Hershey-based snacks company The Hershey Co. recently unified its sweet, salty and protein brand portfolios under a U.S. commercial operating model called ONE Hershey and will centralize global brand marketing.
By combining the commercial activity of the three U.S. categories, the company can streamline consumer and category insights and commercial execution, integrate its brand strategy, and enable faster decisions, bolder innovation and more seamless customer partnerships. The operating model also allows for targeted investments in omni-channel capabilities, away-from-home, retail partnerships, research and development and innovation.
“Our brightest moments come from talented people working together across functions to deliver bold thinking,” Kirk Tanner, The Hershey Co. president and CEO, said. “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.”
The company also made changes to its executive leadership team, effective Monday, to support the integrated model. Vero Villasenor becomes the company’s first chief brand officer as part of the Growth and Marketing team. Other changes are Andrew Archambault becomes U.S. president, Nitin Jain becomes chief strategy and transformation officer, and Stacy Taffet becomes chief growth and marketing officer.