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Associate Marketing Manager, Portfolio & Merchandising Strategy

Posted Date:  Sep 22, 2026
Requisition Number:  130445

Role Overview

The Associate Marketing Manager supports an assigned Hershey Canada portfolio and helps translate consumer, customer and market insights into clear growth priorities and actionable marketing plans.
The role contributes to business reviews, portfolio strategy, innovation, annual planning and commercialization. Working across functions, the Associate Marketing Manager monitors performance, manages investments and helps build programs that drive sustainable growth.

Accountabilities

1. Portfolio Insights & Growth Opportunities
•    Analyze a variety of data sources and combine insights to deliver actionable recommendations, growth strategies and opportunities 
•    Establish format and SKU priorities rooted in insights
•    Review trends, identify emerging formats and white space opportunities

2. Brand & Portfolio Management
• Support monthly business reviews and assess portfolio performance, risks and opportunities.
• Develop and execute strategic marketing plans grounded in consumer, customer and category insights.
• Monitor sales, profitability, expenditures and the annual operating plan.
• Support ongoing portfolio optimization and rationalization.

3. Innovation & Commercialization
• Commercialize consumer-driven innovation in partnership with cross-functional teams.
• Translate consumer and market opportunities into clear concepts, business cases and launch plans.
• Contribute to copy, media and activation planning that supports portfolio priorities.
• Apply learning from launches and in-market performance to strengthen future plans.

4. Business Planning & Performance
• Manage assigned marketing investments and support monthly forecasting.
• Conduct internal and external assessments of the business, competitors, customers and trends.
• Connect recommendations to sales, income and portfolio objectives.

5. Cross-Functional Leadership & Influence
• Lead and participate in cross-functional teams across Marketing, Sales, Finance, Supply Chain, R&D and agency partners.
• Present recommendations to senior management, the sales organization and external customers.
• Build alignment, maintain momentum and deliver against shared commitments.
• Contribute to a collaborative, high-performing team culture.

Other Applicable Scope-Defining Dimensions

• Operates with ownership for assigned brands, initiatives and business priorities.
• Balances consumer, customer, commercial and operational considerations.
• Works across multiple projects and timelines in a fast-paced environment.
• Uses data and judgment to recommend clear actions in ambiguous situations.
• Builds productive relationships with internal teams, agency partners and customers.

Qualifications

Key Skills & Capabilities
• Strong analytical, strategic thinking and planning capabilities with a commercial mindset.
• Ability to synthesize multiple data sources into clear, actionable recommendations.
• Strong project management and organizational skills.
• Effective written and verbal communication across a broad range of audiences.
• Strong cross-functional leadership and stakeholder management.
• Ability to contribute to innovation, creative problem-solving and continuous improvement.
• Accountability for business results, budgets and delivery.
• Working knowledge of consumer, customer and market analytics, including Nielsen data.
• Proficiency in PowerPoint and Excel.

Experience & Education
• Bachelor’s degree or equivalent experience; marketing, business or a related field preferred.
• Minimum 2 years of progressive brand management, marketing or related experience in CPG or a similarly disciplined industry.
• Experience supporting marketing plans, innovation, commercialization or portfolio management.
• Experience with P&L, cost accounting or budget management is an asset.

Success Measures

• Quality and actionability of portfolio recommendations.
• Delivery of marketing plans, innovation and commercialization milestones.
• Effective management of assigned budgets and forecasts.
• Contribution to sales, income and portfolio performance.
• Strength of cross-functional alignment and stakeholder support.
• Timely identification and management of business risks and opportunities.
• Contribution to team capability, learning and culture.

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