Associate Brand Manager

Job Category: Brand Marketing
Job Type: Full Time
Job Location: Hershey - PA

The Hershey Company

The Associate Brand Manager (ABM) will have responsibility for specific projects and activities in support of the ONE Protein businesses, spanning Targeting & Positioning, Innovation, Advertising, Merchandising, and Business Tracking & Management. This role reports to the Brand Manager, ONE.

ONE is a highly dynamic business — and the ABM will play a key role in shaping the strategic path forward. Since 2020, the Protein business at Hershey has been in flux as we have integrated the business into the broader Hershey Organization and now role up to VP, Marketing CMG. Additionally over the last 5 years, the Protein category has evolved into one driven by form innovation with Protein Chips, Protein Puffs, & Protein Pastries driving an outsized contribution of growth vs historic protein bar form. ONE has been inroads here with ONE Puffs. The ONE ABM will be instrumental in leading execution and launch strategy for incremental forms and continuing to drive ONE Puffs. ONE faces challenges with a highly dynamic and evolving protein category driven by form and flavor innovation. To combat these headwinds, the ONE ABM must jump in and deliver critical project delivery to keep up with the evolving protein landscape and help shape the strategy of ONE and protein at Hershey over the next 3 years.

The ABM must be a strong leader of people in cross-functional assignments as they play a leadership role throughout the organization, coordinating with other teams to ensure necessary actions occur in support of their marketing position.

Additionally, this role requires an individual with a business owner mentality comfortable with high levels of autonomy and a passion to drive their assigned business units. They need to have strong analytical skills with the ability to analyze large sets of data, identify insights, build compelling strategic plans, and influence the organization to take action. Individuals must have a keen view of the external environment including general trends impacting the business, competitive awareness, and an understanding of both consumers and customers.

The ideal candidate is someone who can hit the ground running by managing the day-to-day operations of assigned business units, leading the cross-functional team in delivering key initiatives, and working with our partners (agencies, internal, and external) to develop and execute marketing plans from in-store to digital & social activations.

Responsibilities:

  • Assist the Brand Manager in strategic planning for assigned business units including annual business review, brand plans, 3-year vision and strategy
  • Present business driving and strategic recommendations to leadership and cross functional teams based on business and competitive analysis while developing stronger ways of working within the Hershey framework and organization
  • Partner with Strategic Growth & Innovation teams on pipeline development for ONE brand and lead execution of innovation launch strategy to drive strategic brand growth by actively gathering, analyzing and assessing innovation and renovation opportunities
  • Leadership of activities and projects that will result in the successful implementation of marketing plans including informing business cases and assisting customer teams with sell-in opportunities
  • Accountable for week-to-week management of a variety of innovation projects from more turn-key product extensions to longer term portfolio expansion opportunities
  • Overall portfolio management for ONE Protein business
  • Business lead for Customer Team connections, responsible for collaboration and coordination on assigned business units
  • Ongoing partnership with supply chain & manufacturing to prioritize production as needed
  • General business management for ONE Protein to include retail analysis, consumer insights analysis, IBM, budget, waste minimization, continuous improvement, SKU management, and key event management
  • Personal Training and Development

Qualifications:

Education

  • Bachelor’s degree required.
  • MBA preferred.

Experience/Skills:

  • At least 3 years of related work experience.
  • Superior leadership skills.
  • Must be self-motivated and exhibit an entrepreneurial spirit.
  • Overall business knowledge and holistic general management approach.
  • Superior strategic thinking and planning.
  • Outstanding analytical abilities.
  • Experience working with syndicated databases, i.e. IRI, is a plus.
  • Ability to manage and prioritize multiple projects within scheduled timelines.
  • Possesses solid project management skills from planning stage to execution.
  • 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 a wide breadth of audiences including senior management.
  • State-of-the-art functional marketing expertise in some, if not all, areas of marketing.
  • Economic value creation mindset.
  • Lifelong learner with potential to be a strong people developer.

 

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