Biography
When it comes to marketing in the consumer goods brand world, few know the terrain as well as Eric Lent, who currently serves as Vice President, Global Marketing Excellence at The Hershey Company, a position he’s held since 2009. Eric is the global leader for Hershey's Brand Equities and Architectures, Advertising, Media, Digital and Social, PR, Design, Capability Development and Marketing Innovation.
“Eric Lent is one of the most gifted consumer business leaders I have worked with in my career,” says Andrew Panayiotou, Senior Vice President, Global Theme Parks, The Walt Disney Company and a colleague of Eric Lent’s for five years. “He has that rare balance of deep marketing expertise and general management experience that propels him to be an amazing brand builder. He is remarkably consistent in his ability to renovate and transform consumer brands.”
Eric Lent’s marketing and advertising career has spanned many years. He got his start early on with such stellar New York ad firms as Saatchi & Saatchi, Grey Advertising and Ketchum Advertising.
His first big move into the world of consumer brand marketing came when he joined S.C. Johnson, Racine, Wis., in 1995. Eric Lent’s positions included working as brand manager for Glade Air Fresheners from 1997 to 1999, and brand manager for Drano from 1995 to 1997. Some key milestones during Eric Lent’s time with S.C. Johnson include extending the Glade Candle Scents line into the aromatherapy segment by developing a $65MM new product initiative, and leading the development of Drano Foamer, a $25 million new product initiative that included an overall marketing plan, P&L development, positioning and sales forecasting.
Eric Lent quickly moved up the ladder. From 1999 to 2004, he served with Eastman Kodak’s U.S. and Canada Consumer Imaging division in Atlanta. Eager to learn a variety of roles, Eric Lent’s positions during his time at Kodak include director, picture maker kiosks and mobile imaging, from 2003 to 2004; director, Kodak service and support, from 2002 to 2003;
Youth marketing director from 2000 to 2003; and marketing director, one-time use cameras, from 1999 to 2001.
Jeanel Carlson, associate product manager of Digital Services at Kodak comments that “Eric Lent has the combination of strengths reflective of a great leader. He is a visionary, strategic thinker and motivator of people. Eric Lent cultivates a team to bring out the best in everyone. He is a true asset to any organization.”
After leaving Kodak, Eric Lent entered the world of chocolate when he joined The Hershey Company in 2005. From 2005 to 2006, Eric Lent served as vice president for confectionary, for Hershey’s Snacks and Special Trade Channels. His responsibilities for the $1 billion firm include managerial and financial leadership of the Ice Breakers, Twizzlers, Bubble Yum, Jolly Rancher and Breath Savers businesses. Additionally, he had full P&L accountability for Hershey’s Snacks Division: Cookies, Snack Bars, Granola Bars and Nutrition Bars, as well as Food Service, Vending, Concession, Military and Fundraising businesses.
Managing brands is not just about products, it’s also about people—something his coworkers fully appreciate about him. “Eric Lent is outstanding at developing individuals and teams,” says Jackie Statum, senior associate brand manager at Hershey. “During the 18 months that I worked for Eric Lent I grew exponentially as a marketing professional. That growth was a result of the leadership style in which thoughtful coaching is inherently and consistently provided. In addition to being a great manager of individuals, Eric Lent also has great talent in building strong teams by establishing norms of open communication and collaboration. Even after I no longer reported to him, I continued to seek Eric Lent out for advice because I trusted him and greatly valued his opinion.”
Eric Lent demonstrated his ability to lead, inspire and achieve results when he served as vice president and general manager for Hershey Canada, a position he held beginning 2006. Eric Lent was brought on board to turn around Hershey Canada, a $500 million subsidiary of The Hershey Company. Within the two years, he had restructured the company to enhance competitiveness and execution; boosted 2007 sales by 15% over the previous year, increased operating income by more than 40% over the previous year.
Before his current role, Eric Lent served as Vice President of Hershey’s Global Traditional Trade. Leading efforts to expand the Hershey product line into developing markets worldwide, Eric Lent championed a team in the development, testing, and validation of a new company business model to achieve Hershey’s optimal position in each focus geography.