Hershey names Ryan Riess head marketer

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C-Sweet has developed strategic creative services across the organization, including most recently taking over creative development and oversight of full-scale national promotions. The group also develops shopper marketing programs.

Prior to founding C-Sweet, Riess had a 10-year career in brand marketing that included stewarding Reese’s, Hershey’s largest and most profitable brand. During his tenure on the Reese’s brand, Riess’ leadership led to more than $150 million of growth for the brand in less than 24 months, according to the company.

When Hersheys met criticism that its Reese’s Christmas tree-shaped candies didn’t resemble “real” trees, the brand developed a clever response with the #AllTreesAreBeautiful campaign, which included a message about equity.