Job Details

Sr Brand Manager

Company name
The Hershey Company

Hershey, PA

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Sr Brand Manager




Title: Sr Brand Manager

Location: Hershey, PA

The individual in this position is the “prime mover” for the brands in his or her area of responsibility (or season/pack type/new products as described later). The Marketing Manager has sales and profit & loss responsibility for a major brand or a group of brands in our U.S. business.

The Sr Marketing Manager is responsible for translating the general strategic direction from senior management into a set of concrete strategies and plans for the brands he or she is responsible for. The job requires strategic skills, leadership, and a highly developed set of marketing and general management skills that can translate into successful sales, share and profit results.

The Sr Marketing Manager must have a keen view of the external environment including a) general trends impacting the business b) competitive assessment and c) an understanding of both consumers and customers. A Sr Marketing Manager requires strong strategic skills and an ability to formulate the strategic direction for the business including all major marketing decisions on advertising, promotion, product changes, pricing, new products, retail programs, and other key programs that could affect the short and long-term profitability and share position.

A Sr Marketing Manager must be a strong leader of people. He or she will usually manage several Associate Brand Managers / Brand Managers who require continued coaching and development. Also, the Sr Marketing Manager plays a leadership role throughout the corporation in his or her coordination with other functional areas to ensure that the necessary actions occur in support of the brand. He or she will play a leadership role with outside marketing suppliers such as ad agencies.

The Sr Marketing Manager is the individual that is most directly responsible for the success of the brand. He or she is accountable for the sales growth, financial health, and long-term development of the trademark. He or she will need to manage effectively in a 360-degree pattern. A Sr Marketing Manager must be very effective at:

1) developing and presenting recommendations to senior management,

2) engaging direct reports to execute marketing plans,

3) working collaboratively in a leadership role with Brand Managers and others throughout the marketing organization to ensure successful integration and leverage of packtype, seasons, and new product programs,

4) coordinating and leading activities with virtually every function in the company to achieve the brand’s goals, and 5) leading and directing the activities of outside suppliers including ad and promotion agencies.

In addition to Sr Marketing Managers who are responsible for traditional brand management, Hershey also has Marketing Managers who perform similar leadership roles for packtypes, seasons, channels, and new products. In each case the Sr Brand Manager is responsible for the overall growth and profitability of his or her area of responsibility and accountable for successful planning and execution on the business. The job responsibilities are very similar to those described above except the focus in on a packtype, season, channel or new product instead of an existing brand. In each of these positions, the Sr Makreting Manager is working to not only support the needs of the brands but also maximize Hershey’s results in these respective areas.

The Sr Marketing Manager position is one that requires the highest level of demonstrated performance and proficiency at the Brand Manager level. These Sr. Marketing Manager positions will support a business that is of the highest strategic significance for the company. Often the position will have a higher level of sales accountability and/or more direct reports, but the overriding consideration is the strategic significance of the position as defined by the Chief Marketing Officer.

/Summary of major duties:/*

Strategic, annual and marketing planning and periodic re-planning on the business

Leadership of activities inside and outside the company that will result in successful implementation of marketing plans

Performance management activities including personal training and development

External and internal assessments of the business environment, competitors, customers, market trends and the implications to the Manager’s area of responsibility

Presentations made to Hershey’s customers.

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

Superior strategic thinking and planning

Overall business knowledge and holistic general management approach

Superior leadership skills

Outstanding analytical abilities

Ability to nurture and contribute to innovation and creative solutions

Demonstrated ability to be accountable for sales and income results

Strong verbal and written communicator to wide breadth of audiences including senior management

State-of-the-art functional marketing expertise

Economic value creation mindset

Lifelong learner and strong people developer

/Minimum Education and Experience Requirements: /*

/Education: /* Bachelor’s Degree in Marketing, Business Administration or similar fields; MBA degree required.

Experience*: Progression of successful accomplishments at levels of marketing management that lead to Sr Marketing Manager to include typically at least 3 years as a Brand Manager. The experience should be consistent with the particular role for the Sr Brand Manager. In general, experience in the top-tier consumer products marketing companies is expected.

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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Company info

The Hershey Company
Website :

Company Profile
The Hershey Company (NYSE: HSY) is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery. Headquartered in Hershey, Pa., The Hershey Company has operations throughout the world and approximately 14,000 employees. With revenues of more than $6 billion, Hershey offers confectionery products under more than 80 brand names, including such iconic brands as HERSHEY'S, REESE'S, HERSHEY'S KISSES, HERSHEY'S BLISS, HERSHEY'S SPECIAL DARK, KIT KAT, TWIZZLERS, JOLLY RANCHER and ICE BREAKERS. Hershey also offers premium and artisan chocolate products under such brands as SCHARFFEN BERGER and DAGOBA through the Artisan Confections Company, a wholly owned subsidiary. The company is focused on growing its presence in key international markets such as China and Mexico while continuing to build its competitive advantage in the United States and Canada.

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