Job Description

Title: Senior Manager, Brand Equity & Activation Marketing — Dot’s Pretzels

Location: Remote

The Senior Manager, Brand Equity & Activation Marketing is a key leadership role within The Hershey Company’s Pretzels & Bold Snacking portfolio, with primary focus on Dot’s Pretzels, one of Hershey’s fastest-growing brands. This role is responsible for delivering breakthrough brand-building plans that strengthen Dot’s equity, drive household penetration, increase cultural relevance, and unlock short- and long-term sales, profit, and share growth.

This role requires a strategic brand builder with a creative, consumer-first mindset and strong general management instincts. The ideal candidate will bring deep experience translating consumer insights, cultural trends, brand health data, competitive intelligence, and customer needs into action across the full marketing model. They will steward Dot’s brand purpose, visual identity, creative platform, media strategy, and activation plans while partnering closely with internal Hershey teams and external agency partners.

The Senior Manager, Brand Equity & Activation Marketing will be responsible for:

• 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.

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.

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