Sr Mgr Seasons Marketing Activation at Hershey

Sr Mgr Seasons Marketing Activation

The seasons activation lead will have primary responsibility for crafting seasonal big idea platforms and seasonal activation (i.e., partnering w/brand teams, omni readiness, in-store readiness, away-from-home). Responsibilities include:

• Breakthrough Big Idea Platforms: Develop and own bold, culturally relevant seasonal platforms that unify storytelling across portfolio, media, omni, in?store POS, and away?from?home efforts to drive distinctiveness and consumer excitement during key seasonal moments
• Integrated Activation Ecosystems: Convert seasonal platforms into cohesive, best?in?class activation plans across paid, earned, shared, and owned (social, POS) ensuring seamless execution and consistent consumer impact at every touchpoint
• Investment Profile: Steward the seasonal investment strategy with consumer connections setting clear funding priorities and balance across PESO model
• Scalable Toolkits: Create clear, compelling seasonal activation toolkits that empower teams to activate consistently and flexibly across channels, accounts, and formats
• Continuous Improvement: Establish performance measurement, test?and?learn pilots, and post?season readouts to refine big idea platforms and activation year over year

Additional responsibilities include being a self-starter with high degree of personal initiative and ability to manage people and lead cross-functional teams.

Qualifications include:

• Consumer Centricity: Deep knowledge of seasonal consumer behavior and cultural moments, with the ability to identify insights that can be translated into breakthrough, ownable seasonal "big ideas."
• Media: Understanding of PESO ecosystem, including how media, digital commerce, in?store POS, and away?from?home activations work together to drive impact
• Analytics: Acumen to assess activation performance, leveraging KPIs, test?and?learn pilots, and post?season readouts to inform future investment and optimization
• Retail: Working knowledge of retail, ecommerce, and retail dynamics, including POS best practices, retailer needs, and how consumers convert across omni journeys

Education and experience: Bachelor's Degree required, MBA or equivalent marketplace experience preferred. 7+ years experience in marketing, media activation, and/or creative.