Brand Manager, Innovation S&R

Job Location: Hershey, PA

Summary:

The individual in this position will be responsible for the development of strategic, consumer-based innovation initiatives in support of the Hershey Company's Sweets and Refreshments Brands (including Jolly Rancher, Twizzlers, Shaq-A-Licious, Ice Breakers, and Bubble Yum). They will lead strategy formation and project execution to address trends/unmet consumer needs and brand white-space opportunities to achieve company innovation growth and profit targets. This includes the identification and assessment of strategic opportunity areas and development of new initiatives, from discovery and ideation, through to commercialization using Hershey's innovation stage gate process.

The Sweets & Refreshment Innovation Manager is responsible for translating the general strategic direction from senior management into a set of concrete strategies and plans for the brands for which they lead innovation. The job requires strategic skills, leadership, and a highly developed set of marketing and general management skills that can translate into successful sales, share and profit results. Objectives will be accomplished through leadership and development of direct reports, cross-functional teams, suppliers and various external partners.

The Innovation Manager must have a keen view of the external environment including a) general trends impacting the business b) competitive assessment and c) an understanding of both consumers and customers. An Innovation Manager requires strong strategic skills and an ability to formulate the strategic direction for the business including all major marketing decisions on new products, product changes, pricing, retail programs, and other key programs that could affect the short- and long-term profitability and share position.

An Innovation Manager must be a strong leader of people. They will supervise Associate Managers and/or Brand Analysts who require continued coaching and development. Also, the Innovation Manager plays a leadership role throughout the corporation in his or her coordination with other functional areas to ensure that the necessary actions occur in support of the brand. They will play a leadership role with outside marketing suppliers such as design agencies or other consultants/suppliers.

The Innovation Manager is the individual that is most directly responsible for the success of the brand's innovation initiatives. They are accountable for contributing significantly to sales growth, financial health, and long-term development of the trademark. They will need to manage effectively in a 360-degree pattern. An Innovation Manager must be very effective at:

• Developing and presenting recommendations to senior management,
• Engaging direct reports to execute marketing plans,
• Working collaboratively in a leadership role with Marketing Managers and others throughout the marketing organization to ensure successful integration and leverage of Innovation launches
• Coordinating and leading activities with virtually every function in the company to achieve the brand's goals, and
• Leading and directing the activities of outside suppliers

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

• Drive for Results: Articulates a compelling vision of success and maintains relentless focus on realizing it. Collaborates across the enterprise, effectively prioritizes and removes barriers and distractions that hinder performance.
• Brand-Building Mastery: Had demonstrated continued progression towards mastery of key elements of brand building through a series of assignments with increased responsibility and scope. Specific mastery of Brand Equity/Positioning, Creative Development (Traditional Media, Digital and Packaging) and Innovation.
• Knows the Business: Demonstrates deep knowledge of the customer, commercial, operational, financial, and people dimensions of the business. Makes data-driven decisions that balance long-term and short-term objectives for a sustainable future.
• Global Mindset: Has a passion for working across cultures. Sees the business and decisions systematically, understanding how actions influence each other and the whole. Demonstrates a global perspective as well
• as knowledge of local and regional business concepts and practices. Values diversity of cultures, thinking, and disciplines to deliver objectives.
• Strategic Thinking: Thinks strategically by clearly anticipating future trends, challenges, and consequences, creating breakthrough business strategies and plans to achieve a competitive advantage. Able to develop and qualify local market positioning strategies for global and local brands to provide differentiated and winning positioning in the local markets and are aligned with Global brand equities and architectures. This role will include both marketing strategy development and strategic business planning development.

Education:

* MBA degree or relevant Master's degree required.

Experience:

* Progression of successful accomplishments at levels of marketing management that lead to Marketing Manager; to include typically 3 years as an Assistant and/or Associate Marketing Manager. The experience should be consistent with the expectations of an Innovation Brand Manager at The Hershey Company. In general, experience in the top-tier consumer products marketing companies is expected.

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