📌 Core Information
🔹 Job Title: Senior Brand Manager, Popcorn & Kids Snacks Portfolio
🔹 Company: The Hershey Company
🔹 Location: Remote (United States)
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: April 29, 2025
🔹 Experience Level: Mid-Senior level (6+ years)
🔹 Remote Status: Remote (Solely)
🚀 Job Overview
Key aspects of this role include:
- Developing and driving the 3-year vision and strategic plan for the Popcorn and Kids Snacks portfolio (~$900M)
- Leading cross-functional teams to deliver category and financial goals
- Translating insights into actionable strategies to accelerate profitable growth
- Collaborating with various teams, including R&D, finance, operations, and external agency partners
- Managing projects through the stage-gate process from idea to launch
ASSUMPTION: This role requires a high level of strategic thinking, analytical capabilities, and strong communication skills. It also demands a strong understanding of the external environment, including market trends, competitors, and consumers.
📋 Key Responsibilities
✅ Develop and drive the 3-year vision and strategic plan for the Popcorn and Kids Snacks portfolio
✅ Lead cross-functional teams to deliver category and financial goals
✅ Translate insights into actionable strategies to accelerate profitable growth across the full marketing mix
✅ Collaborate with various teams, including R&D, finance, operations, external agency partners, and marketing teams, to deliver brand-led initiatives
✅ Provide oversight for commercialization of brand-led projects through the stage-gate process, from idea to launch
✅ Partner with agencies, cross-functional partners, and key senior stakeholders to ensure successful launch
ASSUMPTION: This role involves a high degree of cross-functional collaboration and project leadership, requiring strong communication and management skills.
🎯 Required Qualifications
Education: Bachelor's Degree required, MBA or equivalent marketplace experience preferred
Experience: 6+ years of experience in Marketing, Sales, Strategy, or General Management
Required Skills:
- Proven ability to drive sales and income results
- Self-starter with high degree of personal initiative
- Ability to manage people and lead cross-functional teams
- Outstanding strategic thinking and analytical abilities
- Strong verbal and written communication skills
- Ability to thrive in a fast-paced, rapidly evolving, and collaborative entrepreneurial environment
Preferred Skills:
- Experience in the consumer packaged goods (CPG) industry
- Fluency in Spanish
ASSUMPTION: Candidates should have a strong background in marketing, sales, or strategy, with a proven track record of driving results and managing teams.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 (Based on industry standards for mid-senior level marketing roles in the United States)
Benefits:
- Health, dental, and vision insurance
- Retirement savings plan with company match
- Paid time off and holidays
- Employee discounts on Hershey products
- Tuition reimbursement and professional development opportunities
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range is an estimate based on industry standards for similar roles. The actual salary may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: The Hershey Company operates in the manufacturing and consumer packaged goods (CPG) industry, with a focus on snacks and confectionery products.
Company Size: The Hershey Company has over 10,000 employees worldwide, with a significant presence in the United States, Mexico, China, Canada, and other countries.
Founded: The Hershey Company was founded in 1894 by Milton S. Hershey and is headquartered in Hershey, Pennsylvania.
Company Description:
- The Hershey Company is an industry-leading snacks company with a purpose to make more moments of goodness through its iconic brands.
- The company has approximately 20,000 employees around the world who work every day to deliver delicious, quality products.
- The Hershey Company has more than 70 brands around the world that drive more than $11 billion in annual revenues, including such beloved brands like HERSHEY'S, REESE'S, KIT KAT®, JOLLY RANCHER, ICE BREAKERS, SHAQ-A-LICIOUS, SKINNYPOP, and DOT'S HOMESTYLE PRETZEL'S.
Company Specialties:
Company Website: https://www.thehersheycompany.com/
ASSUMPTION: The Hershey Company is a well-established and reputable organization in the CPG industry, with a strong brand portfolio and a commitment to operating responsibly and supporting its people and communities.
📊 Role Analysis
Career Level: Mid-Senior level (6+ years of experience)
Reporting Structure: This role reports directly to the Senior Director of Brand Management for the Popcorn and Kids Snacks portfolio.
Work Arrangement: This role is remote, with the expectation to work standard business hours in the Eastern Time Zone.
Growth Opportunities:
- Potential to take on additional responsibilities or lead larger brands as the portfolio grows
- Opportunities for professional development and career advancement within the marketing organization
- Potential to work on cross-functional projects with other brands or business units
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to take on additional responsibilities and advance their career within the marketing organization.
🌍 Location & Work Environment
Office Type: Remote (work from home)
Office Location(s): United States (remote work)
Geographic Context:
- The United States has a diverse and established consumer market for snacks and confectionery products.
- The remote work arrangement allows for flexibility in location, with the expectation to work standard business hours in the Eastern Time Zone.
- The Hershey Company has a strong presence in the United States, with multiple offices and manufacturing facilities.
Work Schedule: Full-time (40 hours per week), with standard business hours in the Eastern Time Zone
ASSUMPTION: This role requires strong self-motivation and time management skills, as well as the ability to work effectively in a remote work environment.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the HR team
- Behavioral and situational interview with the hiring manager
- Final interview with senior leadership
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and analytical capabilities
- Communication and presentation skills
- Leadership and team management skills
- Industry knowledge and understanding of the consumer packaged goods (CPG) landscape
- Cultural fit with the Hershey Company and the marketing organization
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this role
- Prepare for behavioral and situational interview questions by reflecting on your past experiences and accomplishments
- Research the Hershey Company and the consumer packaged goods (CPG) industry to demonstrate your knowledge and enthusiasm
- Be prepared to discuss your long-term career goals and how this role fits into your overall career development plan
ATS Keywords: Marketing, Strategy, Brand Management, CPG, Snacks, Confectionery, Consumer Research, Market Analysis, Team Leadership, Project Management
ASSUMPTION: The Hershey Company uses an Applicant Tracking System (ATS) to manage job applications, so it's essential to include relevant keywords in your resume to increase your chances of being selected for an interview.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Drive, Google Docs)
- Project management tools (e.g., Asana, Trello, Jira)
- Data analysis tools (e.g., Excel, SQL, Tableau)
- Consumer research and market analysis tools (e.g., Nielsen, IRI, Mintel)
- Marketing automation and CRM platforms (e.g., Salesforce, Marketo, HubSpot)
ASSUMPTION: This role requires proficiency in various tools and technologies, including project management, data analysis, consumer research, and marketing automation platforms.
👔 Cultural Fit Considerations
Company Values:
- Integrity
- Quality
- Responsibility
- Entrepreneurship
- Community
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Innovative and creative
- Results-focused and accountable
- Adaptable and resilient
Self-Assessment Questions:
- How do your personal values align with the Hershey Company's core values?
- Can you provide an example of a time when you had to adapt to a significant change in a project or work environment?
- How do you approach working collaboratively with cross-functional teams to deliver brand-led initiatives?
ASSUMPTION: The Hershey Company values a strong cultural fit with its employees, emphasizing integrity, quality, responsibility, entrepreneurship, and community. Candidates should be able to demonstrate alignment with these values and a strong work ethic.
⚠️ Potential Challenges
- Managing multiple projects and priorities simultaneously
- Working in a fast-paced and rapidly evolving environment
- Collaborating effectively with remote team members and stakeholders
- Navigating a large and complex organization with multiple brands and business units
- Balancing short-term in-year growth with long-term strategic planning
ASSUMPTION: This role presents several challenges, including managing multiple projects, working in a fast-paced environment, and collaborating effectively with remote team members. Candidates should be prepared to adapt to these challenges and thrive in a dynamic work environment.
📈 Similar Roles Comparison
- This role is similar to a Senior Brand Manager or Marketing Manager role in the consumer packaged goods (CPG) industry, with a focus on snacks and confectionery products.
- However, this role has a specific focus on the Popcorn and Kids Snacks portfolio, which may require unique skills and expertise in these categories.
- Career paths for this role may include advancing to a Director or Vice President of Brand Management, or transitioning to a general management role within the organization.
ASSUMPTION: While this role shares similarities with other Senior Brand Manager or Marketing Manager roles in the CPG industry, it has a unique focus on the Popcorn and Kids Snacks portfolio. Candidates should be prepared to demonstrate their expertise in these specific categories.
📝 Sample Projects
- Developing a new product line or flavor extension for the Popcorn brand
- Launching a marketing campaign to promote a new Kids Snacks product or flavor
- Conducting consumer research to identify trends and preferences in the Popcorn and Kids Snacks categories
- Analyzing market data to inform strategic decision-making and optimize marketing spend
ASSUMPTION: These sample projects provide a glimpse into the types of initiatives a Senior Brand Manager for the Popcorn and Kids Snacks portfolio might work on, focusing on product development, marketing campaigns, consumer research, and market analysis.
❓ Key Questions to Ask During Interview
- Can you describe the current marketing strategies for the Popcorn and Kids Snacks portfolio, and how this role contributes to their evolution?
- How does the Hershey Company support the professional development and career advancement of its marketing employees?
- Can you provide an example of a successful brand-led initiative that the marketing team has executed recently, and what role did this position play in its execution?
- How does the Hershey Company approach innovation and new product development in the Popcorn and Kids Snacks categories?
- What are the key performance indicators (KPIs) used to measure the success of the Popcorn and Kids Snacks portfolio, and how does this role contribute to their achievement?
ASSUMPTION: These interview questions are designed to help candidates better understand the role's responsibilities, the company's culture, and the marketing team's priorities. Candidates should be prepared to ask thoughtful and insightful questions to demonstrate their interest in the position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral and situational interview questions by reflecting on your past experiences and accomplishments
- Research the Hershey Company and the consumer packaged goods (CPG) industry to demonstrate your knowledge and enthusiasm
- Be prepared to discuss your long-term career goals and how this role fits into your overall career development plan
- Follow up with the Hershey Company HR team one week after submitting your application to inquire about your application status
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
