Sr Mgr Creative Strategy

The Hershey Company

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.

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 in the big picture?

The Sr Mgr Creative Strategy leads strategic advertising and marketing communications initiatives that shape organizational outcomes and advance Hershey’s brand and business objectives. This role independently manages complex, enterprise-wide workstreams and brings together internal teams, agencies, and external partners to deliver integrated campaigns with meaningful consumer impact. As a senior subject matter expert and collaborative leader, the Sr Mgr Creative Strategy translates consumer, cultural, and performance insights into clear creative direction. The role guides junior team members, influences stakeholders across organizational levels, and helps strengthen the market presence of Hershey’s iconic brands through innovative, relevant, and results-oriented creative strategies.

What will you do?

• Lead strategic advertising and marketing communications initiatives that align with enterprise, brand, and business objectives.
• Develop integrated, multi-channel campaign strategies that connect creative ideas to target audiences and business priorities.
• Direct campaign execution across relevant media channels, including agency coordination, budget oversight, and contract support.
• Use customer segmentation, buyer personas, and channel insights to optimize audience strategies and the media mix.
• Partner across Brand, Media, Insights, Sales, and other functions to translate business needs into actionable creative strategies.
• Lead agency and external-partner relationships, establishing clear expectations, timelines, deliverables, and measures of success.
• Guide brand activations, promotions, trade shows, and events that strengthen visibility and consumer engagement.
• Evaluate campaign and promotional performance, using data-driven insights to assess effectiveness and recommend improvements.
• Communicate recommendations and creative direction to senior stakeholders while building alignment across teams.
• Coach and support junior team members, encouraging creative excellence, collaboration, and continuous improvement.

Minimum Requirements

Experience

• 7+ years of relevant experience in creative strategy, advertising, marketing communications, brand
• marketing, integrated marketing, or a related field.
• Experience leading integrated advertising or marketing campaigns across multiple channels.
• Demonstrated ability to translate consumer, cultural, and business insights into effective creative
• strategies.
• Experience managing complex projects, agency relationships, budgets, and cross-functional
• workstreams.
• Strong understanding of customer segmentation, audience strategy, media channels, and campaign
• measurement.
• Experience influencing senior stakeholders and presenting strategic recommendations.
• Demonstrated ability to guide or develop junior team members.
• Strong written, verbal, presentation, and relationship-management skills.

Education

• Bachelor's degree in Marketing, Advertising, Communications, Business, or a related field.

• Master's degree or equivalent advanced education preferred.

• An equivalent combination of education and relevant professional experience will be considered.

• Benefits and 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

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Job Overview

This role functions as an advanced subject matter expert responsible for leading strategic marketing initiatives and high-impact projects that shape organizational outcomes. The individual independently manages enterprise-wide or strategic workstreams, ensuring alignment with overarching business objectives. They provide leadership to junior team members and serve as a key liaison for cross-functional and external stakeholders, communicating effectively across various organizational levels. The role requires comprehensive expertise in advertising and marketing communications, focusing on the development and execution of strategic campaigns that promote products and brands to targeted audiences. It involves navigating complex challenges through thorough research, collaboration, and impact assessment across multiple areas, thereby enhancing the organization’s market presence and brand strength.

Accountabilities

1. Enterprise-Wide Strategic Initiative Leadership

This role leads strategic advertising and marketing communication initiatives that shape organizational outcomes and align with overarching business objectives. The position manages enterprise-wide or strategic workstreams, ensuring coordination across cross-functional teams and external partners.

2. Multi-Channel Campaign Development & Execution

The role develops and implements comprehensive advertising campaigns across multiple media channels, including oversight of budgeting and contract negotiations. It ensures campaigns effectively promote products and brands to targeted audiences while enhancing market presence.

3. Customer Segmentation & Channel Optimization

This responsibility involves identifying and optimizing the mix of advertising and promotional media channels based on customer segmentation and buyer personas. The role ensures strategic alignment between channel selection and target audience characteristics.

4. Brand Activation & Event Coordination

The role coordinates trade shows, congresses, promotions, and events to enhance brand visibility and engagement. It manages promotional activities that strengthen the organization's mar