Role Overview
As a key leader within Hershey Canada Marketing, the Senior Brand Manager will shape the future of our brands by turning consumer insights into growth strategies, building breakthrough marketing plans, and developing the next generation of marketing talent.
Top Core Responsibilities / Outcomes Expected
1. Strategic Leadership & Talent Development: Inspire and develop a high-performing team that continuously raises the bar on marketing excellence, fostering a culture of curiosity, accountability, creativity, and bold thinking that accelerates both business and people growth.
2. Portfolio Strategy & Growth Stewardship: Shape the future of the portfolio by identifying where to play and how to win, optimizing brands, products, and channels to maximize consumer relevance, commercial impact, and long-term value creation.
Innovation & Future Growth: Build and activate a future-focused innovation agenda that anticipates emerging consumer needs, unlocks new demand spaces, and delivers breakthrough growth opportunities across categories, channels, and occasions.
3. Media, Communications & Consumer Connection: Elevate media and communications into a competitive advantage by creating connected consumer experiences that seamlessly integrate creativity, culture, data, technology, and digital ecosystems to drive brand love and business performance.
4. Shopper & Omnichannel Growth: Reimagine how brands win at the point of decision by developing insight-led shopper and omnichannel strategies that strengthen customer partnerships, increase conversion, and create distinctive consumer experiences across every touchpoint.
5. Enterprise Influence & Collaborative Leadership: Lead through influence by aligning cross-functional teams and external partners around a shared growth vision, mobilizing the organization to transform strategy into exceptional execution and measurable results.
Knowledge, Skills & Abilities
• Demonstrated ability to translate consumer, customer, and market insights into winning growth strategies and business outcomes.
• Strong commercial and analytical acumen, with a track record of making data-driven decisions that drive profitable growth.
• Exceptional communicator and storyteller, capable of influencing and inspiring stakeholders at all levels of the organization.
• Proven leader with the ability to build, coach, and develop high-performing teams while fostering a culture of accountability, innovation, and continuous learning.
• Skilled at leading through influence and building alignment across complex cross-functional and external partner networks.
• Experience representing the organization with customers and external stakeholders, building strong relationships that accelerate business results.
• Deep understanding of the Canadian consumer, customer, and retail landscape, with the ability to identify emerging opportunities and risks.
• Strong strategic thinking and problem-solving capabilities, balancing long-term vision with executional excellence.
• Highly adaptable and resilient, with the ability to navigate ambiguity, manage competing priorities, and thrive in a fast-paced environment.
• Digitally fluent, with the ability to leverage modern marketing tools, media, technology, and analytics to drive impact.
• Advanced proficiency in PowerPoint and Excel, with the ability to synthesize complex information into compelling insights and recommendations.
• Demonstrated commitment to personal growth, intellectual curiosity, and continuous development as a marketing leader.
Experience & Education
• Bachelor's degree required; MBA or equivalent advanced degree strongly preferred.
• Minimum 8-10 years of progressive experience in marketing, innovation, or shopper strategy roles, ideally within CPG
