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 traditional trade for Hershey International, a
position he’s held beginning 2008.
“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 most recently 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, and improved the
company’s performance in its industry segment (moving from #3 to #1
share of the chocolate market).
Today, Eric Lent serves as Vice President, Traditional Trade, Hershey
International where he was selected to develop strategies and business
plans for the traditional trade segment of emerging markets across the
globe. This new emerging market segment makes up nearly 4 billion
people. As the global economy expands this large group of
consumers are joining the world economy and now have increased spending
power like no other time in history. This new position creates an
enormous amount of opportunity for growth for Hershey as well as many
other multi-national corporations.
Eric Lent’s key responsibilities involve providing leadership and
coordination of International efforts to expand Hershey's presence in
the important traditional trade channel around the world. This
includes working closely with Hershey’s focus countries to develop
superior understanding of the world's 4 billion traditional trade
consumers and developing distribution strategies to drive greater
penetration and reach through a portfolio of products that deliver the
taste, affordability and durability so important for success with these
consumers.