Responsible for leading Hershey's Ecommerce and Omnichannel Marketing function. Delivering on top and bottom line improvement via capabilities, insights & analytics, ecommerce operations, and omnichannel marketing. Managing eight-figure budgets across media, data, and technology and a team of 32 FTEs. Key accomplishments:- Leading Hershey’s digital pillar of its Sales transformation initiative; expected to deliver incremental growth via integration across the company, building new capabilities, and strategically partnering with retailers - Digital commerce P&L management, delivering a majority of the company’s growth in ’24 and improving profitability via “shelf back” assortment/innovation, retail media optimization, and partnering with category management and supply chain to create accretive routes to market - Accelerating demand via holistic omnichannel campaigns that generate and capture demand across shopper touchpoints online and in store; managing retailer media spend, including multiple retail performance-focused JBPs with top customers- Capability building and embedding within the Omnichannel team (content, insights & analytics, ratings & reviews, retailer media tools), and cross-functionally (category management, sales, shopper insights, portfolio and innovation, supply chain, national media, marketing, etc.)

Responsible for Hershey's Amazon, Digital B2B, and On Demand businesses, leading a team of 7 FTE and 3 FT indirect reports. Key accomplishments:- Accelerated Amazon business via double-digit growth topline (exceeding plan), while increasing margins via successful AVN negotiation, portfolio revamp, and an integrated retail and media JBP - Defined and commercialized On Demand strategy across Doordash, UberEats, Instacart, and GoPuff- Led the digital strategy and execution for Hershey B2B digital sales, which included:-- Managing operations of a direct-to-customer transactional site and developing a transformational relaunch plan to drive incremental growth-- Identifying and setting up online food service distributor partnerships-- Setting up all supporting digital capabilities to accelerate incremental growth such as content and CRM Recent speaking engagements include:- Sweets & Snacks: Let's Get Snacking: Back-to-School and Holiday with Amazon Ads (May 2023)- Groceryshop 22: Building Successful CPG-Retailer Relationships (September 2022)

Responsible for Hershey's customer and consumer-facing digital transformation strategy and execution, including:- Managing owned/direct properties including B2B and brand.com, including relaunching Hersheyland.com to become a top baking destination recognized by Google- Developing and executing Hershey's CRM and 1P data strategy to create personalized, cross-channel experiences for our consumers and retailer customers- Creating and executing Hershey's holistic search strategy to mitigate cross-brand cannibalization and improve paid search performance due to organic relevance- Defining, identifying, and operating digital content ecosystem of 13 integrated systems, including auditing, creation, storage, syndication, measurement, and optimization- Executing omnichannel shopper insights and measurement & performance tracking to inform digital commerce strategy and investments- Developing insights-led digital commerce best practices and embedding revamped processes and playbooks with 300 sales, marketing, and cross-functional teamsPress and speaking engagements include:- AdWeek CommerceWeek 22: Supercharge Your Commerce Engine (July 2022)- Shoptalk 22: Thriving in the Fast-Changing Grocery Environment (March 2022)- Adweek: Can CPG Brands Recreate In-Store Impulse Buying Online? (April 2021)- Etail West: Panel Discussion: Getting Found: Amazon As Your Customer’s New Search Engine (Feb 2020)- Diversity Inc.: Women of Hershey: Andrea Steele Discusses Putting Brand-Community Experience at the Heart of Digital Commerce (Feb 2020)- Target Marketing, Five Rising Stars Shooting to the Top of Marketing (Jan 2020)- Business Insider: Hershey's Digital Transformation Turns to Amazon to Drive Sales Online (Feb 2020)- Business Insider: Hershey has survived world wars, disasters, and economic depressions. Now, a top exec reveals how its cutting edge digital strategy is taking on the pandemic (May 2020)

Responsible for developing a deep understanding of consumers and retailers via data and insights, and applying that knowledge to developing new technologies and practices (e.g., CRM, Online Category Management, Data, Digital Content Management). Andrea connected the consumer and customer experience across functions and channels both externally (for a seamless consumer journey) and internally – setting up the necessary technical infrastructure, organization, governance, and success measurement. Her strong experience in digital strategy and change management allowed her to lead digital business transformation within Unilever. Key responsibilities included:- Leveraging data and insights to understand consumer and retailer needs - Defining the best-in-class brand.com and retailer.com capabilities and UX - Owning the end-to-end Digital Content Ecosystem in the US- Creating Unilever's Online Category Management practice- Developing best-practice digital and ecommerce playbooks and training the full organization- Driving Unilever's US Product, Performance, and People (CRM) data strategy- Developing data visualization dashboards to enable prescriptive/predictive analytics Press and speaking engagements included:- Cosmoprof North America, Panel: The Virtual Experience Economy- BazaarVoice Summit 2017, Panel: Shopping Experiences that Matter- Mobile Ventures Summit NYC 2016, Panel: Mobile at the Shelf- FIT CFMM 2016 Capstone: The Future of Innovation- DMNews, "Rising Stars Dish on What's New and Next in Marketing"

Responsible for developing digital commerce shopper insights and innovative capabilities for Unilever's US Ecommerce Center of Excellence, in partnership with the Global Digital Commerce team. Key accomplishments included:- Developing insights on e-commerce subscriptions, click and collect, cart abandonment, voice and connected home, and trip types, resulting in multi-million incremental sales opportunities- Generating the first insights and analytics dashboard to understand impact of capabilities- Using consumer and shopper insights to identify business case, pilot/partner, and scale capabilities globally, including:o Multi-retailer, DTC-like buy-it-now solution on brand .coms, enabling 1P data collectiono Q&A capability across brand .coms to lower consumer support costs and improve SEO.o In-house solution, Product Picker, enabling ratings and review collection at scaleo Website contextual personalization solutions for hair brands and recipes

Responsible for identifying, piloting, scaling, and operating ecommerce capabilities for the US COE, in partnership with Global, across Food, Refreshment, and Personal Care categories. Key accomplishments included:- Developing Omnichannel and eCommerce strategies for each category and determining what capabilities need to be piloted and scaled across the portfolio to achieve business objectives. - Standing up UGC, Ratings & Reviews, and buy-it-now capabilities, including best practice playbooks for execution with marketing and sales- Developing Unilever USA's 1P data strategy and CRM program, resulting in 3x return on investments via email program- Engineering U.S. content ecosystem with global, syndicating millions of pieces of content to 30 retailers in U.S. market- Working with Unilever Ventures to identify high-growth startup of Olapic and collaborated with Olapic to adapt for CPG, pilot, scale within Unilever globally, and sell for first successful exit.

Responsible for developing core capabilities for the US Digital Center of Excellence (COE). Key accomplishments included:- Developing and running U.S. Perfect Store Online program, embedding best practices with marketing and sales to ensure perfect shelf online: 90% quality and accuracy scores across search, content, ratings and reviews, and availability- Partnering with global teams to develop CPG’s first-ever mobile-optimized hero images via multi-variate testing. Rolled out guidelines across full portfolio to deliver improved search and conversion with retailer .coms. Institutionalized with GS1. Achieved up to 25% sales lifts across A / B tests with retailers.

Within a year of completing the Next Generation Leaders program, Andrea was invited to join the Board of Trustees for Marketing EDGE (formerly the Direct Marketing Educational Foundation). As the youngest Trustee ever invited to join the board, Andrea provided a unique perspective that enabled a better understanding of Marketing EDGE's student target audience. In June 2010 she was invited to join the strategic planning committee to develop the new three-year Marketing EDGE strategic plan. Additionally, she spearheaded the development of the Board’s social media strategy, which went into effect at the end of 2009.

As an early hire at L2 Inc., Andrea was responsible for leading research, developing digital, ecommerce, and organizational strategies, and managing global, multi-brand accounts. Key accomplishments include:- Architecting L2's first annual Multichannel Retail Intelligence Report, which analyzed how 79 prestige brands and retailers use digital to drive to brick-and-mortar- Leading the Beauty, Hair Care & Color, Personal Care, and Fragrance Digital IQ Index studies- Helping clients such as L'Oreal, Unilever, Origins, NARS, Labelux, Tumi, and Moet Hennessy develop digital, organizational, and social media strategies- Conducting digital marketing executive education sessions for hundred of L2 members- Developing digital marketing playbooks to help clients understand the quickly evolving social/digital landscape- Contributing data collection, analysis and writing skills to digital benchmarking studies in Financial Services, Fragrance, and Wine & Spirits- Managing 40 U.S. / Global accounts (including multi-brand organizations), which included developing and presenting deep dives on member data, providing flash consulting, facilitating vendor matching engagements, managing the business development process for renewals, and providing day-to-day support Speaking engagements and press included: - content ping, "Personal Care Brands Lack Effective Digital Strategies" - Digital Commerce 360, "Brand manufacturers attract fresh faces to their e-commerce sites” - New York Times, "Online Appeals to the Male of the Species"- Fortune.com, shoppable videos

As an Associate at Goodman&Company, a strategic marketing consulting firm for Global 500 B2B and B2C clients, Andrea:- Conducted qualitative research in two markets to understand decision makers and influencers (from brands and agencies) who participate in the decision-making process for buying digital advertising; analyzed and synthesized the findings to develop customer profiles- Helped develop the strategy for the relaunch of a Global 500 B2B software company's website, including: conducting international user research; collaborating to create four role-based personas; completing a task analysis to inform user requirements- Contributed to the development of an organizational "communications planning playbook" for a large online payments company by becoming a subject matter expert on the company's proprietary project management platform- Performed a lead nurturing best practices study for a Global 500 B2B software company- Became a referral subject matter expert to help define a multi-channel consumer acquisition strategy for a large online payments company- Analyzed and synthesized the results of qualitative research to inform the development of a top-customer loyalty program- Performed an in-depth audit on 40 businesses to inform six "game changing" continuity programs for Guthy-RenkerKey clients included: SAP, PayPal, Microsoft, Guthy-Renker, Motorola

In the three months of the Next Generation Leaders program that she was at Goodman&Company, Andrea was responsible for:- Developing an in-depth comparative analysis and perceptual map of 20+ competitors in the IT research space- Managing a Direct Marketing Association (DMA) Board committee focused on an issue of high strategic importance. Responsibilities included coordinating 12 Fortune 100 CEO / CMO's through mission-setting and requirements planning, overseeing several third-party pro-bono collaborations, managing three simultaneous RFP processes and interfacing with multiple vendors.

Andrea’s final rotation of the Next Generation Leaders program was at Harte-Hanks. She was responsible for:- Completing an in-depth analysis of six verticals to aid 2009 strategic planning. This project included requirements planning, stakeholder interviews and competitive and marketplace reviews for the company’s automotive, non-profit, finance, technology, direct-to-consumer and retail verticals.

Marketing EDGE's Next Generation Leaders program (formerly Direct Marketing Leadership Development Program) selects university graduates who demonstrate unique talent and provides them with the opportunity to contribute to and learn from a diverse combination of direct marketing settings. Andrea’s year included four three-month rotations at Wunderman, eScholastic, Harte-Hanks and Goodman&Company.

Andrea's second rotation of the Next Generation Leaders program was at eScholastic. Key accomplishments included: - Developing a strategy for increasing revenue through escalating internal cross promotions between business units on the website- Learning Omniture to compose the daily performance summary distributed to the senior executives- Working with editors and content managers to help refine tracking metrics to improve the overall customer experience and optimize site flow and content

Andrea started the Next Generation Leaders program at Wunderman, NY. As a Business Development Associate, she had the opportunity to:- Work on pitches in a wide range of industries including packaged goods, media, entertainment and healthcare- Conduct both qualitative and quantitative research and created deep-dive industry and company reports to prep pitch teams- Perform an extensive brand.com user experience analyses for prospects that helped secure Danone as a client

Responsible for: - Creating and tagging photo archives for historical documentaries for IFC

Responsible for: -Creating a management system for the Columbia Athletics archives-Writing student athlete bios, game recap articles, and website copy

Responsible for: - Shaping scripts from raw footage to create thoughtful story lines for electronic press kits and long-form videos about major music artists such as Dave Matthews Band and Paul McCartney- Project managing satellite media tours for Shakira, Alanis Morisette, Destiny's Child- Project managing a handi-cam team at Newport Jazz Festival and conducting interviews with attendees for a PBS special on the event