Jeffrey Sommer

Jeffrey Sommer

Work History

Work History
Apr 2010 - Present

Marketing & Sales Manager

The Hershey Company

The Global Hershey Experience

Provide marketing and public relations support to drive attendance, retail sales and attraction sales at The Hershey Experience retail attractions. Responsible for implementation and execution of marketing and publicity activities, events, public relations activities, market research and advertising strategies. Maintain digital presence including web site development, e-newsletters, digital interactive experiences and social media strategies for Hershey’s Chocolate World® retail attractions throughout the globe. Act as one of the spokespeople for Hershey’s Chocolate World®.

·        Lead and manage social media initiative for all The Hershey Experience retail locations domestically and internationally.

·        Develop, produce and place print advertising, radio buying and measure results.

·        Create and manage experiential marketing events to exceed sales and attendance goals. Create, execute and lead publicity and promotional activities surround seasonal events.

·        Manage The Hershey Experience intranet and web site content. Analyze business results and provide recommendations for growth opportunities.

·        Conceptualize and manage interactive retail kiosks and experiential touch-screen kiosk development and ongoing content management.

·        Work with group sales coordinator to develop effective tools and programs to successfully promote group tourism to all retail locations. Work with regional visitors bureaus to provide vast exposure to Hershey’s Chocolate World® events and attractions.

·        Lead activities inside and outside of Hershey’s Chocolate World® that result in successful and measurable implementation of all marketing and public relations plans.

Jun 2005 - Apr 2010

Director of Marketing & Administrative Services

H. Ric Luhrs Performing Arts Center at Shippensburg University
  • Key leader in the creation, development and execution of the Luhrs Center's branding including logo creation, brand look and feel and positioning. Develop and implement annual marketing and e-communication strategies for performances and events enhancing the Center's visibility and ultimately leading to sell-outs. Joint decision-maker for demographically-targeted programming of all performances and events. Interact with University marketing staff to assure alignment with University goals and objectives.
  • Research and write the annual marketing and e-marketing plans which includes both facility and performance/event marketing resulting in increased awareness and performance attendance. Responsible for development and management of annual marketing budget in order to maximize exposure.
  • Create, write and develop all promotional materials including season brochures, flyers, signage, performance programs, and other collateral materials. Initiate photo and video shoots for promotional materials and advertisements.
  • Responsible for all media placement, advertisement buys and media trade agreements.
  • Developed and implemented the initial design, content and branding of the Luhrs Center web site, Responsible for the web site's daily maintenance, content management and upgrades, as well as all e-marketing activities including e-newsletters, online surveys, web banners and search optimization to affect increased traffic flow. Also responsible for new media initiatives to engage with new technology users. Responsible for social networking utilizing facebook, Twitter, MySpace, and YouTubesites.
  • Manage ongoing public relations and media relations strategies for the Luhrs Center resulting in positive regional exposure of the facility and performances. Initiate and manage special events.
  • Develop outreach programs and sales promotions for campus community, regional businesses, motor coaches, community centers, adult communities and regional school districts resulting in increased ticket sales and exposure for the Center. Responsible for the Center's involvement in regional and community exhibitions and expos. Work closely with regional visitors bureaus to assure constant promotion to tourists.
  • Work with event promoters to develop effective marketing and promotion campaigns.
  • Responsible for the development and execution of corporate and media sponsorship programs.
  • Responsible for all Luhrs Center Box Office administration and ticket sales of nearly $1 million in sales each season. Manage one direct report who is responsible for executing strategies for single and group ticket sales and outreach. Mentor public relations and marketing interns each semester.
Apr 1998 - Jun 2005

Tyco Electronics

Manager, Marketing Communications (July 2002 - June 2005)

  • Provided strategic marketing communication direction and support globally for this international business unit resulting in a high-impact and cohesive communication strategies and promotions. Interfaced with executive management to strategize plans for and execution of all marketing communication activities including: advertising, media buying and placement, public and media relations, web site development, presentations, product videos, product releases, industry trade shows, road shows and events, online seminars, literature development, proposal development and lead generation/management. Managed a $1 million plus budget. Also responsible for internal communication of plans, strategies and materials to a global marketing and sales force.

Senior Marketing Communications Coordinator (April 1998 - July 2002)

  • Managed all public and media relation activities, web-related communication including the redesign and maintenance of the group’s intranet, extranet  and Internet sites (, online seminars, lead management and literature production for the AMP NETCONNECT global business unit. Conceptualized, developed and maintained intranet and extranet sites to service the needs of the internal sales organization and external distribution sales network.
Dec 1997 - Apr 1998

Public Relations Account Executive

Defined media goals, established public relations plans and programs, and managed accounts for various clients including environment, structural and energy companies. Conducted research for and wrote press releases and articles for publication in national industry trade magazines and journals.

Nov 1992 - Dec 1997

Marketing Media Coordinator(March 1994- December 1997)

  • Managed all web site related communication and public relations activities for this international manufacturer of steam equipment. Responsible for the creation, development and initiation of the company's first web site ( and subsequently was given responsibility for future site development and content management. Increased product awareness through targeted media relations activities.

Desktop Publishing Specialist(November 1992 - March 1994)

  • Developed and designed product literature including technical bulletins, brochures, catalogs and direct mail campaigns. Awarded "Employee of the Month", July 1993.
Jul 1991 - Nov 1992

Graphic Designer II

  • Developed and designed administrative and marketing literature, manuals and other collateral material.