Sr ABM DCS Twizzlers & Sour Strips
About The Position
The Sr. Associate Brand Manager will help drive consumer-grounded growth across Hershey’s Sweets & Refreshments portfolio, focusing primarily on Twizzlers and Sour Strips, with opportunities to support additional brands based on business needs. The role identifies consumer trends, unmet needs, and whitespace opportunities and translates insights into growth and innovation strategies. It helps bring product and non-product initiatives from discovery and ideation through commercialization, partnering across functions to deliver business and consumer impact. The role executes marketing initiatives that strengthen consumer engagement and support brand positioning across targeted segments. It manages specialized projects, applies research and insights to shape messaging, channel mix, and campaign execution, and collaborates cross-functionally to align marketing materials, tactics, and consumer experiences with brand strategy and measurable business impact.
Requirements
- 3+ years of relevant experience in brand marketing, consumer marketing, innovation, strategy, or a related field.
- The stated education preference is a bachelor’s degree in Marketing, Business, or a related field.
Nice To Haves
- Bachelor’s degree in Marketing, Business, or a related field preferred.
Responsibilities
- Leverage consumer, category, and competitive insights to identify trends, unmet needs, and whitespace opportunities.
- Develop recommendations and innovation strategies that support growth for Twizzlers, Sour Strips, and the broader Sweets & Refreshments portfolio.
- Support brand positioning, marketing strategies, and campaigns grounded in consumer insights and business priorities.
- Lead cross-functional initiatives from idea development through execution and commercialization, coordinating with key partners across the organization.
- Manage agency, research, and other third-party partners to deliver high-quality work aligned with brand and business objectives.
- Monitor marketing and initiative performance using KPIs and results to recommend optimization and future growth opportunities.
- Analyze consumer behavior, market trends, and competitive activity to inform marketing decisions, messaging, targeting, and channel selection.
- Coordinate campaign timelines and asset delivery, ensure accuracy and compliance with brand guidelines, and support effective campaign launches.
- Prepare, brief, guide, review, and update marketing assets across channels, ensuring they meet brand standards, regulatory and legal requirements, and consumer needs.
- Track KPIs and review performance across demand creation levers; recommend adjustments to messaging, creative, or channel mix.
Benefits
- Medical, dental, and vision coverage beginning on Day 1.
- Wellness programs supporting physical and mental health.
- Competitive pay.
- Annual incentive opportunities and performance-based incentives.
- 401(k) with company match.
- Paid time off and company holidays.
- Flexible ways of working where applicable.
- Career development programs, learning opportunities, and internal mobility.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
