Mgr, Strategic Communications and AI Reputation Intelligence

The Hershey Company•Lower Swatara Township, PA

6d•$107,920 - $134,900•Hybrid

About The Position

The Manager, Strategic Communications & AI Reputation Intelligence leads Hershey's enterprise capability for understanding and shaping how artificial intelligence systems represent the company, its brands, and its people. This role establishes and scales the AI Reputation & Communications Center of Excellence, transforming fragmented monitoring and response efforts into a strategic, measurable, and proactive capability. The role translates signals from large language models, search, social listening, stakeholder research, and competitive intelligence into actionable communications strategies that strengthen reputation, improve narrative accuracy, and increase visibility across AI-driven platforms. Working across Corporate Communications, Brand, Consumer Connections, Legal, Investor Relations, Insights, and Information Services, this leader aligns stakeholders around shared priorities, governance, and measurable business outcomes.

Requirements

5+ years of experience in communications, reputation management, corporate affairs, public relations, digital communications, or related fields, including experience leading cross-functional initiatives.
Experience with AI, LLMs, search analytics, reputation monitoring, social listening, or digital intelligence strongly preferred.
Experience managing agencies, vendors, or direct reports is preferred.
Bachelor's degree in Communications, Journalism, Public Relations, Marketing, Business, or a related field preferred.
Strong understanding of generative AI, large language models, and emerging AI-driven search experiences.
Knowledge of reputation management, narrative development, stakeholder communications, and brand strategy.
Experience using analytics, insights, and measurement frameworks to drive decision-making.
Ability to influence and align senior leaders and cross-functional partners without direct authority.
Familiarity with structured data, SEO, content discoverability, and generative engine optimization practices.
Strong written, verbal, presentation, and executive communication skills.

Responsibilities

Lead AI Reputation Strategy: Develop and execute the vision, roadmap, governance model, and objectives for the AI Reputation & Communications Center of Excellence. Align priorities with enterprise strategy, brand growth goals, reputation priorities, and key business moments.
Monitor and Shape AI Narratives: Lead ongoing monitoring and analysis of how AI platforms represent Hershey, its brands, and its people. Identify reputation risks, misinformation, gaps, biases, and emerging opportunities, translating findings into actionable communication strategies.
Drive Cross-Functional Alignment: Partner with Corporate Communications, Brand, Legal, Consumer Connections, Investor Relations, Insights, agencies, and other stakeholders to establish shared objectives, messaging frameworks, decision-making processes, and governance standards.
Build AI-Ready Communications Infrastructure: Collaborate with digital and technology teams to strengthen structured content, metadata, source-of-truth assets, and discoverability practices that improve AI visibility, citation quality, and content accessibility.
Measure Impact and Advance Innovation: Define and track performance metrics including AI share of voice, narrative alignment, sentiment, citation quality, accuracy, and competitive positioning. Evaluate communications technologies and AI tools, guiding investment decisions while building AI literacy through training, coaching, and best practices.