What are the responsibilities and job description for the Manager, Non-Traditional Creative position at The Hershey Company?
Job Location: Hershey, PA
ROLE OVERVIEW
A marketing expert at a CPG company in charge of delivering messaging across non-traditional channels such as TikTok, Meta, AI, and others is responsible for adapting and optimizing brand messaging for these unique platforms. They must understand the nuances of each channel to create content that engages the platform's specific audience effectively. Furthermore, they are tasked with measuring and analyzing the impact of these campaigns to continuously improve and innovate the brand's approach to these emerging channels
ACCOUNTABILITIES:
Supports insights to determine both short and long term strategies for how our Brands will compete in 'non-traditional' ways (PR, Integrations, Influencer-marketing, CRM, organic, experiential, gaming, ESG, etc) and executes on delivery.
Responsible for the implementation of Non-Traditional tactics in collaboration with both IMT and Brand.
Work with IMT and Brands on annual media plans to secure 'value adds' and other 'plus up' opportunities to deliver brand strategies.
Identifies and secures agency/ partners capable of delivering brand messaging and relevance in non-traditional ways; works with Analytics and CI to determine ways to measure impact of non-traditional creative efforts.
Lead marketing's AI initiatives
Responsible for building and harnessing brand communities
Creative development with media partners
QUALIFICATIONS:
Knowledge, Skills & Abilities:
Nontraditional brand/marketing experiences in CPGs or other Innovative Industries
Strong Analytics to identify insights, and impact of nontraditional creative efforts
Strong communication and negotiation skills; ability to build long term relations with strategic internal and external partners.
Creative, and ability to deliver value/conversion through nontraditional marketing efforts.
Experience & Education:
Bachelor's degree preferred
5 years of experiences in Non-Traditional Brand/Marketing Industry
Proven Portfolio of Non-Traditional Marketing solutions and impact
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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
