Job Location: Hershey, PA
Media has been a key source of growth at The Hershey Company for many years but the media landscape continues to evolve. The Media Team at Hershey continues to transform our approach to Media and a key pillar of this is a heavier reliance on internal data and analytics.
Over the past year, we have taken direct responsibility for owning our own media data and now store tens of billions of rows of data (2.5 Terabytes) via API feeds from all digital media partners (e.g. Facebook, Google, etc.) in our Media Data Store (a mini Data Lake). Visualization tools are then used to track media performance in near real time in order to optimize our media to drive even greater growth.
In addition, we are taking more responsibility for running a continual series of rapid in-market media tests to unlock even more sources of growth as well as doing deeper analysis on data we receive from Market Mix Modeling efforts.
The Sr. Associate Manager, Media Analytics is a key member of the Media Analytics Team at Hershey leading this change.
Media Lab Owner Own visualization of all Media Data via Power BI or other visualization tools. Set up and manage optimization alerts and bring them to the rest of the media team for activation. Lead media performance reviews with brand teams. Continually update visualizations to improve performance. Results to be measured as incremental sales growth from identified optimizations.
Market Mix Modeling Partner with Senior Media Analyst on MMM analysis including reviewing output from modeling vendors, building recommendations to share with brands and running optimization scenario simulations to identify opportunities to change media plans to drive additional growth
Agile Testing Own market selection for all agile media tests (40 per year) conducted to identify additional opportunities for sales growth. Conduct analytics on a subset of tests and deliver recommendations to brand teams for implementation.
Knowledge of Advanced Data Analysis & Marketing Measurement Techniques regression, segmentation, clustering, A/B Testing, Market Mix Modeling
Familiarity with IRI or Nielsen point of sale data and associated tools
Hands-on experience coding with programming/software such as R, Python, SQL and/or SAS
Hands-on Experience with High Level Excel functions and building data visualizations from raw data (e.g. in Tableau or Power BI)
Minimum knowledge, skills and abilities required to successfully perform major responsibilities:
1-5 years of experience
Knowledge of media, branding, and performance marketing frameworks, including media effectiveness measurement techniques.
A strong track record of operating independently, demonstrating creativity, and being results-oriented. You will need to be a self-starter.
Deep curiosity, Willingness to learn, Attention to Detail, Ability to thrive in a small, agile team environment with desire to perform at a high level.
Experience influencing and partnering with internal and external stakeholders across different organizations, specifically as it relates to communicating technical content to lay audiences (up to and including executive leadership)
Education: Bachelor's Degree in a quantitative field
Experience: Some experience working with extensive data sets in a marketing related field.
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
The Hershey Company