How will you fit in the big picture?

The Sr Mgr Creative Strategy leads strategic advertising and marketing communications initiatives that
shape organizational outcomes and advance Hershey's brand and business objectives. This role
independently manages complex, enterprise-wide workstreams and brings together internal teams,
agencies, and external partners to deliver integrated campaigns with meaningful consumer impact.
As a senior subject matter expert and collaborative leader, the Sr Mgr Creative Strategy translates
consumer, cultural, and performance insights into clear creative direction. The role guides junior team
members, influences stakeholders across organizational levels, and helps strengthen the market presence
of Hershey's iconic brands through innovative, relevant, and results-oriented creative strategies.

What will you do?
• Lead strategic advertising and marketing communications initiatives that align with enterprise, brand,
and business objectives.
• Develop integrated, multi-channel campaign strategies that connect creative ideas to target audiences
and business priorities.
• Direct campaign execution across relevant media channels, including agency coordination, budget
oversight, and contract support.
• Use customer segmentation, buyer personas, and channel insights to optimize audience strategies and
the media mix.
• Partner across Brand, Media, Insights, Sales, and other functions to translate business needs into
actionable creative strategies.
• Lead agency and external-partner relationships, establishing clear expectations, timelines, deliverables,
and measures of success.
• Guide brand activations, promotions, trade shows, and events that strengthen visibility and consumer
engagement.
• Evaluate campaign and promotional performance, using data-driven insights to assess effectiveness
and recommend improvements.
• Communicate recommendations and creative direction to senior stakeholders while building alignment
across teams.
• Coach and support junior team members, encouraging creative excellence, collaboration, and
continuous improvement.

Minimum Requirements

Experience:
• 7+ years of relevant experience in creative strategy, advertising, marketing communications, brand
marketing, integrated marketing, or a related field.
• Experience leading integrated advertising or marketing campaigns across multiple channels.
• Demonstrated ability to translate consumer, cultural, and business insights into effective creative
strategies.
• Experience managing complex projects, agency relationships, budgets, and cross-functional
workstreams.
• Strong understanding of customer segmentation, audience strategy, media channels, and campaign
measurement.
• Experience influencing senior stakeholders and presenting strategic recommendations.
• Demonstrated ability to guide or develop junior team members.
• Strong written, verbal, presentation, and relationship-management skills.
Education:
• Bachelor's degree in Marketing, Advertising, Communications, Business, or a related field.
• Master's degree or equivalent advanced education preferred.
• An equivalent combination of education and relevant professional experience will be considered.

Benefits and Perks

At 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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Job Overview

This role functions as an advanced subject matter expert responsible for leading strategic marketing initiatives and high-impact projects that shape organizational outcomes. The individual independently manages enterprise-wide or strategic workstreams, ensuring alignment with overarching business objectives. They provide leadership to junior team members and serve as a key liaison for cross-functional and external stakeholders, communicating effectively across various organizational levels. The role requires comprehensive expertise in advertising and marketing communications, focusing on the development and execution of strategic campaigns that promote products and brands to targeted audiences. It involves navigating complex challenges through thorough research, collaboration, and impact assessment across multiple areas, thereby enhancing the organization's market presence and brand strength.

Accountabilities

1. Enterprise-Wide Strategic Initiative Leadership
This role leads strategic advertising and marketing communication initiatives that shape organizational outcomes and align with overarching business objectives. The position manages enterprise-wide or strategic workstreams, ensuring coordination across cross-functional teams and external partners.
2. Multi-Channel Campaign Development & Execution
The role develops and implements comprehensive advertising campaigns across multiple media channels, including oversight of budgeting and contract negotiations. It ensures campaigns effectively promote products and brands to targeted audiences while enhancing market presence.
3. Customer Segmentation & Channel Optimization
This responsibility involves identifying and optimizing the mix of advertising and promotional media channels based on customer segmentation and buyer personas. The role ensures strategic alignment between channel selection and target audience characteristics.
4. Brand Activation & Event Coordination
The role coordinates trade shows, congresses, promotions, and events to enhance brand visibility and engagement. It manages promotional activities that strengthen the organization's market presence and brand strength.
5. Campaign Analytics & ROI Assessment
This responsibility focuses on measuring and analyzing the effectiveness of advertising and promotional activities to ensure return on investment. The role uses data-driven insights to inform future strategies and optimize marketing investments.

Minimum Education & Requirements

7+ years

The anticipated base salary range for this role is $143920 to $179900 per year. The actual base salary offered will depend on a variety of job-related factors, including, but not limited to, experience, skill set, education, and training. In addition to a market-competitive base salary, our Total Rewards package includes performance-based incentives and a comprehensive, competitive benefits package designed to support overall physical, mental, and financial well-being (as applicable). Learn more about Hershey's benefits and all the resources Hershey provides to support our employees' physical, emotional, and financial well-being by visiting the Hershey Digital Employee Experience at www.askHRbenefits.hersheys.com