LocationRequired: Hershey, PA
How will you fit into the big picture?The Senior Brand Manager, Demand Creation Strategy for Functional Snacking & Protein leads high-impact growth initiatives across priority snacking platforms. This role identifies and shapes consumer-led innovation and brand strategies, owns initiatives from insight through commercialization and post-launch learning, and helps expand Hershey's presence in underdeveloped and high-growth spaces. You will provide people leadership for two direct reports while partnering across Marketing, Insights, R&D, Finance, Sales, Supply Chain, Operations, and Commercial teams.
What will you do? • Lead demand creation strategies and initiative roadmaps for Functional Snacking & Protein, using consumer insights, category trends, and performance data.
• Develop Protein and White Space innovation from ideation and concept development through stage-gate review and commercialization.
• Own go-to-market strategy for launches and growth initiatives, including positioning, activation plans, and cross-channel execution.
• Monitor consumer, customer, and financial performance; lead post-launch reviews and apply learning to future portfolio and innovation decisions.
• Integrate cross-functional teams, surface risks and tradeoffs, and influence decisions in a fast-moving, matrixed environment.
• Coach and develop two direct reports, building accountability, engagement, strong execution, and professional growth.
Minimum Education & RequirementsExperience:
7+ years of relevant experience in brand management, innovation, strategy, or category leadership within CPG; food experience strongly preferred. Experience must include ownership of innovation initiatives or launches, translating consumer insights into actionable strategies, and influencing cross-functional teams in a matrixed organization.
Education:
Bachelor's degree in Marketing, Business, or a related field required; MBA preferred.
Benefits & 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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