Brand Manager

Hershey, Pennsylvania

Posted in Manufacturing and Production

Job Info

Location: Hershey, PA

Brand Manager is a key leadership position among Hershey's mighty portfolio of brands. Brand Managers are a part of a one- or two-manager brand team that manages a full-P&L and end-to end ownership. These roles have direct oversight of 1-3 Associate Brand Managers and report to a Brand Director.

The Brand Manager is responsible for translating the general strategic direction from senior management into a set of concrete strategies and plans. The job requires strategic skills, leadership, and a highly developed set of marketing and general management skills that can translate into successful sales, profit, and share results.

The Brand Manager role requires strong strategic skills and an ability to formulate the strategic direction for the business including all major marketing decisions on media, advertising, product, pricing, and other key programs that could affect the short and long-term profitability and share position. They must have a keen view of the external environment including a) general trends impacting the category & business b) competitive assessment and c) an understanding of both consumers and customers.

The Brand Manager must be a strong leader of people. He or she will need to coach and develop their direct reports. Also, they will play a leadership role throughout the organization in his or her coordination with other functional areas to ensure that the necessary actions occur in support of the brand. He or she will play a leadership role with outside marketing suppliers such as media and ad agencies.

He or she is accountable for the sales growth, financial health, and long-term development of each (and all) of these brands, delivering a true portfolio approach to this assignment. The Brand Manager must be very effective at:

  • Developing and presenting recommendations to senior management
  • Engaging direct reports to execute marketing plans
  • Strategic, annual, and marketing planning and periodic re-planning on the business
  • Leadership of activities inside and outside the company that will result in successful implementation of marketing plans
  • Performance management activities including personal training and development
  • External and internal assessments of the business environment, competitors, customers and market trends, and implications to their business
  • Presentations made to customers
  • Creative development, media investment strategy, and execution working with internal and external agency partners to deliver communication strategy

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:

  • Superior strategic thinking and planning
  • Overall business knowledge and holistic general management approach
  • Demonstrated strength in leadership skills
  • Outstanding analytical abilities
  • Demonstrated ability to be accountable for sales and income results
  • Strong verbal and written communicator to wide breadth of audiences including senior management
  • Economic value creation mindset
  • Lifelong learner and strong people developer


  • MBA degree

Experience: Progression of successful accomplishments at levels of marketing management that lead to Marketing Manager to include typically at least 3 years as an Associate Brand Manager. Experience at Manager level preferred. Experience in a top-tier consumer products marketing company is preferred


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 individual's 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

If you require a reasonable accommodation as part of the application process, please contact the HR Service Center (

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