Sr. Manager, Marketing Planning & CMI (Head of LATAM)

The Hershey Company; Ciudad de México; Híbrido; MXN 1,856,000 - 2,414,000; Jornada completa

Descripción de la vacante

A global confectionery company is seeking a Sr. Manager, Marketing Planning & CMI to drive consumer insights and innovation strategy across Latin America. The ideal candidate will have 15 years of experience in senior CMI roles within global CPGs and possess advanced English skills. Responsibilities include leading insights development and managing a multi-country team to drive business performance.

Formación

• 15 years in senior CMI roles in global CPGS.
• Experience in Confectionery Industry, CPG or FMCG.
• Advanced English – Level B2 or higher.

Responsabilidades

• Lead the consumer-shopper-customer insight development supporting commercial strategies.
• Define and deliver the Latin America innovation strategy.
• Manage and inspire a multi-country team across Latin America.

Conocimientos

Consumer insights development

Market analysis

Leadership

Advanced analytics

Innovation strategy

Educación

Bachelor degree

Descripción del empleo

Position Title: Sr. Manager, Marketing Planning & CMI (Head of LATAM)

Experience in Confectionery Industry, CPG or FMCG

Dept. / Function: Marketing

Location: CDMX or Guadalajara

Languages: Advanced English – Level B2 or higher

Summary: Lead the consumer-shopper-customer insight development supporting the commercial team with strategic input developing sharp and solid plans. Support the marketing and Mexico and Brasil sales directors with the consumer strategic roadmap (IDL, shopper, quantitative and qualitative research) to deliver strong plans and learning plans for core growth drivers.

Major Duties/Responsibilities:

• 20% Mexico chocolate consumer insight development
• 20% Brasil chocolate consumer insights development
• 20% Mexico S&R consumer insight development
• 10% Mexico shopper insight development
• 30% Innovation development Mexico

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

Consumer & Market Insights (CMI)

• Lead the regional consumer insights agenda, ensuring consumer voice is embedded in all strategic and commercial decisions.
• Translate global frameworks into locally relevant insights (segmentation, need states, shopper missions, occasions).
• Monitor consumer, cultural, and category trends specific to Latin America, highlighting regional growth hotspots.
• Provide foresight to senior leadership on competitive dynamics, portfolio performance, and category expansion opportunities.
• Deploy advanced analytics and digital listening tools to capture fast-evolving consumer behaviors in e-commerce, on-demand delivery, and social media platforms.

Innovation Leadership

• Define and deliver the Latin America innovation strategy, balancing global platforms with local-market breakthroughs.
• Lead regional pipeline creation: identifying white spaces, developing concepts, and driving launches tailored to local tastes, formats, and price points.
• Partner with R&D centers, supply chain, and marketing to adapt global innovations for regional relevance and cost structures.
• Champion packaging and business model innovation (affordability packs, sustainability-led solutions, digital-enabled consumption models).
• Accelerate speed-to-market using agile test-learn-launch methodologies, piloting in key Latin American cities before scaling.

Leadership & Influence

• Manage, coach, and inspire a multi-country team of insights and innovation managers across Latin America.
• Act as the regional voice of the consumer in strategic discussions with the GM Latin America.
• Build strong partnerships with General Manager and Marketing Director, ensuring consumer insights and innovation drive business performance.
• Represent Latin America in global CMI & innovation forums, ensuring the region’s unique consumer dynamics are prioritized.

Education: Bachelor degree

Experience: 15 years in senior CMI roles in global CPGS