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Manager, Brand Strategy & Planning

Posted Date:  Sep 22, 2023
Requisition Number:  119306

Location: Hershey, PA



Responsible for advancing brand strategy and planning across Hershey’s total portfolio.


  • Brand Positioning: Work with VP & Director of Brand Strategy and brand teams to lead brand positioning work (the foundation of all brand strategy).
  • Creative Audits: Lead brand creative audits, working with brand teams to review and compile past consumer-facing creative, help facilitate multi-day working sessions, and spearhead next steps.
  • Insight development: Lead insight development and refinement with Marketing & Insights teams on key consumer promotions and major in-house campaign work.
  • Brand Excellence: help advance Hershey’s “Brand Building Framework”, building tools and processes to improve marketing practices, ensure consistency of execution, instill shared language throughout the organization, and serve as a springboard for all strategic planning.
  • Creative Briefs: intake all creative briefs, review with Director of Brand Strategy, and manage feedback with marketers.
  • Marketing Training: Assist Learning & Development leader and Director of Brand Strategy in developing best-in-class marketing training and tools, spanning topics like brand building, positioning, creative briefs, creative feedback, etc.
  • Other Brand Strategy: Lead key brand strategy projects, partnering with Marketing teams and Director of Brand Strategy, inclusive of innovation strategy, brand character work, and more.
  • Creative Review: Participate in The Hershey Company’s two “Creative Councils” – a creative review process where Marketers present content to align with Marketing VPs.
  • Connections Planning: Work with media and Marketing teams to create comprehensive consumer connection plans.
  • Assist with all other brand and creative strategy needs.

Core Competencies:

  • Brand strategy and marketing fundamentals
  • Strong oral and written communications skills
  • Ability to lead projects, build and negotiate timelines, and manage key stakeholders
  • Blending abstract thinking with practical commercial needs
  • Advertising and media
  • Ability to analyze and interpret advertising test/MMM results
  • Collaboration & teamwork
  • Attention to detail
  • Ability to appropriately flex between divergent and convergent thinking as needed


  • Education: Bachelor's degree required
  • 4-6+ years of experience in (A) Planning/Strategy at a Creative Agency, (B) Brand/Marketing Excellence work in CPG, and/or (C) Brand Strategy at a major Marketing Consultancy
  • Experience in Consumer Packaged Goods (CPG) preferred, but not required

Nearest Major Market: Harrisburg

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