Sr. Manager, Commerce Media

Location: Hershey, PA

Department: Consumer Connections

Summary of Role:

The Senior Manager, Commerce Media is the operational and strategic lead responsible for the day-to-day management of Hershey’s retail media investments across key retail media networks (RMNs)—including Amazon Ads, Walmart Connect, Kroger Precision Marketing, Roundel (Target), and others. This individual owns cross-functional execution, channel performance, and retail partner coordination to ensure media drives meaningful impact at the digital shelf. Sitting within the Commerce Media & Enablement function of the Consumer Connections organization, this role works closely with Brand Marketing, Shopper Marketing, Retail Search, Content, and Media Strategy teams to connect upper- and lower-funnel efforts into one cohesive, omnichannel commerce approach. The ideal candidate combines performance media expertise with operational leadership and a retailer-first mindset.

Role Responsibilities:

• Oversee Daily Campaign Management Across RMNs: Lead the planning, execution, and optimization of media across all priority retailers—including on-site display, paid search, off-site programmatic, video, and seasonal placements. Coordinate timelines, assets, budgets, and approvals with agencies, RMNs, and internal stakeholders.​

• Manage Retail Media Investment Cadence & Budgeting: Oversee weekly pacing, budget reconciliation, and media investment planning aligned to Joint Business Plans (JBPs), retailer windows, and brand priorities. Partner with Finance and Marketing Intelligence to ensure accurate reporting and forecasting.​

• Lead Agency & Retailer Partner Collaboration: Act as the daily point of contact for RMNs and agency partners, ensuring campaign delivery meets timelines, specs, and performance goals. Stay current on retailer media capabilities, beta opportunities, and executional nuances to drive innovation and test-and-learn programs.​

• Align Media Plans to Retailer Content, Search & Activation: Collaborate with Retail Search, PDP Content, and Shopper Marketing teams to ensure media is fully integrated into the broader commerce ecosystem. Ensure media content aligns to retailer guidelines, PDP strategy, and omnichannel storytelling.​

• Analyze Campaign Performance & Inform Optimization: Monitor channel KPIs (e.g., ROAS, attributed sales, conversion rate, share of voice) and deliver performance reports with optimization recommendations. Inform future media strategy based on retailer-specific learnings and performance benchmarks.

Desired knowledge, skills, and abilities:

• Deep knowledge of the retail media ecosystem and shopper media planning​
• Experience across media channels including RMNs, programmatic display, social commerce, and endemic search​
• Strong cross-functional leadership and communication skills​
• Fluent in campaign performance metrics, optimization levers, and retail measurement methodologies​
• Strategic thinker with a bias for collaboration and execution

Minimum Education and Experience Requirements: 

• Education –
  • Bachelor’s degree in Marketing, Business, Communications, or related field​
• Experience –
  • At least 7–10 years of experience in media, shopper marketing, or eCommerce with a focus on retail media​
  • Experience working directly with retailers and/or leading omnichannel campaigns
  • CPG experience preferred; agency or platform-side experience a plus

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