Senior Brand Manager, Growth

Senior Brand Manager, Growth

What will you fit into the big picture?

Functional Snacking is Hershey's protein business, bringing together ONE Bar and FULFIL in a focused, entrepreneurial team. As Senior Brand Manager, Growth, you will lead demand creation across both brands, shaping their positioning, cultural relevance, innovation agenda and go-to-market story. You will guide a small growth team and agency partners while working closely with Business Performance, Sales, Commercial Planning, R&D, Finance and Supply Chain.

What will you do?

• Own the brand foundations, positioning and portfolio architecture for ONE Bar and FULFIL.
• Build modern demand-generation programs across creators, athletes, social, partnerships, campus and field activation, and earned-first campaigns.
• Lead the marketing workstream for the ONE Bar relaunch and the growth plan for FULFIL, including proposition, packaging, launch communications and retailer sell-in stories.
• Co-create the innovation pipeline with R&D and Innovation, from consumer-led ideation through concept, packaging, stage gates and launch.
• Direct agency and creator partners, set clear briefs, raise the creative standard and use a test-and-learn rhythm to move investment toward what works.
• Plan marketing investment across upper and lower funnel activity and partner with Business Performance to measure impact, model returns and support funding decisions.
• Turn category, competitive, consumer and social signals into clear recommendations for brand and portfolio action.
• Develop compelling strategy, relaunch and investment narratives for senior leadership and executive forums.
• Lead and develop the Assistant Brand Manager and creator manager, setting high standards for speed, craft and accountability.
• Partner across Commercial, Sales, Finance, R&D and Supply Chain so plans reach shelf, remain in stock and launch on time.

Minimum Education & Requirements

Experience

• 7+ years of relevant brand and growth marketing experience, consistent with Hershey Senior Manager level standards.
• Demonstrated experience scaling a challenger or high-growth consumer brand in food, beverage, snacking, wellness or an adjacent category; relaunch, category-entry or distribution-expansion experience strongly preferred.
• Strong brand-building capability across insights, positioning, portfolio architecture, packaging, creative development, media strategy and measurement.
• Experience building demand through creators, community, partnerships and earned attention, with evidence of business impact.
• Innovation experience from concept through launch, including retailer sell-in and stage-gate execution.
• Working knowledge of P&L fundamentals, marketing ROI and mix modeling, with confidence reallocating investment based on evidence.
• Proven ability to lead agencies, influence senior stakeholders and move cross-functional teams with clarity and pace.
• Bias for action, sound judgment, high standards and a collaborative, low-ego leadership style.

Education

• Bachelor's degree required. MBA or equivalent marketplace experience preferred; internal Hershey experience may be considered in lieu of an MBA.

• 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.