Brand Experience Planner, Natural & Organic

Full-time position with General Mills in Minneapolis
Job posted May 5, 2023

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About The Role


Join the Meals & Baking Solutions (MBS) operating unit as a Brand Experience Planner on our beloved bunny brand, Annie’s, and several other MBS brands to drive growth and support new innovation.

As the BX planner on the Natural & Organic and Soups & Sides BX team, you’ll partner with the Assoc. Manager and Sr. Planners on the team to build and execute modern consumer campaigns for Annie’s and Betty Crocker Sides, as well as provide executional support for Cascadian Farm, Muir Glen, and potential future packaged meals innovation. This role will have the opportunity to develop key functional experience within the areas of PR, partnerships, digital creative production and asset management, website management & more. Plus, you’ll sharpen key BX competencies including executional brilliance, project management, and embracing a learning mindset.


Collaborate with BX team members to develop and execute fully orchestrated experience plans for Annie’s and Betty Crocker Sides
Commerce Conduit: Work closely with Commerce and Shopper Marketing teams on the execution of holistic plans for Annie’s and Betty Crocker Sides, such as developing and managing shopper asset guides, portfolio event packaging approvals, POS and Special Pack execution and other ongoing executional support needs
Manage the Betty Crocker Sides consumer budget and holistic orchestration of consumer support plans with extended BX team partners
Serve as the BX lead for all Natural & Organic and Betty Crocker Sides New Item Launches and/or Product Renovations/Discos. This includes serving as the main point of contact for Brand PR, Consumer Services, Commerce and Owned Digital Platform teams to effectively communicate upcoming product news and drive awareness/trial on new items
Coordinate and lead Annie’s digital content production and asset management in partnership with the BX Assoc. Manager
Manage day-to-day executional plans and their associated responsibilities for Annie’s and Betty Crocker Savory Sides
Demonstrate executional excellence across BX strategies and projects


Bachelor’s degree, preferably in Communications, Marketing, Advertising, Public Relations or Business
1-3 years of relevant experience
Strong communication skills
Proven track record of executional brilliance
Ability to be flexible and navigate ambiguity; self-directed
Highly organized and detail oriented – able to manage multiple projects simultaneously
Learning mindset – exhibits curiosity and desire to learn


Experience working across multiple brands and cross-functional teams
Partner/vendor management experience
Collaborative nature – history of exhibiting a “Win as a Team” mindset and ability to foster strong working relationships with internal and external partners
Ability to build strong relationships and influence across the business
Strong communication skills (written/verbal/presentation)
Campaign/experience planning and execution
Experience managing a budget


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