Location: Hershey, PAHow will you fit in the big picture?The Senior Manager, Demand Creation Strategy (DCS) - Kit Kat is responsible for leading holistic, consumer-grounded growth strategies and innovation initiatives for the Kit Kat brand within Hershey's chocolate portfolio. This role combines strategic brand leadership, innovation pipeline development, and cross-functional commercialization to drive sustainable growth and strengthen brand equity.
As a key leader within the Chocolate Demand Creation Strategy team, this individual identifies growth opportunities by leveraging consumer insights, marketplace trends, competitive intelligence, and category dynamics. The role leads the development and execution of strategic initiatives from discovery and ideation through commercialization, while overseeing a team and influencing senior stakeholders across the organization.
The Senior Manager serves as a strategic thought partner to leadership, ensuring brand strategies are translated into actionable growth plans that support Hershey's long-term business objectives and value creation goals.
What will you do?Strategic Growth & Brand Planning- Lead the development of consumer-grounded growth strategies that address emerging trends, unmet consumer needs, and whitespace opportunities for the Kit Kat brand.
- Translate market insights, business objectives, and consumer learning into actionable strategic plans and innovation roadmaps.
- Develop short- and long-term growth opportunities that support brand health, market share expansion, and business performance.
- Maintain a strong understanding of consumer behavior, retail trends, competitive activity, and the broader snacking and confection categories to identify emerging opportunities.
Innovation & Commercialization Leadership- Lead new product and non-product innovation initiatives from concept development through commercialization.
- Build and manage a robust innovation pipeline that aligns with brand strategy and growth ambitions.
- Evaluate business opportunities and develop recommendations supported by consumer insights, financial considerations, and market potential.
- Ensure successful execution of innovation projects through effective prioritization, resource allocation, and cross-functional collaboration.
Cross-Functional Leadership & Influence- Serve as a primary point of contact for senior leaders and key business partners regarding strategy, project progress, risks, and opportunities.
- Build alignment and drive decision-making across Marketing, Insights, Sales, Finance, R&D, Supply Chain, Commercial Strategy, and external partners.
- Lead project teams and complex initiatives that require coordination across multiple functions and stakeholders.
- Anticipate and address potential barriers, risks, and execution challenges to maintain project momentum and strategic focus.
Team Leadership & Talent Development- Lead, coach, and develop a team of two or more direct reports.
- Establish performance expectations and development plans that support both individual growth and business objectives.
- Provide guidance, feedback, and strategic direction while fostering accountability and high performance.
- Build organizational capability by mentoring team members and promoting best practices in strategy development, innovation, and execution.
Business Analysis & Value Creation- Identify, analyze, structure, and present strategic recommendations to leadership.
- Utilize consumer research, market data, and business analytics to assess opportunities and support investment decisions.
- Leverage syndicated data sources such as Circana, Numerator, and other market intelligence tools to inform strategy and measure performance.
- Drive accountability for business results, economic value creation, and achievement of growth objectives.
Continuous Improvement & Marketing Excellence- Evaluate brand-building and demand creation activities to improve effectiveness, scalability, and business impact.
- Recommend and implement enhancements to tools, processes, governance models, and ways of working.
- Advance organizational effectiveness by promoting innovation, collaboration, and continuous improvement across marketing and strategy functions.
Minimum Education & RequirementsExperience- Minimum 7 years of relevant experience in Brand Management, Marketing Strategy, Innovation, Consumer Insights, Commercial Strategy, Category Leadership, or related fields.
- Experience leading complex brand, innovation, or growth strategy initiatives with measurable business impact.
- Experience managing and developing direct reports prefed
- Strong strategic thinking, business planning, and consumer-centric problem-solving skills.
- Demonstrated ability to identify growth opportunities and translate insights into actionable business strategies.
- Strong leadership skills with experience influencing and aligning cross-functional teams.
- Entrepreneurial mindset with a passion for innovation and growth.
- Excellent analytical, financial, and project management capabilities.
- Ability to manage multiple priorities and navigate ambiguity in a fast-paced environment.
- Strong verbal and written communication skills with the ability to present to and influence senior leadership.
- Experience utilizing syndicated market data and consumer research tools, including Circana and Numerator, preferred.
- Demonstrated accountability for delivering business results and economic value creation.
- Passion for coaching, mentoring, and developing talent.
- Strong understanding of consumer packaged goods, brand management principles, and innovation commercialization processes.
Education - Bachelor's degree in Marketing, Business Administration, Economics, Consumer Insights, Communications, or a related field required.
- MBA or other relevant Master's 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.
The anticipated base salary range for this role is $156,080 to $195,100 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
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