Job Location: Remote
 

Summary:  

This position will be responsible for managing Omnichannel Marketing for strategic Customers with responsibility to partner with the Sales organization to drive top and bottom-line growth by delivering best-in-class shopper marketing and media excellence and transforming ONE & FULFIL’s ability to drive both in-store and online demand. Responsibility for delivering annual plan as well as out-year plans to maximize demand and drive growth via OMNI media and Shopper Marketing.

This position is internally and externally facing serving as the key partner with broader Hershey Marketing/Media and the Sales and Cat. Man teams.  Externally, this position will be responsible for building long-lasting and sustainable relationships with the Marketing/Media/Merchant teams at Tier 1 Customers for the brands (i.e. Amazon, Kroger, Target, & Walmart) to further establish Hershey’s as a leader in Omnichannel Marketing.  With support of eComm Lead, this individual will be expected to help ensure OMNI/Ecommerce is delivering holistic plans that align to the broader strategy and goal for both the Brands and Channel.

Summary of major duties:
Retail Media 
• Plan Strategy that supports Sales Plan and Brand Strategy 
• Execute Campaigns 
• Search Strategy and Execution 
• Work with external agencies to implement strategy 
• Work with internal teams on creative assets from Video, Banners, copy, etc. 
• Optimize campaigns to drive KPIs and Sales 
• Analysis of the tactic either thru MMM or approved methodology
• Review new tactics and capabilities of the retailers to either test or fits into the overall strategy
• Agency Management with Briefing and defining goals and objectives for Retail Media. Regular Status updates on optimizations and trends we are seeing the category or at the retailer

In-Store 
• Plan Strategy that supports Sales Plan and Brand Strategy 
• Execute Campaigns 
• In store Sampling/Marketing Programs/Displays
• Instore Sampling Execution work with Sales team on Store list to best demo and in line with distribution. Make sure we have enough inventory to execute and secure samples. Also align with any sales promotion, innovation or tent pole for Demos to drive demand and awareness 
• Analysis of the tactic either thru MMM or approved methodology
• Review new tactics and capabilities of the retailers to either test or fits into the overall strategy

Content/Search/Merch
• Act as a liaison between Brand/Sales and Content Team on needs to drive super 6 and best in class content to drive conversion and organic
• Syndication on Key Retailers, from DCal/Self Service Portfolio
• Organic Search, analysis of Profiterio and Digital Tools on opportunities to drive Organic either thru Content, Retailer Methodology, Digital Tactics
• Placement throughout the site either in Brand Stores, Departments, and Categories
• Provide Insights how our categories interact with Merchandising 
Retailer/Customer Relationships
• Key contact for the retailer for Omni/Digi/Shopper 
• Focus Retailers Walmart, Amazon,Target 2nd Tier Instacart, Kroger, C-Store, Food
• Regular Touchpoint to retailer for any Media/Content/Shopper to strategize, measurement, optimization, execution, negotiation to drive demand for Hershey
• Key Contributor to retailer/internal meetings to support Omni/Digital Strategy 

Insights/Measurement 
• Work with Catman to glean insights on the category/retailer/brand to share with retailers
• Reporting on Sales to ensure we are driving demand
• Ensure we have the right Data to run MMM or alternative approved methodology
• Testing Plans from Tactic to Test Plan to Analysis to share with the broader organization
• Profeiterio/OneSpace
• New analysis tools coming from the Digital Analytics Team to implement/test new strategies and optimizations based off the data

Budget Ownership 
• Support Ownership with Brand Team. 
• Strategy/Planning on tactics and retail breakdown of budget 
• Make sure we are on track to budget and to commitments if any. 
• Submitting for POs/Invoices on Budget

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:  
• Digital Commerce agency 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.
• Strong ability to work effectively in a matrix environment
• Proven ability to translate insights into sound merchandising / marketing / promotional / product optimization recommendations (prescriptive selling).
• Superb communication skills, including strong oral and presentation skills with the ability to communicate and interact at all levels.
• Excellent management skills, with the ability to delegate and manage multiple priorities while generating positive relationships.
• Aptitude for problem solving/quick learning
• Positive attitude and high level of energy 

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

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