Director Shopper Marketing & Digital Merchandise

Director Shopper Marketing & Digital Merchandise

Posted Date : Sep 25, 2025

Requisition Number : 126516

Job Location : Hershey, PA

Location : Position can be remote, east coast preferred with monthly travel to Hershey.

Role Overview

The role of Director Shopper Marketing & Digital Merchandise is a leadership role accountable for developing and executing strategies to influence Shoppers & Consumers purchasing decisions at the Point of Sales, both in physical stores and online (strategically displaying our products). It requires a deep understanding of shopper behavior (and the continuously evolving Shopper Journey), retail media and omnichannel strategies aimed to drive sales and brand engagement by enhancing the shopping experience. For Digital Merchandise, additionally, role is responsible for maximizing the digital shelf for consumers by ensuring the right images, videos, product description, and appealing layouts on websites and apps. Expected outcomes of this role are unique and innovative shopper marketing & digital merchandise solutions that are a Win for the Shopper, Win for Hershey and Win for the Customer.

Accountabilities :

Top 5 Core Responsibilities / Outcomes Expected

1. Shopper Marketing & Digital Merchandise Strategy : Develop and Implement holistic and consistent shopper marketing plans & digital merch solutions that align with HSY Portfolio / Brand objectives across CMG and Salty to address specific retailer / marketplace needs.

2. Budget Management : Ensure that shopper marketing & digital merch spending is linked to strategic goals, measurable outcomes and P&L health.

3. Cross-functional & Agency leadership : Lead across Functions and Agencies supporting the execution of Shopper Marketing & Digital Merchandise initiatives, which includes material design, production, and implementation across Retail / Customers / Marketplaces.

4. Shopper Knowledge & Insights : Partners with Shopper Insights to utilize data to inform targeting, strategies and investments in Shopper Marketing & Digital activities, staying up to date on the latest trends and innovation in Omni Shopper solutions.

5. Customer Knowledge & Sales Partnership : Partners with Sales to ensure key tentpole activations delivery on Hershey objectives and customer strategies.

Position requires 20% travel to Hershey, PA and US.

Other Applicable Scope Defining Dimensions :

Role interacts with Commercial VPs across the Growth Office and BU; and Marketing, Insights, Media, Customer / Sales leaders.

Impact Business Performance at the Point of Sale, influencing shopper and consumer purchasing decisions.

Qualifications :

Knowledge, Skills & Abilities

Strategic Thinking : the ability to translate the Marketing Strategies into Shopper Marketing & Digital Merch solutions

Analytical Skills : Analyze Shopper & Consumer data and translate it into actionable and winning strategies

Omnichannel : Strong experience managing omnichannel retail strategies aimed to influence purchasing decisions

Leadership & Partnership : Able to collaborate across multiple functions to deliver on objectives across physical and digital shopper touchpoints.

Experience & Education

Experience : 10+ years of experience in Shopper Marketing, Trade Marketing, Omnichannel Marketing, within the CPG Industry

Education : Bachelor's Degree in Marketing, Business or related Commercial Field, MBA preferred

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