Senior Brand Manager, Demand Creation - Functional Snacking

The Hershey Company; Hershey (PA); On-site; USD 110,000 - 160,000; Full time

Benefits offered by this job

Health & Wellbeing

Financial Security

Time Off & Flexibility

Growth & Development

Job summary

The Senior Brand Manager, Demand Creation Strategy for Functional Snacking & Protein leads high-impact growth initiatives across priority snacking platforms. This role identifies and shapes consumer-led innovation, owns initiatives from insight through commercialization and post-launch learning, and expands Hershey's presence in high-growth spaces.

You will provide people leadership for two direct reports while partnering across Marketing, Insights, R&D, Finance, Sales, Supply Chain, Operations

Qualifications

• 7+ years in brand management, innovation, strategy, or category leadership within CPG; food experience strongly preferred.
• Experience must include ownership of innovation initiatives or launches, translating consumer insights into actionable strategies, and influencing cross-functional teams in a matrixed organization.
• Bachelor's degree in Marketing, Business, or related field; MBA preferred.

Responsibilities

• Lead demand creation strategies and initiative roadmaps for Functional Snacking & Protein, using consumer insights, category trends, and performance data.
• Develop Protein and White Space innovation from ideation and concept development through stage-gate review and commercialization.
• Own go-to-market strategy for launches and growth initiatives, including positioning, activation plans, and cross-channel execution.
• Monitor consumer, customer, and financial performance; lead post-launch reviews and apply learning to future portfolio and innovation decisions.
• Integrate cross-functional teams, surface risks and tradeoffs, and influence decisions in a fast-moving, matrixed environment.
• Coach and develop two direct reports, building accountability, engagement, strong execution, and professional growth.

Skills

Brand management

Innovation strategy

Cross-functional leadership

Go-to-market

Consumer insights

CPG industry

Education

Bachelor's degree in Marketing, Business, or related field

MBA preferred

Job description

The Senior Brand Manager, Demand Creation Strategy for Functional Snacking & Protein leads high-impact growth initiatives across priority snacking platforms. This role identifies and shapes consumer-led innovation, owns initiatives from insight through commercialization and post-launch learning, and expands Hershey's presence in high-growth spaces.

You will provide people leadership for two direct reports while partnering across Marketing, Insights, R&D, Finance, Sales, Supply Chain, Operations