March 23, 2023

Sweet Success: Mastering Omni-Channel Growth with Hershey's Digital Dynamo (Brad Santanna, Head of Omni-Channel Operations & Planning, The Hershey's Company)

21 minutes

Over your two decades of experience with The Hershey Company, you have held various positions across sales, marketing, and operations. How have you leveraged your diverse experiences to excel in your current role as Head of Omni-channel Operations & Planning?

In your time as Amazon Team Lead, you doubled Hershey's sales in less than two years and improved operating income by optimizing the portfolio and supply chain. Can you discuss the key strategies you implemented to achieve this success, and how you have adapted these strategies for your current role?

As the Head of E-commerce Sales at Hershey, you led the company's e-commerce business across digital sales, retailer media/search, and supply chain. How do you see the e-commerce landscape evolving in the coming years, and what steps is Hershey taking to stay ahead of the curve?

Throughout your career, you have been involved in multiple channels, such as Club, Dollar, and Convenience Stores. How have the unique challenges and opportunities of each channel influenced your approach to omni-channel marketing, and what lessons have you learned that you apply to your current position?

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