Grocery Industry Icons & Innovators
Head of Amazon, B2B, & On Demand Retailers
The Hershey Company
Andrea Steele is the Director of B2B, Direct, and Emerging Retailers at The Hershey Company. In this role, Andrea is responsible for commercialization and strategic direction setting, along with P&L management and driving incremental growth for Amazon, GoPuff, and On Demand retailers (e.g.,Doordash). Additionally, she leads the digital strategy and execution for B2B, which includes managing operations of a direct-to-customer transactional site, building online distributor relationships, and setting up all supporting digital capabilities such as content and CRM.
Previously, Andrea held Digital Marketing, Transformation, and Operations roles at both The Hershey Company and Unilever. In those roles, she was responsible driving top and bottom-line growth, both offline and online, by developing capabilities and embedding them across the organization. This included strategy and execution across all consumer-facing digital investments, including owned web properties, CRM/1P data, Search, Call-to-Action Media, and Content Automation. At Unilever, she pioneered their first online category management practice.
Prior to her role at Unilever, she was at L2 Inc. (acquired by Gartner), where she authored several Digital IQ Index® reports and developed digital and organizational strategies for companies such as Shiseido, L’Oréal, Estee Lauder, and Moet Hennessy. Andrea began her career in a rotational program run by Marketing EDGE and The Direct Marketing Association, which included Wunderman, Harte-Hanks, eScholastic, and Goodman&Company, a strategic-marketing firm. Upon completion, she was hired by Goodman&Company to deliver marketing and go-to-market strategies for organizations like PayPal, SAP, and Microsoft.
Andrea holds a bachelor’s degree from Columbia University and a master’s degree from the Fashion Institute of Technology. She currently resides in Hummelstown, PA, with her husband and two children.