Director Consumer Insights, Seasons, Tentpoles & Occasions
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AI Summary
Why Hershey:
At The Hershey Company, our culture is rooted in purpose and inspired by Milton Hershey’s enduring vision that business should create opportunity for others. Through our commitment to corporate philanthropy, we create positive impact by supporting communities, helping children thrive, and operating as a business for good. This includes our deep and long standing partnership with Milton Hershey School, where we invest in education, workforce readiness, and hands on engagement to help students succeed beyond the classroom. Supported by strategic grantmaking, product donations, cross brand collaboration, and strong employee volunteerism, Hershey offers a place to work where making a difference—locally and globally—is part of how we do business every day.
Job Overview
Location: Hershey, PA
*This role can be remote within the US with travel 1-2 times per month to Hershey.
Hershey has a new opportunity for Director Consumer Insights, Seasons, Tentpoles & Occasions. This role serves as an enterprise-level consumer insights thought leader, translating consumer, market, and retail signals into clear growth opportunities across seasons, tentpoles, and occasions. The Director will move beyond traditional survey interpretation to anticipate where the consumer is going, identify new ways into categories, and shape consumer strategy that unlocks incremental occasions and future demand. The role requires strategic curiosity, strong commercial judgment, comfort with ambiguity, and the ability to push the business to think differently about consumers, categories, and growth spaces.
Accountabilities
- Lead consumer strategy for seasonal and occasion-based growth: Translate consumer, market, and retail trends into enterprise-level recommendations that help unlock incremental occasions, future demand, and new ways to grow.
- Identify new category and demand spaces: Push beyond classic insights work to define new ways into categories and adjacent growth spaces, including emerging use cases and shifts in consumer behavior.
- Deliver forward-looking seasonal insights: Move insight work from retrospective reporting to action-oriented guidance by defining what the business should do next, not only what happened.
- Influence enterprise decisions and activation: Partner across commercial, marketing, category, retail, analytics, and innovation teams to translate insights into strategic choices, activation priorities, and executive-ready growth recommendations.
Minimum Education & Requirements
- Bachelor’s degree required; MBA or advanced degree in business, marketing, analytics, psychology, sociology, economics, data science, or related field preferred.
- 10+ years’ experience in experience in consumer insights, consumer strategy, category strategy, shopper insights, innovation strategy, or related discipline.
- Proven ability to synthesize consumer, market, and retail signals into enterprise-level recommendations and practical growth strategies.
- Experience leading complex, ambiguous strategic initiatives that require cross-functional alignment and senior stakeholder influence.
- Strong ability to identify emerging consumer behaviors, unmet needs, new occasions, and category growth opportunities
- Comfort moving from research findings to business action, including recommendations on what to prioritize, test, scale, or stop.
- Executive presence, strong storytelling, and the ability to communicate insight-led strategy clearly and concisely.
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.
You may request a reasonable accommodation if you are unable or limited in your ability to use or access our online application process as a result of a disability.
You can request an accommodation via phone or email.
To request an accommodation via phone, please call +1 877-804-1794 and leave a voicemail with your contact information. You may also email a request for accommodation to ApplicationHelp@hersheys.com. Please be sure to include “Accommodation Needed” in the subject line. This will ensure that your email is routed to the appropriate contact who will handle your request.
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