Senior Brand Manager, Demand Creation Strategy for Functional Snacking & Protein

Senior Brand Manager, Demand Creation Strategy for Functional Snacking & Protein

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Requisition Number: 130249

Why Hershey: At The Hershey Company, our culture is rooted in purpose and inspired by Milton Hershey’s enduring vision that business should create opportunity for others. Through our commitment to corporate philanthropy, we create positive impact by supporting communities, helping children thrive, and operating as a business for good. This includes our deep and long standing partnership with Milton Hershey School, where we invest in education, workforce readiness, and hands on engagement to help students succeed beyond the classroom. Supported by strategic grantmaking, product donations, cross brand collaboration, and strong employee volunteerism, Hershey offers a place to work where making a difference—locally and globally—is part of how we do business every day.

Location

Required: Hershey, PA

About The Hershey Company

The Hershey Company (NYSE: HSY) is an industry-leading snacks company known for making more moments of goodness through its iconic brands. With a strong portfolio across chocolate, confectionery, and salty snacks, Hershey delights consumers every day. Our beloved brands include Hershey’s, Reese’s, KitKat, Dots Pretzels, Lesser Evil, Jolly Rancher, Twizzlers, Ice Breakers, and more.

At Hershey, we are committed to making a meaningful difference in the communities where we live, work, and do business. This commitment originated with our founder, Milton Hershey, and continues to shape who we are today.

Guided by our employee value proposition, Lead Today. Create Tomorrow, we empower our people to drive impact now while shaping what comes next. Our One Hershey mindset brings teams together across functions, geographies, and businesses, enabling us to operate with speed, collaboration, and shared purpose.

The Hershey Company is proud to be recognized as a top employer in the United States, reflecting our commitment to our people, culture, and purpose.

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 & Requirements

Experience

• 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 & 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.

• 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.