Sr. Brand Director, Reese’s, The Hershey Company
Vero Villasenor currently leads The Hershey Company’s largest and most profitable brand, Reese’s. Under her leadership, the iconic Reese’s brand achieved the $2 Billion Dollar mark, becoming the largest brand in the Confection Category in the US. In this position, she is accountable for brand equity stewardship, brand amplification and delivery of sustainable and profitable growth. Since she joined the Reese’s brand, the brand has experienced accelerated growth, delivering over $160M of growth in two years, behind the successful campaign Reese’s Not Sorry and the launch of top performing and equity driven innovation, such as Reese’s Thins and Reese’s Lovers.
She is recognized as a highly influential and critical member of the US Commercial business bringing diverse perspective from experiences across brand and innovation leadership in multiple geographies and global roles. Her passion for meeting consumer and customer needs through innovative solutions in conjunction with an unmatched energy and commitment to excellence has differentiated throughout her career.
During her 17 years at Hershey, Vero has held a variety of critical roles across Global, US and International. Most recently, she was the Director for Global Confection Innovation, responsible for building a product innovation pipeline for our core chocolate and refreshment brands. Prior to that, she held US based roles, managing multiple brands in the US portfolio and leading the US Consumer targets strategy. Prior to relocating to the US in 2007, Vero held multiple brand marketing roles of increasing responsibility in Hershey Mexico across our iconic chocolate brands and was responsible for the introduction of the Refreshment portfolio in Mexico.
Vero holds a Bachelor degree in Marketing and MBA from Monterrey Institute of Technology and Higher Education (Tec de Monterrey). She resides in the Hershey area with her husband, Pepe, who also works at The Hershey Company, and their three children, Mia, Ella and Leo.