Analyst, Digital Content

Location: Hershey, PA

Reports to: Manager, Digital Content Deployment

Summary of Role:

The Digital Content Analyst is a key member of the Deployment Team, part of the broader Digital Content Team. The Deployment Team is responsible for delivering the End-to-End content automation ecosystem and providing best-in-class digital content to Hershey’s customers and consumers.

This role is a subject matter expert on the D-CAL (Digital Customer Authorization List) and PXM (Product Experience Management) process within Hershey and plays a hybrid support role to Content Operations by assisting with processes to prepare visual content for syndication. The position will be responsible for keeping product information updated in multiple systems, enabling sales teams and retail customers to execute on their digital shelf, and driving new syndication initiatives forward.

Role Responsibilities:

Owner of the Digital Customer Authorization List

(D-CAL)

• Be the Subject Matter Expert and business product owner of the D-CAL
• Support 15+ retailers via training, monitoring, auditing, and optimizing the D-CAL’s functionality
• Handle project management of syndication waves via retailer deadlines, office hours, sales support, and movement of items through the internal digital content auditing tool
• Manage the onboarding of new D-CAL users, maintaining distribution lists, and communication with retailer teams
• Partner with IS team to plan user enhancements for DCAL users via defined PMO methodologies (Project requirement documentation, tickets/user stories, etc.)
• Ensure all digital data and retailer tagging is uploaded to the D-CAL and troubleshoot/resolve errors
• Assist with new or enhanced integrations and provide UAT (User Acceptance Testing) support
• Utilize metrics to perform data QA and work with appropriate teams to solve missing or incomplete data/content
  
  

Support content self-service tool and syndicate enhanced content

• Support Salsify Digital Content Self-Service Catalog tool management, maintenance, and enhancements
• Provide retailer team training and support on Self-Service tool and expand into new areas of business value
• Collaborate with Digital Asset Management (DAM) and Search/UX teams to design and create Below-The-Fold (BTF) layout templates
• Manage mapping of BTF layouts of priority items
• Perform QA for optimized enhanced content deliverability
• Monitor and communicate metrics on enhanced content
• Develop and execute strategies to optimize enhanced content
• Partner with Search/UX team to build a hierarchy for optimized BTF layouts (Brand, Sub Brand)
  
  

Conduct content quality auditing and reporting using the Digital Shelf analytics and measurement tool

• Conduct seasonal content audits, monitoring the accuracy of seasonal imagery and copy across retailer PDPs and communicating relevant fixes needed to the on-shore deployment team
• Conduct regular content compliance audits for priority items at supported retailers using Profitero digital shelf analytics tool, communicating relevant fixes needed to the on-shore deployment team
• Develop basic reporting and insights generation for audits to communicate compliance performance and deployment trends back to Omni-sales partners.
  
  

Support Digital Content Operations for Digital Asset Management (DAM) tool

• Asset bundling/unbundling images and publishing via internal DAM tool (Hershey Asset Studio) to assist the Content Operations team with delivering against content due dates and retailer deadlines
• Image auditing and governance, across file naming structure, image size, and dimensions
• Monitor the internal digital content auditing tool and drive resolution on gaps that arise between HAS and deployment functions
• Work with IS as needed to resolve defects through ticket management
  
  

Desired knowledge, skills, and abilities:

• Excellent organizational and interpersonal skills with a high degree of collaboration and teamwork.
• Strong verbal and written communication skills
• Ability to deliver software/process training
• Knowledgeable in DAM and PXM tools (Salsify, etc.)
• Proficient in Excel and PowerPoint
• Ability to create and optimize processes
• Detail oriented and results focused
  
  

Requirements:

• Education –
• Bachelor's Degree from accredited university in business, design or programming is required.
• Experience –
• 3+ years of related work experience, preferably in CPG, digital content, and web technology.
• Experience in data management and syndication tools such as CMS, DAM, PIM or PXM is preferred.