Location: Hershey, PAHow will you fit in the big picture?The Senior Manager, Chocolate Demand Creation Strategy (DCS) - Reese's is responsible for leading strategic, consumer-grounded growth initiatives that drive long-term brand and business performance. This role develops and executes growth strategies by identifying emerging consumer trends, unmet needs, competitive dynamics, and whitespace opportunities across the snacking and confectionery landscape. The position leads innovation and brand-building initiatives from discovery and ideation through commercialization, partnering closely with cross-functional teams to deliver enterprise-impacting results.
As a senior leader, this role combines deep marketing expertise, consumer insight, business strategy, and innovation leadership to shape future growth opportunities for the Reese's brand. The role influences senior stakeholders, leads a team of marketers, and translates complex market intelligence into actionable business strategies that drive sustainable growth.
What will you do?- Lead the development of consumer-grounded growth strategies that address emerging trends, unmet consumer needs, and marketplace opportunities for the Reese's brand.
- Identify, evaluate, and prioritize whitespace opportunities through analysis of consumer behavior, category trends, competitive activity, and retail dynamics.
- Drive innovation initiatives from discovery and concept development through commercialization, ensuring alignment with brand strategy and business objectives.
- Partner closely with Insights, R&D, Supply Chain, Commercial, Finance, and external agency partners to develop and execute integrated growth plans.
- Lead cross-functional teams and influence stakeholders across the organization to ensure successful execution of strategic initiatives.
- Develop compelling recommendations and present strategic opportunities, business cases, and investment priorities to senior leadership.
- Monitor consumer, category, competitive, and retail trends to inform future brand strategy and innovation roadmaps.
- Direct external agency, research vendor, and supplier partnerships to generate insights and accelerate growth initiatives.
- Lead, coach, and develop a team of marketers while fostering a culture of innovation, collaboration, and accountability.
- Leverage data, analytics, and syndicated market information to evaluate opportunities, measure performance, and optimize business decisions.
Minimum Education & RequirementsExperience- Minimum 7 years of progressive experience in brand management, marketing, innovation, strategy, consumer insights, or related business functions.
- Experience developing and executing growth strategies, innovation pipelines, and brand initiatives.
- Demonstrated ability to lead complex cross-functional projects and influence decision-making across multiple stakeholder groups.
- Experience leading, coaching, or developing teams preferred.
- Strong strategic thinking, analytical, and business acumen skills.
- Excellent verbal, written, and presentation communication skills with experience presenting to senior leadership.
- Experience utilizing syndicated data and consumer insights tools (e.g., Circana, Numerator) preferred.
- Proven ability to manage multiple priorities, drive results, and create business value in a fast-paced environment.
Education- Bachelor's degree required.
- MBA or other relevant advanced degree preferred.
Benefits and PerksAt Hershey, we offer competitive pay and a comprehensive total rewards package designed to support your wellbeing, financial security, and life outside of work.
- Health & Wellbeing: Medical, dental, and vision coverage, plus wellness programs that support your physical and mental health
- Financial Security: Competitive pay, annual incentive opportunities, and a 401(k) with company match
- Time Off & Flexibility: Paid time off, company holidays, and flexible ways of working where applicable
- Growth & Development: Career development programs, learning opportunities, and internal mobility
Benefits may vary based on role, location, and eligibility.
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