Manager, Video Lead (LTV, CTV, YouTube)

Location: Hershey, PA

Department: Consumer Connections

Summary of Role:

The Manager, Video Channel Lead is responsible for driving the strategy, planning, execution, and performance of Hershey’s paid video investments across Linear TV, Connected TV (CTV), YouTube, and emerging digital video platforms. As a key channel owner within the Integrated Media & Strategy function, this individual ensures that video campaigns are audience-centric, platform-optimized, and performance-driven—spanning brand equity, behavioral impact, and business outcomes. This role bridges long-form brand storytelling with short-form cultural relevance, acting as a key connector between Connections Strategy, Creative Studio, Analytics, and Hershey’s media agency partners. The ideal candidate has strong channel expertise, creative sensibility, and a deep understanding of how to sequence and scale video investments across the full funnel.

Role Responsibilities:

• Own End-to-End Paid Video Channel Strategy: Lead the planning, activation, and optimization of Hershey’s paid video media, including Linear TV, CTV, YouTube, and social video platforms (Meta, TikTok, Snapchat). Translate campaign goals and Connections Briefs into full-funnel video flighting and investment strategies.​

• Partner on Platform-Specific Creative & Best Practices: Work closely with Creative Studio and agencies to guide creative asset development tailored to each video environment (e.g., aspect ratios, durations, hook timing, brand integration). Ensure video assets are optimized by platform and use data to inform future creative iterations.​

• Manage Investment Cadence and Cross-Screen Sequencing: Collaborate with media agencies to align Linear and Digital video plans to brand goals, audience strategies, and campaign timelines. Ensure thoughtful sequencing of video assets across screens to maximize impact and avoid oversaturation.​

• Monitor Performance & Drive In-Flight Optimization: Track campaign pacing and KPI delivery (e.g., reach, VTR, brand lift, ROAS), implementing optimizations based on insights. Partner with Marketing Intelligence to analyze MMM, brand studies, and cross-channel performance data.​

• Advance Video Innovation and Learning: Stay at the forefront of evolving video consumption behavior, ad tech capabilities, and platform innovations. Lead pilot tests and partnerships that push boundaries in shoppable video, branded entertainment, or addressable linear media.

Desired knowledge, skills, and abilities:

• Deep knowledge of video platforms, formats, and measurement.​
• Experience working with media buying and creative development teams.​
• Strong optimization and test-and-learn mindset.
• Proven success in cross-channel video strategy and execution.
• Understanding of audience-first media planning, video measurement frameworks, and creative asset requirements
• Deep knowledge of video platforms (YouTube, CTV, Linear, Meta, TikTok) and respective best practices

Minimum Education and Experience Requirements: 

• Education –
  • Bachelor’s degree in Marketing, Media, Communications, or related field
• Experience –
  • At least 5-7 years of experience in video media strategy and buying (TV and/or digital)

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