Senior Manager, Omni Marketing - Food & Omni Strategy

Job Location: Remote

 

Summary: 

This position will be responsible for Omni-channel leadership of the Food Channel including strategy development, planning and activation to drive top and bottom line growth and capture demand in-store and online. Additionally, this role will provide Omni-channel leadership over creative partners & processes, national media integration and overall strategic & execution improvement across the broader Omni-channel team. The Sr. Mgr Omnichannel Marketing, Food & Omni Strategy will lead a team of 4 employees, including two direct reports.

 

Omni-channel Food Team Leadership: responsible for creating & capturing demand across the Food Channel through Omni-channel strategies, collaboration with key internal/external partners and measurement to ensure delivery of sales and profitability targets.  May require day-to-day integration or close oversight of key strategic customers as needed. Responsibility includes budget advisement and ownership for the Food Channel and the identification and scaling of BDP’s across the channel. This role owns the overall digital commerce strategy for the Food Channel as well as optimization of resources to deliver portfolio solutions that ensure Hershey wins the physical/digital shelf, sales and share. This role is responsible for establishing long-lasting and sustainable relationships with the Sr Mgr/Assoc Dir/Dir level Marketing/Media/Merchant/Site Merchant teams at key strategic food retailers to support manager and associate level day-to-day relationships. While the direct reports manage the day-to-day responsibilities across 20+ Food retailers, this role is responsible for the overall strategic leadership and resourcing for the Food Channel and maintaining connectivity with the Food Channel Sales & Cat Man leadership teams as part of the Food Channel Leadership Team.  

Omni-channel Strategic Leadership: identify and deploy BDP’s and processes that are scalable for small format or total Omni. Responsible for creating, maintaining and deploying creative services processes, contracts and retainers for the total omni-channel team.  Owns the integration of retailer media into national media planning and processes for small format. Supports key strategic and operational projects for total Omni (i.e. budget planning, Holistic Customer Investment initiatives, retailer JBP’s, Brand Plans, AOP, etc.). 
 
 

Major Duties/Responsibilities: 
Lead Food Omni-channel teams in creation and capture of demand through Omni-channel strategies, collaboration with key internal/external partners and measurement to ensure delivery of sales and profitability targets. 
• Create and execute Omni-marketing programs tailored to retail channels, optimizing promotional activities to meet channel-specific needs and objectives.  
• Work closely with our sales teams to understand customer-specific strategies, needs, and develop actionable plans while also ensuring that customer-specific programming is aligned with corporate marketing initiatives to drive a synergistic impact.  
• Design and execute end-to-end Omni-marketing campaigns that seamlessly integrate online and offline touchpoints. Collaborate with marketing, sales, and brand teams to ensure consistent messaging and a unified brand experience across all channels.  
• Leverage shopper analytics, market research, and competitive intelligence to gain deep insights into shopper behaviors and trends, to identify opportunities for enhancing the overall shopper experience.  
• Collaborate with internal teams (i.e. Content, Insights, etc.) to ensure Omni-channel efforts are planned for and supported. 
• Create and deploy the channel digital commerce strategy that optimizes the digital shelf and drives digital sales and share growth across the channel. 

 

Deliver Sales and share targets across Food Channel with a focus on holistic Omni-channel execution both online & in-store. 
• Collaborate and communicate consistently with internal sales teams to align objectives, priorities and deliver the business. 
• Build holistic Omni-channel sales plans and programming across key activation windows to accelerate our everyday, seasonal & innovation calendars.   
• Attend key meetings (in-person and/or virtual) with the Sales and/or customer to establish strong relationships to help build organizational and personal trust. 

 

Lead and support key omni-channel strategic and executional initiatives to advance overall omni-channel capabilities and performance:
• Upskill the Omni small format & broader omni team through identification and deployment of relevant BDP’s, tools and processes. 
• Maximize creative resources and effectiveness by creating, maintaining and deploying creative services processes, contracts and retainers for the total omni-channel team.  <