Associate Brand Manager Breyers BFY and Hershey Performance

Job description

Background & Purpose of the Job:

With over $750MM in annual sales, Breyers is the market leader within premium packaged ice cream and is critical to the success of our total ice cream portfolio.

We are proud of our over 150 years of delighting consumers with our delicious flavors and high-quality ingredients, always delivering on the promise that “better starts with Breyers”.

Unilever Ice Cream partnered with Hershey on the enormously successful launch of Reese’s Ice Cream in 2023 and Breyers Smore’s Ice Cream in 2025, and this partnership is already a $100M+ business!


We are seeking an associate brand manager to run the better-for-you segment of the Breyers portfolio as well as our partnership with The Hershey Company.

BFY, including non-dairy, no sugar added, lactose free, and Carb Smart items, is one of the most important segments within Breyers and a growth driver for the brand, with double digit growth for 5+ years in a row.

In this role, you will own all elements of Breyers BFY brand strategy and execution, including owned/earned/paid media, consumer promotions, performance reporting, and forecasting to drive business results.

And as the lead for our Hershey partnership, you will drive awareness and penetration of Reese’s and S’mores ice cream while launching new and exciting platforms in partnership with the Hershey team.




Who You Are:

The ideal candidate for this role will be a passionate marketer who always puts the consumer at the center of business decisions and who can drive the Breyers Better-for-You and Hershey businesses with out-of-the-box ideas, strong leadership of the cross-functional team, flawless execution, and by challenging the status quo to get things done more efficiently.




The person who will be successful in this position is motivated, engaged, and passionate about taking on lots of responsibility and being a partner in driving growth.

You will be managing multiple workstreams and priorities.

Close and collaborative work with our Brand Innovation ream, as well as other cross-functional partners, is a must.

This role will report into the Associate Director for Breyers and Hershey.




What You’ll Do:

Responsibilities of the Associate Brand Manager - Performance for Breyers BFY and Hershey include, but are not limited to:
+ Assist in the development and execution of plans to deliver growth and profit targetsincluding innovation go-to-market and driving the base business
+ Work with inter-agency and cross-functional teams to achieve brand objectives delivering brilliant brand building marketing plans (including media, PR, influencer, and shopper marketing initiatives)
+ Manage the marketing budget, enabling the brand to get the most out of its resources and meeting financial targets 
+ As a project leader, partner closely with cross-functional team (Supply Chain, Sales, Digital, Finance) to manage operations
+ Leverage analytical skills to manage a large and complex sales forecast based on year-over-year activity changes and category and customer trends 
+ Work with Channel & Customer Strategy team to make promotion recommendations, as well as land new innovations and retailer-specific activations
+ Deep understanding of the competitive and customer environment including syndicated data and share analysis
+ Support Associate Director with development of brand strategy and long-range brand plans



What You’ll Need to Succeed:
+ Bachelor degree required, MBA a plus
+ 3+ years’ experience in Brand Marketing, preferably CPG
+ Strong analytical skills
+ Clear demonstration of successful, consistent delivery to the business
+ Clear demonstration of project management & leadership skills
+ Experience/ability leading cross-functional teams, agencies, and media partners 
+ Proven record of drive and initiative with outstanding interpersonal and communication skills
+ Ability to operate in a dynamic environment, and to provide innovative approaches in a team-based structure  




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Job Category: Marketing
Job Type: Full time
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