The Hershey Company

Lynn Hemans, VP Consumer Intelligence & Analytics
Trish Mielke, Director Audience Insights
Charlie Chappell, VP, Innovation and R&D
Vinny Rinaldi, Head of Media & Analytics
Elizabeth Russ, Director, Integrated Media
Erica Norton, Sr. Director Consumer Insights
Nehal Patel, Dir Corporate Strategy
Martin Moore, Sr Manager Consumer Insights Foundational
Michelle Ozan, Sr Analyst Audience Insights
Allen Dark, Dir KitKat / Payday • Chocolate
Dan Mohnshine, VP Marketing, CMG
Shannon Wilkinson, Sr Brand Mgr Reese’s • Chocolate
Lauren Hall, Sr Analyst Growth Strategy • Consumer Intelligence & Strategy
Ian Norton, Sr Dir Reese’s • Chocolate
Peter Kransz, Dir Advanced Analytics • Consumer Intelligence & Analytics

Horizon Media *Lead Agency

Megan Phelan, SVP, Head of Product, blu.
Alison Sidrane, SVP, Managing Director
Elizabeth Twersky, VP, Group Director, Data Solutions, blu.
Erin Schmitt, VP, Brand Group Director
Kelly Sprotte, Associate Director, Business Solutions
Jake Phillips, EVP, Managing Partner
Lauren Chaplin, SVP, Video Investment
Alison Dusenbery, SVP, Digital
Matt Vierengel, VP, Video Investment
Jessica Mark, VP, Video Investment
Drew Harris, VP, Digital
Meghan Sweeney, VP, Digital
Kevin McGehee, SVP,Advanced Analytics
EJ Kapela, VP, Analytics
Joseph Han, Director, Analytics
Eric Adamus, Director, Advanced Analytics
Laura McElhinney, Chief Data Officer
Paula Connard, EVP, blu.
Dave Campanelli, Chief Investment Officer
Rick Watrall, Chief Analytics Officer
Carla Valencia, SVP, Marketing Science, blu.
Xuewei Zhang, Associate Director, Marketing Science, blu.
Buckley Dowdle, Associate, Marketing Science, blu.
Davut Ayan, Associate Director, Marketing Science, blu.
Zack Claisse, Director, blu.

To continue on its decade-long growth trajectory, Reese’s leveraged SKU-level sales data, matched to Horizon Media’s blu. identity framework, creating purchased-based audiences to power media strategy. Custom audiences were created and segmented into three groupings, each with unique business objectives and media treatments. Despite nearly flat media budgets YoY, Reese’s was able to successfully implement an entirely new strategic audience based approach, driving business results. Reese’s retail sales (w/e 10/9/22) were up 11.5% – doubling our growth goal and outpacing the chocolate category (up 9.8%).