Senior Manager Premium Chocolate

Job Title: Senior Manager - Premium Chocolate 


Summary:

The Senior Manager – Premium Chocolate leads the marketing and product strategy for Hershey’s premium chocolate segment in the U.S. This segment includes the higher-end chocolate offerings that typically command premium pricing or target more sophisticated adult palates. It may encompass both Hershey-owned premium brands and premium sub-lines of core brands (for example, initiatives like a single-origin Hershey’s bar, the Reserve line, or an acquired premium brand like Scharffen Berger or BarkThins if in portfolio). The Sr. Manager’s mission is to grow Hershey’s presence in the premium chocolate category, which faces competition from gourmet chocolatiers and upmarket brands, by leveraging Hershey’s strengths while elevating quality perceptions. They manage product development (flavor innovations, packaging elevating, sourcing stories), brand positioning, and marketing programs to attract consumers willing to pay more for indulgent or better-quality chocolate experiences. Essentially, this role treats premium chocolate as a distinct business within Hershey’s portfolio, requiring a blend of entrepreneurial drive and alignment with Hershey’s broader brand strategy.


Responsibilities: 

Premium Portfolio Strategy: Define the strategy for Hershey’s premium chocolate portfolio. The Sr. Manager analyses the premium segment – its size, growth, key players (like Lindt, Ghirardelli, etc.) – and identifies where Hershey’s opportunities lie. They clarify the role of each premium product or brand: e.g., is it about rich cocoa content, unique flavors, organic/fair trade positioning, or exclusive formats? This strategy includes pricing guidelines (premium relative to regular Hershey’s), placement (maybe more specialty retailers or e-commerce focus), and how to differentiate Hershey’s premium offerings from mass products while still benefiting from Hershey’s brand recognition.​

Product Innovation & Quality Management: Lead the development of new premium chocolate products and upgrades to existing ones. This involves working with R&D on recipes (perhaps higher cocoa percentages, exotic ingredients, or proprietary roasting techniques) and with Procurement on sourcing (like Single Origin cacao beans from a specific country, or Rainforest Alliance certified cocoa). The Sr. Manager may spearhead launches of new flavors or formats aimed at the premium market – for example, a line of artisanal chocolate bars with nuts and fruits, or holiday premium gift boxes. They also ensure that packaging designs communicate premium cues (e.g., elegant designs, matte finishes, storytelling on wrappers). Maintaining consistent high quality (taste, texture, appearance) is paramount, so they might implement improved quality assurance standards for this segment.​

Brand Building & Storytelling: Develop the brand positioning and storytelling for premium chocolate products. If Hershey Reserve or another sub-brand exists, the Sr. Manager crafts its narrative – perhaps focusing on Hershey’s heritage combined with modern artistry, or sustainability and bean-to-bar stories. They create marketing content that educates and intrigues consumers about what makes these chocolates special (such as videos about the craftsmanship or the farmers behind the cacao). In essence, this role must give consumers reasons beyond taste to justify the premium price, weaving in messaging about quality, ethics (if applicable), craftsmanship, or limited availability.​

Marketing & Channel Activation: Plan and execute marketing programs specifically targeted at reaching premium chocolate buyers. The Sr. Manager might adjust media strategy to focus more on digital channels where foodie or gourmet audiences are present, use influencer marketing (like partnering with chefs or chocolate sommeliers), and attend or sponsor foodie events/festivals for sampling. They strategize on distribution channels: ensuring premium products appear in fine-food aisles of grocery, or perhaps in non-traditional channels like bookstores, coffee shops, or online gifting platforms. They also guide th