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The Hershey Company has launched a unified US commercial operating model, bringing its sweet, salty and protein portfolios together under a single structure branded ‘ONE Hershey’.
The move combines commercial execution across all three categories while centralising global brand marketing, marking the first time the company has integrated its brand strategy, category insights and go-to-market approach under one model.
Under the new structure, Hershey will scale its confectionery business alongside its faster-growing salty snacks and protein segments, with the aim of improving speed to market and coordination across its portfolio.
Kirk Tanner, president and CEO of The Hershey Company, said: “Our brightest moments come from talented people working together across functions to deliver bold thinking. 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 has also introduced leadership changes to support the model, effective 16 March.
Andrew Archambault will expand his remit as president, US, to oversee the full portfolio, including commercial planning, category leadership and retail execution. Nitin Jain joins the executive leadership team as chief strategy and transformation officer, overseeing enterprise strategy and resource allocation.
Stacy Taffet, chief growth and marketing officer, will take on additional responsibility for demand creation, portfolio strategy and innovation, while Vero Villasenor has been appointed chief brand officer, leading global brand activation within the growth and marketing team.
Hershey said the integrated model will enable more coordinated category management and retail execution, while supporting investment in omnichannel capabilities, R&D and innovation.
The company expects the new structure to improve decision-making speed, strengthen retail partnerships and support the development of new snacking formats across its portfolio.
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