Vinny Rinaldi is Vice President of Consumer Connections at The Hershey Company, where he leads the transformation of how the company plans, creates, activates, and measures marketing across paid, owned, earned, and shared channels. In this role, Vinny leads an integrated organization responsible for Communications Strategy & Media; Creative & Content Production; Commerce Enablement & Retail Media; Marketing Intelligence & Technology; and Design & Packaging—bringing together strategy, creativity, media, commerce, data, and design to operate marketing as a single growth system.Vinny brings more than 18 years of experience across startups, ad tech platforms, and global media agencies. His background includes leadership roles at Adap.TV, Google, Amazon, and GroupM’s Wavemaker, where he led investment and activation across large-scale brand portfolios. He has been recognized for his work modernizing addressable and data-driven marketing, including being named a 2019 Ad Age 40 Under 40 honoree. Throughout his career, Vinny has been known for challenging legacy marketing models and pushing organizations to operate as systems—where intelligence fuels creativity, media works in concert with commerce, and measurement informs growth. Today, his focus is on building durable marketing capabilities that scale with speed, precision, and cultural relevance.