OVERVIEW
The Meals & Baking Operating Unit is seeking a Sr. Brand Experience Planner & Platform Lead. In this role you will lead the strategy, planning, and execution for Annie’s and Old El Paso’s owned digital platforms and contribute to holistic orchestration efforts for both brands. These powerful and distinctive brands each play a critical strategic role in our portfolio and we seek to build and maximize their respective digital ecosystems spanning across website, social, e-mail and more – also known as Brand Experience Platforms (BXP).
The Sr. Planner will serve as the voice of these brands and determine the expression of our brand identity across all owned channels. You will gain experience leading in an agile POD structure and managing agency relationships from end-to-end to develop multi-channel strategies, producing content, and identifying opportunities to test & learn across paid and earned touch points. This role will also have the opportunity to support select Meals and Baking Solutions innovation launches, providing holistic orchestration support as part of the Brand Experience Orchestration teams.
We are looking for someone who is passionate about building brand love at the intersection of content, culture, technology & data. The best candidate for this role can translate business strategies into channel plans & content ideas, stays up to date on digital/social media trends and innovations, and is curious about the ever-changing digital landscape and how to best unlock it through evolving capabilities and technology.
While Minneapolis is the preferred location for this role, remote applicants will be considered.
KEY ACCOUNTABILITIES
- Translate our brand experience strategy and consumer-facing ideas into owned channel strategies and plans, in partnership with Orchestration Assoc. BX Mgr. for your brands.
- Lead strategy and holistic orchestration of experience plans across all owned channels including website, social, e-mail and more.
- Influence the content planning across paid, earned, and commerce channels to ensure consistency in brand identify and guidelines.
- Lead BXP agency management inclusive of briefing, day-to-day management, and reporting.
- Act as connector between the brand teams and central resources like BXP and Digital & Technology to ensure alignment on strategies, plans, execution, learning plans and reporting.
- Partner with BXP Channel Leads to identify use cases leveraging the General Mills Marketing Experience Platform (MEP) and other Digital resources in service of the brand and BXP objectives.
- Oversee content production for owned channels in partnership with the BXP POD, including creative assets, recipe development, editorial content, collections, and more.
- Review and synthesize BXP performance and results in partnership with BXP POD to inform strategies and answer key learning questions.
- Serve as primary orchestration lead for OU-wide innovation launches
- Remain connected and curious to culture and content trends/innovations to bring new ideas and thinking to the team.
REQUIRED QUALIFICATIONS
- Bachelor’s Degree, preferably in Digital Marketing or Advertising
- 3-5 years of marketing communications experience, preferably in full service, media, digital, and/or consulting agency
- External orientation and familiarity with content trends and best practices
- Ability to effectively evaluate content and creative output from internal and external partners
- Functional knowledge and expertise in owned media, content development and digital capabilities such as SEO
- Understanding of measurement, attribution, trafficking, & budget management
- Ability to partner and collaborate across a matrixed internal teams and agency partners
- Strong project management skills with the ability to manage multiple simultaneous projects, priorities, schedules, and deliverables
PREFERRED QUALIFICATIONS
- High bias for action
- Tenacious attention to detail, and ability to steward multiple projects from inception to completion
- Flexible, curious thinker who is open to experimentation, changing designs based upon data-driven insights and test results
Salary Range
The salary range for this position is $66700.00 – $111300.00 / Annually. At General Mills we strive for each employee’s pay at any point in their career to reflect their experiences performance and skills for their current role. The salary range for this role represents the numerous factors considered in the hiring decisions including, but not limited to, educations, skills, work experience, certifications, etc. As such, pay for the successful candidate(s) could fall anywhere within the stated range. Beyond base salary, General Mills offers a competitive Total Rewards package focusing on your overall well-being. We are proud to offer a foundation of health benefits, retirement and financial wellbeing, time off programs, wellbeing support and perks. Benefits may vary by role, country, region, union status, and other employment status factors. You may also be eligible to participate in an annual incentive program. An incentive award, if any, depends on various factors, including, individual and organizational performance.