The company that runs much of Chocolate Town has a new marketing leader.
Hershey Entertainment & Resorts has named Leslie Ferraro its new vice president and chief marketing officer, the company announced Friday.
The previous CMO, Kim Schaller, retired in December 2014.
Ferraro joined Hershey Entertainment & Resorts in 2014 as director of entertainment marketing. Since then, she has held a series of other positions responsible for promoting the company’s destinations, which include Hersheypark, The Hotel Hershey and Hershey Bears hockey, among others.
“Since Leslie joined the company in 2014, her core responsibility has been to lead the strategic and integrated marketing approach for the entire destination, while focusing her team’s efforts on delivering excellence across the marketing spectrum,” said John Lawn, president and COO of the company. “She has done an exceptional job in leveraging data through enhanced analytics to better understand our guests and generate greater demand across the destination.”
Before coming to Hershey, Ferraro spent 15 years in the consumer goods industry doing marketing and sales work for PepsiCo. She also participates in organizations like PA Sales Executives and Hershey Entertainment & Resort’s Women in Leadership program, and is a volunteer for the Children’s Miracle Network at Penn State Health Children Hospital and Milton Hershey School’s Project Fellowship program.
Ferraro is the most recent of several new faces joining Hershey Entertainment’s leadership teams. The Hotel Hershey named a new general manager in January, and Lawn took over as Hershey Entertainment’s president in October.