Best Practices, Business Administration, Continuous Improvement, Cross-Functional, Customer Conversion, Customer/Consumer Behavior, Ecosystems, Establish Priorities, Funding, Interpersonal Skills, Investment Strategy, Marketing, People Management, Performance Analysis, Performance Metrics, Performance Testing, Retail, Storytelling, Team Lead/Manager, eCommerce
Job title: Sr. Mgr. Seasons Marketing Activation
Job location: Hershey, PA/Remote
Summary
The seasons activation lead will have primary responsibility for crafting seasonal big idea platforms and seasonal activation (i.e., partnering w/brand teams, omni readiness, in-store readiness, away-from-home).
Responsibilities
- Breakthrough Big Idea Platforms: Develop and own bold, culturally relevant seasonal platforms that unify storytelling across portfolio, media, omni, in‑store POS, and away‑from‑home efforts to drive distinctiveness and consumer excitement during key seasonal moments
- Integrated Activation Ecosystems: Convert seasonal platforms into cohesive, best‑in‑class activation plans across paid, earned, shared, and owned (social, POS) - ensuring seamless execution and consistent consumer impact at every touchpoint
- Investment Profile: Steward the seasonal investment strategy with consumer connections - setting clear funding priorities and balance across PESO model
- Scalable Toolkits: Create clear, compelling seasonal activation toolkits that empower teams to activate consistently and flexibly across channels, accounts, and formats
- Continuous Improvement: Establish performance measurement, test‑and‑learn pilots, and post‑season readouts to refine big idea platforms and activation year over year
Additional responsibilities
- Self-starter with high degree of personal initiative
- Ability to manage people and lead cross-functional teams
Qualifications
- Consumer Centricity: Deep knowledge of seasonal consumer behavior and cultural moments, with the ability to identify insights that can be translated into breakthrough, ownable seasonal "big ideas."
- Media: Understanding of PESO ecosystem, including how media, digital commerce, in‑store POS, and away‑from‑home activations work together to drive impact
- Analytics: Acumen to assess activation performance, leveraging KPIs, test‑and‑learn pilots, and post‑season readouts to inform future investment and optimization
- Retail: Working knowledge of retail, ecommerce, and retail dynamics, including POS best practices, retailer needs, and how consumers convert across omni journeys
Experience & Education
- Bachelor's Degree required, MBA or equivalent marketplace experience preferred
- 7+ years experience in marketing, media activation, and/or creative
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 individuals 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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