Senior Manager, Innovation Protein & Functional Snacking

Job Location: Hershey, PA

ROLE OVERVIEW:

The Senior Manager, Demand Creation Strategy (DCS) - Protein & Functional Snacking is responsible for driving strategic growth initiatives and activation plans across high-growth snacking platforms. This role partners with cross-functional teams to develop and execute demand creation strategies that integrate consumer insights, category trends, and brand objectives. The position manages portfolio planning, innovation alignment, and go-to-market strategies to deliver profitable growth and strengthen category leadership. Success requires strong analytical skills, strategic thinking, and the ability to influence across multiple stakeholders in a dynamic environment.

ACCOUNTABILITIES:
Develop and Execute Demand Creation Strategies
Lead the creation of integrated strategies for Protein and Functional Snacking categories, ensuring alignment with business objectives and consumer trends. Translate insights into actionable plans that drive incremental growth.

Portfolio & Innovation Alignment
Partner with Brand Marketing and R&D to prioritize innovation and renovation initiatives. Ensure pipeline projects align with category strategy and deliver against financial and consumer KPIs.

Go-to-Market Planning & Activation
Own the development of activation plans for new product launches and seasonal programs. Collaborate with Sales, Shopper Marketing, and Commercial teams to ensure flawless execution across channels.

Performance Analysis & Optimization
Monitor category performance metrics, including share, velocity, and profitability. Deliver insights and recommendations to optimize strategies and inform future planning.

Cross-Functional Leadership
Serve as a key liaison between Marketing, Sales, Finance, and Supply Chain to ensure alignment on priorities and resource allocation. Influence stakeholders to accelerate decision-making and drive results.

QUALIFICATIONS:
Strategic & Analytical Thinking
Ability to synthesize data from multiple sources and translate insights into actionable strategies. Skilled in financial modeling and scenario planning.

Category & Consumer Expertise
Deep understanding of snacking trends, consumer behavior, and category dynamics. Ability to leverage insights to identify whitespace opportunities.

Project Management Excellence
Strong organizational skills to manage multiple initiatives simultaneously. Proficiency in stage-gate processes and cross-functional coordination.

Collaboration & Influence
Effective communicator with proven ability to build relationships and influence across functions and levels.

Agility & Problem-Solving
Comfortable navigating ambiguity and adapting to changing priorities. Ability to troubleshoot challenges and maintain momentum on projects.

Experience & Education:
Education: Bachelor's degree in Marketing, Business, or related field required; MBA preferred.

Experience: 7-10 years in marketing, strategy, or category management within CPG, with experience in demand creation or portfolio strategy. Proven success in managing complex projects and influencing cross-functional teams.

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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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