Director Tentpole & Sports Marketing

Director Tentpole & Sports Marketing

Posted Date:

Apr 24, 2026

Requisition Number:

128692

Job Location: Hershey, PA
Note: Will consider remote candidates who reside near a major airport, position requires monthly travel to Hershey headquarters for collaboration and various locations.
Role Overview
We're looking for a marketing leader to own major sports, cultural, and tentpole moments, turning live event energy and fandom into meaningful brand growth. This role leads end to end strategy for marquee occasions-championship seasons, major sporting events, and cultural moments-expanding usage occasions and driving incremental consumption at scale.
Reporting to the Senior Director, Seasons and Tentpole Marketing, the Director will have primary responsibility for architecting tentpole annual operating plan, portfolio and P&L delivery, and activation plan.
You'll build fully integrated sports occasion platforms across product, retail, media, promotions, partnerships, and experiences, ensuring programs are consumer relevant, customer ready, and commercially impactful. Working closely with Sales, R&D, agencies, and cross functional partners, you'll help shape innovation, activation, and execution for the moments that matter most to consumers.
Accountabilities
Top 5 Core Responsibilities / Outcomes Expected
Business Delivery

: Deliver annual operating plan through strategic planning and adaptive, entrepreneurial problem solving

3Y Growth Vision:

Establish clear tentpole growth vectors and pipeline development to enable predictable and consistent growth - consumer-oriented

Portfolio Management:

Further sports/occasion-based portfolio focused against productivity, commercial value, and incrementality

Big Idea Platforms:

Translate tentpole consumer behaviors (timing, rituals, jobstobedone) into portfolio, activation, and communication big idea platforms

Activation:

Breakthrough portfolio activation plans - inclusive of away from home tentpole moments (i.e., Final Four, Olympics, etc....)

Other Applicable Scope Defining Dimensions
Self-starter with high degree of personal initiative
Ability to manage people and lead cross-functional teams

Knowledge, Skills & Abilities
Strategy & Comms Development:

Translate insights into actionable strategies to accelerate profitable growth across the full marketing mix

General Management Leadership:

Bring holistic business knowledge and curious, problem-solving approach to developing strategic annual marketing plans.

Cross-Functional Collaboration:

Lead and collaborate with cross-functional team of R&D, finance, operations, sales, category management, & external agency partners

Analytical Thinking:

Lead actionable insights from analysis of market data, competitor intelligence, and consumer research to deliver business objectives.

Structured Thinking:

Ability to structure ambiguity and communicate across all levels of the organization - including senior leadership.

Consumer Oriented:

Ability to translate consumer data into insights, into strategies and actions to drive conversion.

Experience & Education
Bachelor's Degree required, MBA or equivalent marketplace experience preferred

10+ years' experience in Marketing, Strategy and/or General Management

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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.
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.

Nearest Major Market:

Harrisburg