Responsibilities

• 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.

Requirements

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

Preferred

• MBA or equivalent marketplace experience preferred

Benefits

• 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.