Senior Manager Premium Chocolate

Premium Portfolio Strategy: Define the strategy for Hershey's premium chocolate portfolio. The Sr. Manager analyses the premium segment - its size, growth, key players (like Lindt, Ghirardelli, etc.) - and identifies where Hershey's opportunities lie. They clarify the role of each premium product or brand: e.g., is it about rich cocoa content, unique flavors, organic/fair trade positioning, or exclusive formats? This strategy includes pricing guidelines (premium relative to regular Hershey's), placement (maybe more specialty retailers or e-commerce focus), and how to differentiate Hershey's premium offerings from mass products while still benefiting from Hershey's brand recognition.

Product Innovation & Quality Management: Lead the development of new premium chocolate products and upgrades to existing ones. This involves working with R&D on recipes (perhaps higher cocoa percentages, exotic ingredients, or proprietary roasting techniques) and with Procurement on sourcing (like Single Origin cacao beans from a specific country, or Rainforest Alliance certified cocoa). The Sr. Manager may spearhead launches of new flavors or formats aimed at the premium market - for example, a line of artisanal chocolate bars with nuts and fruits, or holiday premium gift boxes. They also ensure that packaging designs communicate premium cues (e.g., elegant designs, matte finishes, storytelling on wrappers). Maintaining consistent high quality (taste, texture, appearance) is paramount, so they might implement improved quality assurance standards for this segment.

Brand Building & Storytelling: Develop the brand positioning and storytelling for premium chocolate products. If Hershey Reserve or another sub-brand exists, the Sr. Manager crafts its narrative - perhaps focusing on Hershey's heritage combined with modern artistry, or sustainability and bean-to-bar stories. They create marketing content that educates and intrigues consumers about what makes these chocolates special (such as videos about the craftsmanship or the farmers behind the cacao). In essence, this role must give consumers reasons beyond taste to justify the premium price, weaving in messaging about quality, ethics (if applicable), craftsmanship, or limited availability.

Marketing & Channel Activation: Plan and execute marketing programs specifically targeted at reaching premium chocolate buyers. The Sr. Manager might adjust media strategy to focus more on digital channels where foodie or gourmet audiences are present, use influencer marketing (like partnering with chefs or chocolate sommeliers), and attend or sponsor foodie events/festivals for sampling. They strategize on distribution channels: ensuring premium products appear in fine-food aisles of grocery, or perhaps in non-traditional channels like bookstores, coffee shops, or online gifting platforms. They also guide the Sales team on how to pitch premium lines to retailers (possibly different buyers than everyday candy buyers) and may create specialized displays or fixtures that separate premium chocolates from the regular candy aisle to reinforce the upscale positioning.

Performance Tracking & Course Correction: Manage the business performance of the premium segment, including tracking sales, profit margins (which might be higher per unit but lower volume), and market share within the premium sub-category. The Sr. Manager monitors metrics like velocity in high-end grocery or specialty stores, repeat purchase rates, and customer feedback (which might come from reviews or direct inquiries given passionate consumers in this space). They compare Hershey's performance vs. premium competitors - e.g., are we gaining share in dark chocolate above 70% cacao? Based on insights, they adjust tactics: for instance, if one flavor is underperforming, they may phase it out, or if a competitor's campaign is resonating (like emphasis on organic), they might accelerate similar attributes promotion on Hershey's side. They are responsible for the P&L of their products - ensuring that the cost of making premium chocolate (often higher) is justified by pricing and that the segment contributes positively to Hershey's financials.

Qualifications:

Education & Experience:

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  Bachelor's degree in Marketing, Business, or Food Science is required. An MBA or a specialization in luxury marketing or similar field would be a plus. The candidate should have 7+ years of brand management or marketing experience, with a significant part of that in premium or luxury consumer products (not necessarily chocolate, but ideally food/beverage or gourmet categories). Experience building or managing a premium sub-brand, or working at a premium foods company, would be highly relevant. They should have hands-on experience with product development cycles and launching new products to market. A track record of successful marketing campaigns or brand growth in a niche segment should be demonstrated. Since this role involves cross-functional work and possibly managing one or more junior team members, prior experience leading projects and mentoring is expected. Lastly, genuine passion for chocolate and confectionery can greatly benefit, as it lends authenticity and enthusiasm when championing these products both internally and externally.