Senior Associate Manager, Online Merchandising Target

Job Location: Remote

Summary:

• The Sr. Assoc. Online Merchandising role is directly responsible for developing and growing the 
• Target business by closely collaborating with internal and external cross-functional partners to 
• optimize digital/ecom to drive total business results. Including planning and execution of the digital 
• shelf, content strategy and development, merchandising programming, agency management and 
• organic and paid search optimization.
• The role is also responsible for developing best-in-class industry, competitive landscape, and market 
• trend knowledge and layer it with account-specific insights to uncover and pursue revenue growth 
• opportunities. 

Summary of major duties:

• Owns paid search strategy and plans and is the paid search expert as a 
• part of the Holistic media planning for the accounts in his/her portfolio. 
• Collaborates with Associate Manager of Paid Search to execute strategy 
• with agency. Leverages learnings through agile process to optimize 
• strategy to continue to optimize ROI.
• Owns the planning and execution of each account’s digital shelf 
• merchandising / paid search / content and product optimization.
• Partner cross functionally with Sales, Omni Marketing Lead, Media, 
• Category Management, Digital Capabilities, Brand/Season, and other 
• cross functional teams to build data and insights led commercial plans
• Co-owns with Content team content being syndicated appropriately for 
• each retailer and conducts audits to determine gaps to optimize PDPs.
• Uses available data & insights (Sales, Market Share, Digital Shelf, Keyword 
• Insights, Online Traffic Data, Display and Search Campaign Results Etc.to 
• provide sound merchandising / marketing / promotional / product optimization 
• recommendations (prescriptive selling). 
• Establishes media reporting/KPI’s to ensure progress against objectives and 
• communicates campaign results back to the organization (i.e. inputs to MMM). 
• Partners with Target Site Merch and Search Teams to drive Hershey visibility 
• across digital touchpoints (keywords, landing pages, category pages etc.)
• Closely collaborates with IS, Omni Marketing, Insights and Brand teams to 
• leverage mobile/digital technology expertise, available digital assets and learnings 
• in executing the Digital plan.
•  Co-owns Omni planning with broader sales team and owning strategy to support 
• the business – line reviews, business performance, recommendations
•  Forecasts digital portion of the business on a monthly and annual basis to 
• inform total Digital Commerce forecast and building blocks
• Partners with Omni Marketing Manager on Annual/Quarterly planning (AOP)
• Owns DCAL (e.g. Digital Catalog) in close partnership with Sales team
• Supports negotiation, strategy, and delivery of JBP with Roundel

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

• Paid Media & Digital Commerce experience.
• Knowledge of SEO, Digital merchandising and digital marketing required.
• Demonstrated strong business judgment and decision-making skills; ability to identify, prioritize, 
• and articulate high impact initiatives.
• Ability to work effectively in a matrix environment
• Proven ability to translate insights into sound merchandising / marketing / promotional / product 
• optimization recommendations (prescriptive selling).
• Excellent communication skills, including strong oral and presentation skills 
• Aptitude for problem solving/quick learning
• Positive attitude and high level of energy

Minimum Education and Experience Requirements:
Education: BA/BS in business, marketing, data, or comparable field degree; MBA not required 
Experience: 4+ years of experience managing digital marketing or Digital Commerce business 
– CPG background preferred, not required

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