Design Experience Strategist, North America Foodservice

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

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About The Role


General Mills North America Foodservice (NAF) is seeking to elevate its connection to customers through end-to-end experiences that consider the unique attributes of our customers and how they interact with us. Critical to our success is developing a strong customer that carefully shapes content to inform, entertain, inspire, and engage potential customers. This means understanding and amplifying the use of all digital marketing channels that create an experience personalized to the specific needs of our customers.

General Mills is building capabilities to lead the future of Connected Commerce (An effort to better understand our customers and connect all of the dots across our marketing and sales capabilities, in order to serve up smarter, more customized experiences for our customers.) This role will be an integral part of our Performance Marketing team transforming and managing content across all digital channels based on a deep understanding of customers, including their path to purchase. This requires thoughtful, strategic oversight that connects experiences and channels.

In this role, you will architect and manage experiences for individual operator channels establishing foundational evergreen experiences that campaigns can be built on and brand activations optimized through.

The ideal candidate has an entrepreneurial mindset, knowing when to balance being scrappy and when to plan on building to scale, as well as an ability to utilize data and analytics for decision-making. You must be comfortable navigating and organizing amongst ambiguity and be highly nimble to address the next challenge of tomorrow. We are looking for someone who is comfortable engaging across the organization to drive business impact with a strong bias toward providing the best customer experience.

This role is based in Minneapolis, MN.


Be a strategic leader for the full customer experience (across their journey) for our top-priority customer segments
Demonstrate the ability to deliver big-picture ideas that drive substantial engagement and growth with our operators
Be at the forefront of establishing new ways of working that marry strategy, data, and technology
Demonstrate ability to influence & work collaboratively with cross-functional partners to develop and deliver against annual KPIs


Design and manage a holistic customer experience from awareness to advocacy and loyalty
Develop user flows to articulate touchpoints and messaging for our creative and technical teams to execute against
Cultivate content marketing strategies targeted at driving traffic, engagement, generating leads, and building brand awareness.
Work with our Customer Marketing Insights to evaluate and enhance audience personas and journeys to drive more targeted communications.
Work with our Brand Experience teams to help oversee content experiences are optimized for personalization and integrated within the end-to-end customer experience, as appropriate
Lead an agile team to activate against, as well as pivot solutions as necessary, using an inherent ability to skillfully manage tradeoffs between business priorities, critical timelines, and the ideal execution
Provide insight, expertise and share experience as requested and help brainstorm and break new ground and contribute to group knowledge and innovation
Work closely with Business teams to understand key business challenges and propose solutions that marry business needs and digital marketing best practices

Identify KPIs to monitor and measure performance across the path-to-purchase ensuring conversation rates are optimized
Work with our analytics team to identify additional dashboard needs to support business understanding and experience optimization
Make compelling recommendations to address content opportunities in our overall digital experiences
Have a strong understanding of digital analytics to effectively guide content development & execution of key campaigns to meet or exceed established Key Performance Indicators
Surface and prioritize content issues in existing digital touchpoints – relentlessly bringing customer insights and best practices to bear.
Support definition and documentation of personalization, as needed by marketing and/or operator channels

Work closely with internal Customer Marketing Insights, Brand Experience, and Channel Marketing stakeholders to understand the audience, business objectives, industry challenges, and growth opportunities to support brand strategy development.
Support the execution of experiences by working closely with our technology team(s) for automation and personalization needs, helping to develop roadmaps for enhancements that differentiate us in the market.
From testing to annual campaigns to the “always on” experience, establish and measure consistently against KPIs that move us toward our strategic business goals.
Work closely with external agencies to brief on strategy and requirements AND provide constructive, directional feedback that will drive the best creative output that is on brand and on strategy

Bachelor’s degree
Preferred 5+ years of content strategy experience with a strong grasp of digital marketing channels including web, SEO, email, social, and paid media.
Knowledge of customer experience (CX) work, developing customer personas, audience segmentation, and customer journeys.
Familiarity with leveraging data and technology to support marketing automation and personalization within customer experiences
Proficiency in analytics and implementation of measurement solutions
Excellent project management, interpersonal, presentation, and communication skills
Self-starter with proven ability to successfully kick-start new initiatives and to drive complex issues through analysis and resolution

Experience in organizations pursuing digital transformation, particularly in the CPG or retail industries
Experience partnering with teams to develop outputs that enable program development and stakeholder buy-in, such as personas, journey maps, user flows, information architecture, and wireframes
Extensive knowledge and experience with driving and applying user-centered design processes for 360 customer experiences and digital engagement strategies, including lead generation, demand generation, and loyalty programs.


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