Hershey Restructures Org to Streamline Category Management, Marketing, Consumer Insights
The Hershey Co. has restructured its commercial operating model in the U.S., streamlining oversight to proceed with a unified approach for its sweet, salty and protein brand portfolios.
With what it calls "One Hershey," the company also centralizes global brand marketing, creating streamlined processes under a single integrated structure for brand growth, category management and consumer insights.
As a result, Hershey expects to unlock deeper consumer connections, strengthen customer partnerships and accelerate Hershey’s leadership to drive growth in snacking. Additionally, it will elevate planning and multichannel execution, relying on a retail execution team that is being scaled across the full portfolio.
Also: How Hershey's "digital lean" transformation is overhauling manufacturing operations
The shift includes expanded roles for several leaders across the organization.
Andrew Archambault, president of the U.S. business, will oversee the full U.S. portfolio, including commercial planning and execution, category leadership, customer relationships and retail execution.
Nitin Jain, chief strategy and transformation officer, joins the executive leadership team, reporting directly to the CEO and overseeing enterprise and business unit strategy, prioritization, and resourcing.
The role of Stacy Taffet, chief growth and marketing officer, now also includes oversight of demand creation capabilities, portfolio strategy, innovation, consumer connections and brand leadership.
Vero Villasenor, chief brand officer, steps into a new role leading the activation of Hershey’s global portfolio of brands as part of the growth and marketing team.
“Our brightest moments come from talented people working together across functions to deliver bold thinking,” Kirk Tanner, president and CEO of Hershey, said in a statement. “By activating our full portfolio as One Hershey, we’re better positioned to meet consumers wherever they are, create more moments of goodness and lead next generation snacking with speed and purpose.”
