The Hershey Company has announced Stacy Taffet as its new Chief Growth Officer, effective April 14, 2025. Taffet brings impressive credentials from PepsiCo, where she served as Senior Vice President of Beverage Portfolio Strategy and Marketing, managing multibillion-dollar brands. In her new role at Hershey, she will drive growth strategies across the company’s expanding snacks portfolio, including iconic brands like Hershey’s, Reese’s, and Jolly Rancher. This strategic appointment comes as Hershey positions itself to become a leading snacking powerhouse in the competitive confectionery and snack market.
A Seasoned Leader Joins the Chocolate Giant
Stacy Taffet’s appointment represents a significant move for The Hershey Company as it continues to strengthen its executive team. With her impressive 20 years of leadership experience, including 15 years in the consumer packaged goods industry, Taffet brings valuable expertise to the chocolate manufacturer. Her previous role at PepsiCo involved overseeing strategy and marketing for a diverse beverage portfolio, skills that will transfer well to Hershey’s expansive product line.
At PepsiCo, Taffet managed large teams and was responsible for driving growth across multiple brands. Her expertise in brand management, digital marketing, and innovation strategy positions her well to lead Hershey’s growth initiatives. I’ve noticed that women leaders in food and beverage continue to make significant impacts in the industry, and Taffet’s appointment furthers this important trend.
Her notable achievements include overseeing transformative marketing initiatives for Pepsi and Bubly. These successes earned her recognition as part of Brand Innovators Top 100 Women in Brand Marketing and a spot on AdAge’s Women to Watch list. Taffet’s proven track record in developing innovative strategies and driving commercial success makes her an ideal candidate to help Hershey expand its market presence.
Key Responsibilities in Her New Role
As Chief Growth Officer, Taffet will be tasked with driving strategic growth initiatives across Hershey’s diverse snacks portfolio. This includes beloved brands like Hershey’s chocolate bars, Reese’s peanut butter cups, Jolly Rancher candies, and Dot’s Homestyle Pretzels. Her role will be crucial as the company continues to expand beyond traditional chocolate products into broader snacking categories.
Taffet will lead enterprise strategy development and oversee key growth capabilities for the company. Her expertise in commercial planning will be particularly valuable as Hershey navigates an increasingly competitive snack market. With US confectionery sales reaching record highs in recent years, her appointment comes at a pivotal time for capitalizing on market opportunities.
In addition to portfolio strategy, Taffet will likely play a significant role in Hershey’s digital transformation efforts. Her background in digital marketing at PepsiCo positions her well to advance Hershey’s online presence and e-commerce initiatives. This focus on digital channels reflects the changing landscape of consumer purchasing behaviors and the growing importance of online retail in the food and beverage sector.
Strategic Leadership Transitions at Hershey
Taffet’s appointment is part of a broader series of leadership changes at Hershey. It follows the announcement of CEO Michele Buck’s planned retirement in June 2025, signaling a period of transition for the company’s executive team. These changes come as Hershey continues to execute its long-term strategy of expanding its snacking portfolio beyond traditional chocolate products.
Michele Buck, current President and CEO of The Hershey Company, expressed confidence in Taffet’s appointment. “With deep expertise in brand strategy, innovation and commercial growth, Stacy brings strategic capabilities to accelerate our vision to become a leading snacking powerhouse,” Buck stated. This endorsement highlights the company’s commitment to bringing in top talent with fresh perspectives.
These leadership transitions reflect a broader trend I’ve observed in the food industry, similar to when Ocean Spray promoted Dabek to COO last year. Companies are strategically positioning executives with diverse consumer goods experience to navigate changing market dynamics. Hershey’s appointment of Taffet aligns with this industry movement toward leaders with comprehensive brand strategy capabilities.
A Pivotal Time for Hershey’s Growth Strategy
Taffet joins Hershey at a crucial moment in the company’s evolution. The snack food landscape continues to transform rapidly, with changing consumer preferences driving demand for innovation. Her experience in portfolio strategy will be valuable as Hershey balances its iconic heritage brands with new product development.
Recent market data indicates growing consumer interest in healthy snacking alternatives, presenting both challenges and opportunities for traditional confectionery companies. Taffet’s background in managing diverse product portfolios at PepsiCo positions her well to help Hershey navigate these market shifts. Her expertise may help the company develop products that address evolving consumer demands while maintaining the quality and taste consumers expect.
The timing of this appointment also coincides with Hershey’s recent acquisitions and portfolio expansions. The company has been strategically diversifying its offerings beyond chocolate into broader snacking categories. Taffet’s commercial planning experience will be crucial in integrating these acquisitions and maximizing their market potential as part of Hershey’s comprehensive growth plan.
Taffet’s Impact on Brand Innovation
One area where Taffet’s influence may be particularly significant is brand innovation. Her track record at PepsiCo demonstrated a talent for rejuvenating mature brands and launching successful new products. This expertise could translate into exciting new developments for Hershey’s iconic product lines and emerging brands.
At PepsiCo, Taffet oversaw marketing transformations for established brands like Pepsi while also helping newer entries like Bubly gain market traction. This dual capability of maintaining heritage brands while driving innovation will be valuable for Hershey’s portfolio strategy. The company’s rich history is deeply connected to chocolate’s evolution as a dessert while also requiring continuous innovation to stay competitive.
Digital marketing represents another area where Taffet’s expertise could drive significant change at Hershey. Her background suggests she’ll bring fresh perspectives on consumer engagement through digital channels. As more consumers discover and purchase food products online, her digital marketing experience will help Hershey adapt its brand strategies to reach customers through emerging platforms.
The Hershey Company’s Market Position
Founded in 1894 and headquartered in Hershey, Pennsylvania, The Hershey Company has grown into a global confectionery powerhouse. With reported revenue of $11.20 billion in 2023 and a market capitalization of $37.46 billion as of March 7, 2025, the company maintains a dominant position in the U.S. chocolate market. Its portfolio includes some of the most recognizable brands in the world, including Hershey’s, Reese’s, Kit Kat, Jolly Rancher, and Twizzlers.
The company’s recent financial performance has demonstrated resilience despite economic challenges facing the consumer goods sector. Hershey has managed to maintain growth through strategic pricing, product innovation, and targeted acquisitions. Taffet’s arrival comes as the company looks to build on this momentum and further strengthen its market position in both traditional chocolate categories and expanded snacking options.
Hershey’s commitment to growth through innovation is evident in its recent product launches and marketing campaigns. The company has been exploring new flavor profiles, package formats, and limited-edition offerings to keep its brands fresh and engaging for consumers. With Taffet’s expertise in brand management and innovation strategy, I expect this focus on creative product development to accelerate, bringing exciting new options to chocolate and candy lovers across their distribution channels.
Looking Ahead: What This Means for Hershey’s Future
Taffet’s appointment signals Hershey’s commitment to aggressive growth in the competitive snacking sector. Her leadership will likely influence everything from product development to marketing strategies as the company positions itself for its next phase of expansion. Industry analysts will be watching closely to see how her expertise shapes Hershey’s approach to market opportunities.
For consumers, this leadership change could translate into exciting innovations across Hershey’s product lines. Taffet’s background suggests she’ll bring fresh thinking to beloved brands while potentially introducing new offerings that respond to changing consumer preferences. Her experience balancing heritage and innovation at PepsiCo provides a blueprint for how she might approach Hershey’s iconic portfolio.
As the company continues to expand beyond its chocolate foundations into broader snacking categories, Taffet’s strategic vision will be crucial in determining which market segments receive focus. Her appointment reinforces Hershey’s stated ambition to become a leading snacking powerhouse, competing across multiple categories. With her proven track record and fresh perspective, Taffet is positioned to help write the next chapter in Hershey’s storied history as a beloved American food company.