Digital Shelf Consultant
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Job Description
Digital Category Consultant at Hershey responsible for driving digital shelf strategies. Collaborating with teams to optimize merchandising across major online platforms in the U.S.
Responsibilities:
- Serve as the subject matter expert on the digital shelf, defining best‑in‑class online merchandising standards and solutions that drive scalable, accelerated, and profitable growth for Hershey’s portfolio and retail partners
- Own and evolve perfect screen frameworks across total snacking, including product detail pages (PDPs), taxonomy/navigation, online assortment optimization, search, ratings & reviews, and rich content
- Develop platform‑specific strategies across Amazon, Walmart, Target, Kroger, and OnDemand retailers, recognizing unique shopper behaviors, algorithms, and execution requirements
- Lead digital test‑and‑learn agendas in partnership with Category Leadership, Customer Teams, Media, and Insights, identifying high‑impact opportunities across content, assortment, search, taxonomy, and digital media
- Design, analyze, and scale evidence‑based tests focused on media effectiveness, conversion, ROI, and shopper engagement across priority categories and retail platforms
- Translate test results into clear learnings, recommendations, and scalable playbooks, accelerating speed‑to‑market and continuous improvement
- Leverage data, insights, research, and experimentation to inform 1–3 year digital merchandising strategies
- Synthesize disparate data sources into simple, compelling narratives that drive decision‑making for both internal partners and external customers
- Establish success metrics and learning agendas that balance short‑term performance with long‑term capability building
- Partner closely with Sr. Managers of Category Leadership, Consumer/Shopper Insights, Media, and Sales to align digital strategies across the enterprise
- Serve as a key contributor to GCIC/MCIC digital merchandising solutions, presenting insights and recommendations as a trusted advisor
- Engage confidently with retailers and external partners at all levels, using data and insights to influence strategies and decisions
Requirements:
- Bachelor’s degree in business, marketing or comparable field degree; MBA Preferred.
- At least 2+ years’ experience in digital media & digital commerce
- Strong knowledge of search engine optimization, digital merchandising and digital marketing
- Ability to collaborate with cross functional partners internally (including senior leaders) to leverage insights to activate and scale solutions across the enterprise
- Demonstrate strong business judgment and decision-making skills; ability to identify, prioritize, and articulate high impact initiatives
- Proven ability to translate insights into sound merchandising / marketing / promotional / product optimization recommendations (prescriptive selling)
- Experience working with Omni retailer data (Amazon Brand Analytics, Walmart Connect, Kroger 84.51, Instacart etc); and
- Experience working with Syndicated data (Circana, Nielsen IQ, Numerator etc)
Benefits:
- Remote work within the U.S.
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