Director Brand Relevance & Big Moment Marketing

Job Location: Hershey, PA

Note: Will consider candidates who are willing to travel and be in office Tues-Thurs.

Role Overview

The Director of Brand Relevance and Big Moment Marketing is an exciting new role at Hershey and will report to the VP Brand Strategy & Creative Development. We are seeking a marketing leader who will be in charge of campaigns for big events ensures that marketing strategies are effectively tailored to the event's theme and audience. They coordinate across various teams to create cohesive and synergistic campaigns that amplify the event's impact and reach. Additionally, they track campaign performance to measure effectiveness and make data-driven decision for future improvements.

Accountabilities

Top 5 Core Responsibilities / Outcomes Expected

- Leads brand partnerships + promos to build both long-term equity and short-term merchandising

- Leverages brand building framework and demand creation strategies to successfully identify how partners or promotions can deliver against brand's business objectives both in short- and long-term

- Collaborates closely with C-sweet Studio to create meaningful programs that fully leverage fees being paid to partners

- Determines both short- and long-term strategies for how our brands will compete in "non-traditional" ways such as (PR, Integrations, Influencer-marketing, CRM, organic, experiential, long-form video, gaming, esg, etc.)

- Responsible for the implementation of non-traditional tactics in collaboration with both Integrated Marketing Technology and Brand.

Other Applicable Scope Defining Dimensions

• Creative comms planning in conjunction with Integrated Marketing team
• Successfully lead and implement Full FUNNEL creative ideas to deliver against biggest brand moments.
• Works in conjunction with the merchandising excellence team to ensure programs delivering promo/merch building block in accordance with annual plan

Knowledge, Skills & Abilities

• Strong communication skills in both written and verbal form
• Knowledge of all elements of a marketing funnel ranging from audience to brand strategy to comms planning to development and evaluation
• Knowledge of P&L management, Accolade and annual sales planning process
• Understanding of media planning process

Experience & Education

• 10+ years of brand marketing experience
• Bachelor's degree required with MBA preferred
• Commercial experience either in brand marketing or sales

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