Senior Brand Manager, Demand Creation Strategy, Salty Snacks

Job Location: Hershey, PA

ROLE OVERVIEW:

The Senior Manager, Demand Creation Strategy (DCS) - Salty is responsible for shaping and executing strategic growth initiatives for the Salty Snacks portfolio. This role develops demand creation strategies that integrate consumer insights, category trends, and brand objectives to drive incremental growth and strengthen category leadership. The position manages portfolio planning, innovation alignment, and go-to-market strategies while partnering with cross-functional teams across Marketing, Sales, Finance, and Supply Chain. Success requires strong analytical skills, strategic vision, and the ability to influence stakeholders in a dynamic, fast-paced environment.

ACCOUNTABILITIES:
Develop and Execute Salty Category Strategies
Lead the creation of integrated demand creation strategies for Salty Snacks, ensuring alignment with business objectives and consumer trends. Translate insights into actionable plans that deliver measurable growth.

Portfolio & Innovation Alignment
Partner with Brand Marketing and R&D to prioritize innovation and renovation initiatives. Ensure pipeline projects align with category strategy and deliver against financial and consumer KPIs.

Go-to-Market Planning & Activation
Own the development of activation plans for new product launches and seasonal programs. Collaborate with Sales, Shopper Marketing, and Commercial teams to ensure flawless execution across channels.

Performance Analysis & Optimization
Monitor category performance metrics, including share, velocity, and profitability. Deliver insights and recommendations to optimize strategies and inform future planning.

Cross-Functional Leadership
Serve as a key liaison between Marketing, Sales, Finance, and Supply Chain to ensure alignment on priorities and resource allocation. Influence stakeholders to accelerate decision-making and drive results.

QUALIFICATIONS:

Strategic & Analytical Thinking
Ability to synthesize data from multiple sources and translate insights into actionable strategies. Skilled in financial modeling and scenario planning.

Category & Consumer Expertise
Deep understanding of salty snacking trends, consumer behavior, and category dynamics. Ability to leverage insights to identify whitespace opportunities.

Project Management Excellence
Strong organizational skills to manage multiple initiatives simultaneously. Proficiency in stage-gate processes and cross-functional coordination.

Collaboration & Influence
Effective communicator with proven ability to build relationships and influence across functions and levels.

Agility & Problem-Solving
Comfortable navigating ambiguity and adapting to changing priorities. Ability to troubleshoot challenges and maintain momentum on projects.

Experience & Education

Education: Bachelor's degree in Marketing, Business, or related field required; MBA preferred.

Experience: 7-10 years in marketing, strategy, or category management within CPG, with experience in demand creation or portfolio strategy. Proven success in managing complex projects and influencing cross-functional teams.

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The Hershey Company is an Equal Opportunity Employer. The policy of The Hershey Company is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual's race, color, gender, age, national origin, religion, citizenship status, marital status, sexual orientation, gender identity, transgender status, physical or mental disability, protected veteran status, genetic information, pregnancy, or any other categories protected by applicable federal, state or local laws.

The Hershey Company is an Equal Opportunity Employer - Minority/Female/Disabled/Protected Veterans.

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