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Posted July 06, 2023
The Hershey Company

Omnichannel Integration Lead

The Hershey Company
Hershey, PA, USA ⚠ [Archived] No Longer Accepting Applicants

Job Title: Omnichannel Integration Lead

Job Location: Hershey, PA

Summary:

The Associate Manager, Omnichannel Integration is responsible for developing and leading implementation of the overarching THX promotional calendar, with special focus on creation of fully integrated tentpole promotional events across all physical and digital THX channels. Generating traffic, incremental revenue, and delivering earned impressions, these events will drive deployment of resources for content creation, digital and physical assets, creation of experiential engagements and promotional programming inclusive of digital and physical shelf merchandising.

This role will collaborate with internal THX teams, enterprise-wide brand teams, and, at times, manage teams of external agencies to enable deep brand storytelling through the THX assets, driving traffic and revenue for THX while amplifying The Hershey Company’s investments in the marketplace.

Major Duties/Responsibilities:

Omnichannel Calendar Creation

  • Lead development of an integrated, tiered, rolling three year promotional calendar, applicable to all THX retail channels, inclusive of owned B&M, digital, licensed, and franchised retail platforms
  • Lead discussions with THC Brand owners, Brand strategy, Occasions and Partnerships, and C-sweet personnel to insure THX assets leverage and amplify brand objectives and marketplace investments
  • Collaborate with THX Integrated Operations Lead and THX DTC team to integrate channel appropriate elements into total THX “tentpole” activations that span all THX channels
  • Understand and leverage THX/THC consumer journeys and integrate appropriate promotions to support and enable capture of objectives for key target consumers
  • Partner with SIA and THX business owners to identify and integrate into the Omnichannel Calendar key price point promotions, assortment promotions/bundles, and cross-channel activations

THX Event Development and Activation

  • Develop and integrate appropriate promotional and event elements applicable to and leveraging all channel aspects of THX for “tentpole” activations, inclusive of licensed/franchised operations, owned B&M and Digital, across attractions, F&B, and retail.
  • Prepare well defined creative briefs with THX Marketing and THX Studio to develop holistic support content, assets, and comms/media plan in support of key, “tentpole” activations within the calendar, enabling efficient allocation of DME and THX Studio assets
  • Identify where product development complementing experiential programming, events and partnerships is advantageous and collaborate with THX innovation and/or Omnichannel Operations to source/design/create items
  • Manage experiential content creator, and external agencies, and work with operation leads for execution of promotional events, inclusive of development and communication of schedules, training, and cross-functional operations
  • Complete post event results evaluations, inclusive of sales, costs, engagement, consumer/team feedback, and appropriate KPI’s. Partner with Consumer Insights Manager, Finance, and SIA where needed.

Experiential Innovation

  • Create three year experiential innovation plan including enhancing current and developing new experiential edutainment offerings in food, retail and attractions for implementation primarily in HCW, with scalability to other channels where applicable.
  • Leverage key confectionery and industry trends to build strong, revenue driving experiential marketing innovation plans
  • Partner with Business Owners and THX Marketing Team to develop and align experiential plans ensuring key stakeholders have visibility and input throughout the process
  • Lead optimization and improvement projects for existing experiential offerings
  • Build learning plans for experiential innovation test-and-learn opportunities and guest satisfaction in partnership with Consumer Insights Manager

Minimum knowledge, skills and abilities required to successfully perform major duties/responsibilities:

  • Excellent written, verbal and interpersonal communication skills required
  • Strong leadership skills with proven track record of delivering large and complex projects
  • Solid mix of retail/food business, process, and technical acumen (including P&L management)
  • Cross-functional team leadership skills and the ability to effectively influence a diverse group of people
  • Experience with product assortments, as well as how to best visually represent and support key merchandising trends
  • Experience ensuring products and promotional plans are delivering against objectives
  • Ability to define KPIs and analyze results, in order to provide recommendations for sales programming

Minimum Education and Experience Requirements:

Education

  • Qualified candidate will possess a Bachelor’s in Business, Global Business Practices, or other relevant field

Experience

  • Retail/food strategy for guest facing experiences
  • Experience leading a cross-functional team
  • Experience with vendor negotiations and contracts a plus
  • Proven ability to partner with stakeholders and peers