Senior Manager, Pretzels & Bold Snacking Brand
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Job Description
Senior Manager leading brand equity and activation marketing for Dot’s Pretzels within The Hershey Company. Driving brand relevance and sales growth with a strategic, consumer-first approach.
Responsibilities:
- Lead Dot’s brand equity strategy, including positioning, brand purpose, messaging architecture, visual identity, tone of voice, and brand guardrails that support the Pretzels & Bold Snacking growth agenda.
- Translate Dot’s long-term growth ambition into annual and multi-year activation plans that drive household penetration, awareness, trial, repeat, and brand power.
- Steward Dot’s creative work, including campaign development, brand world/visual identity system work, packaging communication, and asset toolkits.
- Partner with media, shopper, sales, category management, insights, innovation, commercialization, finance, supply chain, and external agency partners to build integrated plans across core business, innovation, tentpole moments, and key customer programs.
- Develop demand-creation strategies by translating consumer tensions, cultural moments and category barriers into clear marketing actions.
- Guide brand-building activation across key growth platforms and occasions, including everyday snacking and key cultural moments.
- Monitor brand health, business performance, competitive activity, retail execution, media effectiveness, and cultural relevance to identify risks, opportunities, and optimization recommendations for senior leadership.
- Lead development of executive-ready recommendations, briefs, plans, and presentations that clearly connect consumer insight, brand strategy, activation choices, financial impact, and executional needs.
Requirements:
- 7+ years of progressive experience in marketing, brand management, activation marketing, strategy, or general management within consumer packaged goods; food, confection, or salty snacks experience preferred.
- Proven ability to build and activate consumer-led brand strategies that deliver measurable business results across sales, share, household penetration, brand health, and financial performance.
- Demonstrated ability to lead cross-functional teams and external agency partners in a fast-paced, matrixed environment while managing competing priorities, timelines, and stakeholder needs.
- Strong analytical capability with comfort using consumer research, syndicated data, brand health tracking, media performance, shopper insights, competitive intelligence, and financial metrics to make recommendations.
- Excellent written and verbal communication skills, including the ability to create concise, executive-ready recommendations.
Benefits:
- Health insurance
- 401(k) retirement plan
- Paid time off
- Flexible working hours
- Professional development opportunities
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