Sr Mgr Trade Promo Strategy Grocery

Location: Hershey Preferred, Open to Remote

Summary:

The Sr. Manager, Trade/Promo Strategy will drive creation and implementation of enhanced promotional strategies for Hershey’s U.S. Confection, Salty Snacks, Grocery and Protein portfolio as well as develop customer investment strategy and tactical trade promotion optimization recommendations for Sales teams supporting Hershey’s U.S. customer base that deliver on total enterprise value creation strategies and financial objectives. The Sr. Manager will contribute to the training, management, and development of the Trade Strategy team, and have ownership of established analytical tools supporting promotional post-event analysis, new leading edge Generative AI-driven trade promotion optimization tool (and related organizational change management leadership responsibility), trade KPI reporting as well as driving continuous evolution of Hershey’s best-in-class tools and analytical approaches. The Sr. Manager will also own development and maintenance of channel level promotional guidelines and playbooks that form the basis for annual promotional strategy and thousands of promotional events created by the Sales organization to achieve financial targets. This role will also personally lead promo analytics and strategy recommendations for top Grocery customers. This position requires strong collaboration with other functions including Sales (including Team Leads & senior Sales Leadership), Customer Planning, Finance, Commercial Planning, Category Management, and Marketing. This is an exciting leadership opportunity within Hershey’s best-in-class, Strategic Revenue Growth Management function.

This position requires personal leadership and initiative, critical and strategic thinking, cross-functional collaboration, ability to work under pressure to meet deadlines, and strong business and financial acumen. This individual will develop strategic and tactical trade recommendations and drive decision making in conjunction with U.S., and U.S. functional, leadership.

Major Duties/Responsibilities:  

• Develops national and/or channel-level promotion strategies, guidelines, and playbooks that deliver on U.S. enterprise value creation objectives (e.g., Net Sales, Volume, Share, Profit, Innovation, Mix improvement)
• Leads integration, maintenance, and change management processes around new Generative AI-driven TPO tool for optimization of trade spend budget for maximum ROI, both within formal annual planning processes as well as in-year real-time recommended course corrections
• Oversees and/or works directly with all Sales teams, Customer Planning / Finance- and on occasion directly with customers- to build optimized, event-level annual promotion plans, also conducting regular in-year reviews of promo effectiveness
• Manages and enhances a performance-based trade architecture model along with Sales Planning / Finance that incents value-creating marketplace behavior, ensuring cross-functional alignment to program’s components and objectives
• Develops, manages, and executes performance management processes, including standardized KPI and ROI reporting for planning and business review purposes

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

• Strong leadership skills and effective team/people management experience
• Very strong technical understanding of key tools and applications (e.g., Excel, Powerpoint / Thinkcell, Tableau, Alteryx, AI driven TPO applications), with proven ability to synthesize multiple data sources (e.g., internal TPM and P&L data, 3rd party syndicated data) to develop insights and strategy recommendations
• Deep experience with econometric (elasticity) and/or financial modeling processes and outputs
• Strong analytical skills and business / financial acumen
• Strong collaboration and communication skills (incl. experience communicating to corporate senior management levels)
• Problem-solving mentality, intellectually curious, and strong critical thinking skills
• Entrepreneurial skills and style
• Ability to prioritize and manage multiple projects, people, and initiatives simultaneously
• Strong knowledge of syndicated data (e.g., IRI, Nielsen) and its nuances
• Strong working knowledge of SAP is a plus

Minimum Education and Experience Requirements:  

• BA/BS in Finance, Economics, Marketing, Business Administration or Equivalent
• Master’s degree preferred
• 7+ years of business experience, with 3+ years of experience in FMCG trade strategy or trade analytics roles strongly preferred
• Ideally experience in Sales, Finance, Marketing, or analytical functions (e.g., Category Mgmt)
• Familiarity with Fast Moving Consumer Goods (FMCG) industry customer base and working knowledge of retail merchandising and in store execution tactics strongly preferred
• People management experience

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The Hershey Company is an Equal Opportunity Employer. The policy of The Hershey Company is to extend opportunities to qualified applicants and employees on an equal basis regardless of an individual's race, color, gender, age, national origin, religion, citizenship status, marital status, sexual orientation, gender identity, transgender status, physical or mental disability, protected veteran status, genetic information, pregnancy, or any other categories protected by applicable federal, state or local laws.
 
The Hershey Company is an Equal Opportunity Employer - Minority/Female/Disabled/Protected Veterans.  

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