Assoc Mgr DTC Product Marketing

The Hershey Company Hershey , PA 17033

Posted 3 months ago

Job Location: Hershey, PA

Summary:
The Ecommerce Marketing Manager is responsible for the overall marketing of the Hershey Company's direct to consumer, Owned Digital Retail commerce platform shop.hershey.com. This role reports to the Senior Manager DTC eCommerce and collaborates cross functionally with all Hershey teams to determine the right portfolio and marketing strategy to drive sustainable growth and profitability of the DTC business.

Product assortment strategy & forecast oversight

  • Partners with various cross functional teams to determining the right product mix for Everyday and seasonal assortments

  • Establishing the profitability targets and pricing decisions across the portfolio

  • Partners with demand planning and supply chain teams to ensure all forecasts are developed and maintained throughout the year

  • Partners with supply chain team to ensure solid communication between all teams and outside partners on all supply related issues

  • Partners with Hershey brand teams to identify strategies to co create brand experiences on DTC that drive revenue and brand equity (e.g. early access, limited availability, Fresh from the Factory)

Leads promotional marketing, site merchandising, and content strategy

  • Works with key stakeholders and sets the ongoing promotional strategy and decisions to drive the business

  • Drive all site merchandising decisions across the site to ensure consumers find the products they are looking for while balancing the need to drive revenue of key products

  • Sets the content strategy and brand voice and works closely with key stakeholders that content execution is delivered on strategy/time/budget

  • Partners with innovation and retail teams to ensure full DTC integration within THX omnichannel story telling

  • Liaison to broader THX team on the gating process for DTC

Partners with digicom and brand teams to create synergies, content sharing

Paid Media and Search Engine Optimization (SEO)

  • Leads paid media strategy and execution across the DTC business including search, paid social, shopping, and display media

  • Leads relationship with media agencies and ensures we receive high standards of performance

Creates and manages the SEO strategy and performance and partners with broader US digital team to ensure wholistic approach

Fulfillment Strategy

  • Manages day to day relationship with fulfillment partners to insure they are meeting our service expectations and delivering value

  • Leads status calls, quarterly business reviews, and point person for performance related feedback

  • Partners with DTC leadership to continually assess and build optimum fulfillment strategy

Web Analytics & Performance Tracking

  • Analyzes sales data from various sources to make key decisions on promotional strategies and overall product portfolio decisions

  • Analyzes web metrics to inform product merchandising, UX, and content decisions

Creates the DTC scorecard across all channels to drive ongoing decisions for each channe


Minimum Education and Experience

Requirements:
4 year college degree

Over 5-7 years in similar role

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


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Assoc Mgr DTC Product Marketing

The Hershey Company