OVERVIEW
As the Brand Experience Search Specialist, Commerce , you will lead the planning and execution of the Morning Foods eCommerce search strategy. Working on iconic brands such as Cheerios, Cinnamon Toast Crunch and Yoplait, you will evaluate and recommend data-driven optimizations for search and Performance Marketing campaigns across core brands to deliver on business objectives. You will look holistically at national brand and retailer media search plans to identify test and learn opportunities that help our portfolio grow our share of the digital shelf. You will be a critical cross-functional subject matter expert to Brand teams, Consumer Insights, Customer Marketing and eCommerce and Data & Analytics teams to develop full funnel connected commerce shopping journeys across the digital ecosystem. The right person for this role is a data-driven search expert, with experience working on national and retail paid search strategies, that leans into ambiguity with a learning mindset and is eager to lead our portfolio of brands into the future of commerce.
KEY ACCOUNTABILITIES
- Lead holistic national and retail search strategies to drive discoverability and impulse for Morning Foods brands
- Leads brand-level search strategies & partners with search agencies as they execute plans across national (google) & retail (Amazon, Walmart, Instacart)
- Define goals, KPIs, budget and ongoing optimizations needed across brand search campaigns
- Search measurement point managing regular search audits, reporting and analysis in partnership with data and strategic revenue management teams
- Guide plan optimizations and pivots based on learnings
- Advise on SEO, keyword and product detail enhancements for content to drive organic traffic
- Search subject matter expert
- Understands nuances between national and retail search algorithms, identifies KPIs and goals for each channel
- Create retail-level search strategies for brands at key customers like Walmart, Kroger, Amazon, Target and Instacart
- Identify test and learn use cases for national and retailer search plans
- Stays up to date with changes in search and the digital ecosystem
- Create best practices for search to upskill learnings across brand teams; participate in the brand plans process, bringing forward ideas and solutions to drive stronger omnichannel brand plans
- eCommerce cross-functional collaborator: key business partner for:
- Search and shopper agency partner, owns briefing agencies and customer marketing teams on brand search strategy
- Performance Marketing
- Shopper Marketing teams
- Commerce teams across all General Mills Operating Units
- Consumer Insights
- Brand teams including strategists, media
- Global eCommerce and eCommerce capabilities
MINIMUM QUALIFICATIONS
- Marketing communications experience
- 4+ years of expertise in eCommerce search strategy; both national and retailer search
- Experience in digital marketing
- Experience building and executing multi-faceted digital campaigns
- Detail-oriented self-starter who can both see the big picture and dig into details
- Ability to work autonomously and prioritize a workload of many different brands
- Strong writing and presenting skills with ability to simplify complex subject matter
PREFERRED QUALIFICATIONS
- Brand Experience or Shopper Marketing background
- Agile framework or iterative experience
The salary range for this position $66,700-$111,300. 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 decision including, but not limited to, education, 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.