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HSY Activation Marketing Analyst

Posted Date:  May 4, 2023
Requisition Number:  118435

Job Title                                                         HSY Activation Marketing Analyst

Reports to                                                HSY Activation - Marketing Manager

Department                                         Marketing LATAM

Job Location                                  Puerto Rico




This role main goal: Support a full brand activation program for the Hershey’s, Kisses & Kit Kat portfolio brands and categories in approx 25 markets across Latin America, excluding Brazil.


1. Support state-of-the-art execution, assuring synergies and alignment with the sales team.

2. Support the manager with the analysis of the “Mega-Brands” in LATAM (except Brazil).

3. Help boost the communication plan with investment synergy, to strengthen brand awareness and market share leadership thru massive and relevant omni-channel presence (digital, e-commerce, DIY and in-store).

Drive the marketing agenda, leading the local commercial team with strong matrix-stakeholder management.

This position is based in Puerto Rico.

Key responsibilities for this role:

4. Implement the action plans within the cross-functional team by assuring launch dates across the new latam markets. Propel full alignment with the commercial team across markets, assuring superior execution.

5. Implementation of the strategy, which includes core portfolio definition per market, integrated commercial plan, product renovation, packaging and re-packaging, local communication & e-commerce and price, promotions, retail visibility and in-store activation aligned with Trade Marketing. Lead the multiple-markets brand activation plan to make the defined strategy happen and reach the committed key performance indicators.

6. Perform the necessary analyzes to support the IBM cycle. Assure regional brand strategy alignment and justify differences for local needs when needed.

7. Manage advertising and digital media agencies processes: Status Meetings, Post Buys, New Proposal Evaluation.

8. Run C/ARB process for the LATAM (except Brazil) advertising strategy in a timely fashion to avoid execution delay.

9. Connect with Brand Manager team from US & Brazil to align advertising strategy, insights and campaigns for MegaBrand.

10. Billing Process aligned with DME Champion.




• Support with analysis to the IBM process: demand review, portfolio review and monthly business review. Closely track execution: sell in, sell thru, sell out and market share dynamics.

• Prepare monthly score-carding to report project status and execution results.

• Monitor performance and share critical results, risks and opportunities.

• Implement strategic omni-channel multi-markets brand planning for Hershey Co “MegaBrands” and categories.

• Interact with insights & innovation to understand current and future initiatives that can impact the HSY activation program execution.

• Interact with PLC to understand timelines, risk and impact assessments.

• Manage advertising and digital media agencies process: Status Meetings, Post Buys, New Proposal Evaluation, to fully integrate the HSY brand voice across multiple-markets and the omni-channel. Promote DME synergies across markets.

• Run C/ARB process for the LATAM (except Brazil) Young Brands advertising strategy in a timely fashion to avoid execution delay.

• Connect with Brand Manager team from US & Brazil to align advertising strategy, insights and campaigns for MegaBrand.

• DME Champion.

• Interact with different markets within LATAM to identify opportunities and ensure successful execution.

• Identify, implement continuous improvements for processes propelling sinergies across markets.


Minimum knowledge and skills


• Self drive

• Problem solving

• Strong networking and relationship building skills; energetic, motivated, outgoing, competitive and embraces the brand

• Ability to take direction well and contribute insights and knowledge gained in the field -- your opinion and experience matters

• Must have a strong understanding and knowledge of all social media platforms

• Multi-tasker who creatively and effectively solves problems

• Must be fluent in Spanish and English

• Comunication Habilities

• MS Office – intermediate

• Experience working with agencies (making briefs, campaign feedback, approving estimates, budget management, etc.)

• Experience in forums, conducting training or presenting to an audience.




Bachelors Degree in Marketing.




2 to 3 years of experience in Brand Building, Marketing or Trade Marketing. Having worked with projects, implementing a communication plan and a go to market plan. Ideal to have worked in a consumer goods company.

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