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SR. BRAND EXPERIENCE PLANNER & DIGITAL PLATFORM LEAD, ANNIE’S & OLD EL PASO

Full-time position with General Mills in Minneapolis
Job posted May 10, 2023

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About The Role

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.

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 innovation launches, providing holistic orchestration support as part of the BX 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.

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

 

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