\eqalign{
f &= \vec{F},\qquad a = \vec{A},\qquad Z = \Diag{a} \\
}$$
then calculating derivatives is easy
$$\eqalign{
f &= a\circ\vec{xx^T} \\&= Z\,\vec{xx^T} \\
df &= Z\,\vec{dx\,x^T+x\,dx^T} \\
&= Z\,\Big((x\otimes I)+(I\otimes x)\Big)\,dx \\
\grad{f}{x} &= Z\,\Big((x\otimes I)+(I\otimes x)\Big) \\
}$$
Or, depending on your preferred layout convention, you may want the transpose of this expression.
$$\\$$
Another approach is to use element-wise derivatives.
The key derivative which enables this is
$$\eqalign{
\grad{x}{x_k} &= e_k \\
}$$
where $e_k$ is a standard cartesian basis vector.
Directly differentiating the equation yields
$$\eqalign{
F &= A\circ xx^T \\
\grad{F}{x_k} &= A\circ\LR{e_kx^T+xe_k^T} \\
}$$
Another useful fact is that the $\{e_k\}$ vectors can be distributed over Hadamard products.
This amazing property not shared by any other vector, except (trivially) the zero vector.
$$\eqalign{
{\grad{F_{ij}}{x_k}}
&= e_i^T\LR{\grad{F}{x_k}}e_j \\
&= {e_i^TAe_j}\circ\LR{e_i^Te_kx^Te_j+e_i^Txe_k^Te_j} \\
&= A_{ij} \LR{\delta_{ik}x_j+\delta_{jk}x_i} \\
}$$