Sr. Director Creative Studio & Channel Experience

Location: Hershey, PA

Ideal location for this position is East Coast with hybrid travel to Hershey.

The Senior Director, Head of Creative Studio & Channel Experience leads Hershey's in-house content and platform studio. The Senior Director is responsible for building breakthrough brand storytelling that is agile, scalable, and performance-driven across every touchpoint. This leader transforms how Hershey develops creative: from concept to deployment, across owned, earned, shared, and commerce environments. Reporting into the VP of Consumer Connections, this leader oversees content creation, social publishing, channel operations, creative strategy, and production workflows across the enterprise. The ideal candidate blends creative leadership with operational excellence, ensuring the studio delivers both cultural resonance and business outcomes.

Top 5 Core Responsibilities / Outcomes Expected:

• Lead the Development of Modern Advertising Content: Own the end-to-end creative production model for short-form, mobile-first, modular, and shoppable content across TikTok, YouTube, Meta, Amazon, and more. Guide storytelling across brand campaigns, seasonal activations, cultural moments, and retail media.

• Integrate Creative Across the Content Ecosystem: Partner with Communications Strategy and Commerce Enablement to ensure creative is aligned to POES strategies and built for every phase of the consumer journey. Embed consistency across creative assets in paid media, PDPs, social publishing, influencer, and DTC environments.

• Scale Agile Content Operations: Lead an internal team of designers, editors, copywriters, and producers through sprint-based creative cycles. Operationalize the intake, routing, review, and delivery of creative assets across internal and external partners.

• Build Platform-Native and Culturally Fluent Creative Capabilities: Establish best practices for performance creative by platform, format, audience, and message. Serve as a creative thought partner across the organization, helping shape how brands show up in culture-not just in advertising.

• Drive Creative Effectiveness and Performance Routines: Collaborate with Marketing Intelligence to measure asset performance, inform optimization, and build creative effectiveness dashboards. Codify learnings into creative playbooks, templates, and platform-specific guidelines.

Knowledge, Skills & Abilities:

• Deep understanding of platform-native storytelling, cultural trends, and creator ecosystems.
• Experience managing in-house content teams and agency partners across motion, design, and copy.
• Strong operational and editorial capabilities across CRM, social, and web channels.
• Proven track record of building high-performing creative teams and scaling content systems.
• High creative sensibility with an ability to connect insight to execution.

Experience & Education:

• Experience: 12-15+ years in creative strategy, brand content, or digital studio leadership.
• Education: Bachelor's Degree in Marketing, Communications, MBA preferred.

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