The Hershey Company
Director Shopper Marketing & Digital Merchandise
The Hershey Company, Hershey, Pennsylvania, United States, 17033
Overview
Director Shopper Marketing & Digital Merchandise
role at
The Hershey Company . Location: Hershey, PA. Ideal location for this position is East Coast with hybrid travel to Hershey. The role of Director Shopper Marketing & Digital Merchandise is a leadership role accountable for developing and executing strategies to influence shoppers and consumers’ purchasing decisions at the Point of Sale, both in physical stores and online (strategically displaying our products). It requires a deep understanding of shopper behavior and the evolving Shopper Journey, retail media and omnichannel strategies aimed to drive sales and brand engagement by enhancing the shopping experience. For Digital Merchandise, the role is responsible for maximizing the digital shelf for consumers by ensuring the right images, videos, product descriptions, and appealing layouts on websites and apps. Expected outcomes are unique and innovative shopper marketing & digital merchandise solutions that are a Win for the Shopper, Win for Hershey and Win for the Customer. Accountabilities
Top 5 Core Responsibilities / Outcomes Expected Shopper Marketing & Digital Merchandise Strategy: Develop and implement holistic and consistent shopper marketing plans & digital merch solutions that align with HSY Portfolio/Brand objectives across CMG and Salty to address specific retailer/marketplace needs. Budget Management: Ensure that shopper marketing & digital merch spending is linked to strategic goals, measurable outcomes and P&L health. Cross-functional & Agency leadership: Lead across Functions and Agencies supporting the execution of Shopper Marketing & Digital Merchandise initiatives, including material design, production, and implementation across Retail/Customers/Marketplaces. Shopper Knowledge & Insights: Partner with Shopper Insights to utilize data to inform targeting, strategies and investments in Shopper Marketing & Digital activities, staying up to date on the latest trends and innovation in Omni Shopper solutions. Customer Knowledge & Sales Partnership: Partner with Sales to ensure key tentpole activations deliver Hershey objectives and customer strategies. Other Applicable Scope Defining Dimensions
Role interacts with Commercial VPs across the Growth Office and BU; and Marketing, Insights, Media, Customer/Sales leaders. Impact Business Performance at the Point of Sale, influencing shopper and consumer purchasing decisions. Qualifications
Knowledge, Skills & Abilities
Strategic Thinking: Ability to translate Marketing Strategies into Shopper Marketing & Digital Merch solutions. Analytical Skills: Analyze Shopper & Consumer data and translate it into actionable and winning strategies. Omnichannel: Strong experience managing omnichannel retail strategies aimed to influence purchasing decisions. Leadership & Partnership: Able to collaborate across multiple functions to deliver on objectives across physical and digital shopper touchpoints. Experience & Education
Experience: 10+ years of experience in Shopper Marketing, Trade Marketing, Omnichannel Marketing, within the CPG Industry. Education: Bachelor’s Degree in Marketing, Business or related Commercial Field; MBA preferred. Seniority level
Director Employment type
Full-time Job function
Marketing and Sales Industries
Manufacturing
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Director Shopper Marketing & Digital Merchandise
role at
The Hershey Company . Location: Hershey, PA. Ideal location for this position is East Coast with hybrid travel to Hershey. The role of Director Shopper Marketing & Digital Merchandise is a leadership role accountable for developing and executing strategies to influence shoppers and consumers’ purchasing decisions at the Point of Sale, both in physical stores and online (strategically displaying our products). It requires a deep understanding of shopper behavior and the evolving Shopper Journey, retail media and omnichannel strategies aimed to drive sales and brand engagement by enhancing the shopping experience. For Digital Merchandise, the role is responsible for maximizing the digital shelf for consumers by ensuring the right images, videos, product descriptions, and appealing layouts on websites and apps. Expected outcomes are unique and innovative shopper marketing & digital merchandise solutions that are a Win for the Shopper, Win for Hershey and Win for the Customer. Accountabilities
Top 5 Core Responsibilities / Outcomes Expected Shopper Marketing & Digital Merchandise Strategy: Develop and implement holistic and consistent shopper marketing plans & digital merch solutions that align with HSY Portfolio/Brand objectives across CMG and Salty to address specific retailer/marketplace needs. Budget Management: Ensure that shopper marketing & digital merch spending is linked to strategic goals, measurable outcomes and P&L health. Cross-functional & Agency leadership: Lead across Functions and Agencies supporting the execution of Shopper Marketing & Digital Merchandise initiatives, including material design, production, and implementation across Retail/Customers/Marketplaces. Shopper Knowledge & Insights: Partner with Shopper Insights to utilize data to inform targeting, strategies and investments in Shopper Marketing & Digital activities, staying up to date on the latest trends and innovation in Omni Shopper solutions. Customer Knowledge & Sales Partnership: Partner with Sales to ensure key tentpole activations deliver Hershey objectives and customer strategies. Other Applicable Scope Defining Dimensions
Role interacts with Commercial VPs across the Growth Office and BU; and Marketing, Insights, Media, Customer/Sales leaders. Impact Business Performance at the Point of Sale, influencing shopper and consumer purchasing decisions. Qualifications
Knowledge, Skills & Abilities
Strategic Thinking: Ability to translate Marketing Strategies into Shopper Marketing & Digital Merch solutions. Analytical Skills: Analyze Shopper & Consumer data and translate it into actionable and winning strategies. Omnichannel: Strong experience managing omnichannel retail strategies aimed to influence purchasing decisions. Leadership & Partnership: Able to collaborate across multiple functions to deliver on objectives across physical and digital shopper touchpoints. Experience & Education
Experience: 10+ years of experience in Shopper Marketing, Trade Marketing, Omnichannel Marketing, within the CPG Industry. Education: Bachelor’s Degree in Marketing, Business or related Commercial Field; MBA preferred. Seniority level
Director Employment type
Full-time Job function
Marketing and Sales Industries
Manufacturing
#J-18808-Ljbffr