Senior Associate Brand Manager Innovation S&R at Hershey Co.

The individual in this position will be responsible for developing strategic, consumer-based innovation initiatives in support of the Hershey Company’s Sweets and Refreshments Brands (including Jolly Rancher, Twizzlers, Shaq-A-Licious, Ice Breakers, and Bubble Yum). They will lead strategy formation and project execution to address trends/unmet consumer needs and white-space opportunities to achieve Hershey’s innovation growth and profit targets. This includes developing new initiatives from discovery/ideation through to commercialization using Hershey’s stage gate process.

The Sweets & Refreshment Innovation Senior Associate Brand Manager (Sr. ABM) is responsible for translating general strategic direction from management into a set of concrete strategies and plans for the innovation initiatives for which they are responsible. The job requires strategic acumen, leadership, and marketing and general management skills to deliver successful product launches. Objectives will be accomplished through leading cross-functional teams, suppliers, and various external partners.

The Innovation Sr. ABM must have a keen view of the external environment including a) general consumer goods trends, b) competitive assessment, and c) an understanding of both consumers and customers. An Innovation Sr. ABM must be able to develop the strategic direction for their assigned innovation projects including all major marketing decisions regarding product design (e.g. form, shape, & flavor), pricing, packaging, manufacturing plans, and retail execution (e.g. shelf placement, merchandising). An Innovation Sr. ABM must be very effective at:

1) developing and presenting recommendations to senior management

2) engaging cross-functionals to execute innovation projects

3) working collaboratively in a leadership role with Marketing Associates, Marketing Managers, and others in the marketing organization to ensure successful integration and leverage of innovation launches

4) coordinating and leading activities with virtually every function in the company

5) leading and directing the activities of outside suppliers

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:

• Drive for Results: Articulates a compelling vision of success and maintains relentless focus on realizing it. Collaborates across the enterprise, effectively prioritizes and removes barriers that hinder performance.
• Brand-Building Acumen: Has demonstrated continued progression towards mastery of key elements of brand building through a series of assignments with increased responsibility and scope. Specific skills in Brand Equity/Positioning, Creative Development (Traditional Media, Digital and Packaging) and Innovation.
• Knows the Business: Demonstrates deep knowledge of the customer, commercial, operational, financial, and people dimensions of the business. Makes data-driven decisions that balance long-term and short-term objectives for a sustainable future.
• Global Mindset: Has a passion for working across cultures. Sees the business and decisions systematically, understanding how actions influence each other and the whole. Demonstrates a global perspective as well as knowledge of local and regional business concepts and practices. Values diversity of cultures, thinking, and disciplines to deliver objectives.
• Strategic Thinking: Thinks strategically by clearly anticipating future trends, challenges, and consequences, creating breakthrough business strategies and plans to achieve a competitive advantage. Able to develop market positioning strategies aligned with brand equities and architectures.

Education:

• MBA degree or relevant Master’s degree required.

Experience:

• Progression of successful accomplishments at levels of marketing that lead to Senior Associate Brand Manager; to include typically 1-3 years as an Assistant and/or Associate Marketing Manager. The experience should be consistent with the expectations of an Innovation Senior Associate Brand Manager at The Hershey Company. In general, experience in the top-tier consumer products marketing companies is expected.