Sr Planner, Brand Experience, Performance Media Meals & Baking Solutions

Full-time position with General Mills in Minneapolis
Job posted May 3, 2023

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About The Role


Come join the team at the center of building an industry-disrupting performance marketing engine for General Mills, powered by data and experimentation!

We are seeking an experienced digital media strategist to fill the role of Sr. Planner, on the Brand Experience Performance Marketing team in the Meals & Baking Solutions operating unit. In this role, you’ll work with a cross-functional team to shape, enable, execute, and optimize media plans across a range of brands like Pillsbury and Old El Paso that deliver on the brand’s sales and learning objectives. You will learn to operate in an agile and iterative process with accountability to drive specific KPI’s and measurable outcomes. We’re looking for someone with a strong growth mindset who is looking for their next challenge!


Performance Media Plan Development, Execution & Optimization

Develop Performance Marketing strategies for brands based on media best practices, performance, and insights to solve specific consumer problems and drive immediate business results
Leads execution of work with media agencies, creative partners, social & programmatic platforms, business unit teams & cross functional partners – to build and execute digital media campaigns
Monitors & Identifies media driven optimization opportunities and testing hypotheses based on Datorama & agency reporting. Directs national media agency on in-platform performance media execution and optimization.
Define, size, and prioritize data-driven audiences based on media addressability in-platform using 1P, 2P & 3P data via DMP, DSP and social platforms for agency activation
Create and optimize shoppable media experiences
Ensure delivery of Performance Marketing principles and targets as outlined by central media team

Testing, Analytics and New Capability Development & Deployment

Lead experience planning and execution including idea and content development across digital touchpoints for rapid test-and-learn pilots and new capability deployment
Translate digital plan elements into requirements and timelines, communicate needs and track progress of deliverables
Monitor plan results against KPI’s and oversee optimizations to enhance outcomes
Oversee and track test specific budgets. Leverage internal tools to setup purchase orders and execute billing
Share information and learning across extended Performance Marketing team


Bachelor’s degree required in marketing, communications, or related field
3+ years digital marketing experience at an agency or consumer-focused marketing organization
Understanding of digital media, including media planning and activation, ad serving and tracking tools, tag management systems, reporting and analytics
Exposure to data segmentation and targeting
Effective cross-functional collaboration and verbal/written communication skills
Experience managing agency and third-party relationships
Exceptional organizational skills and attention to detail
Strong troubleshooting skills
Should thrive in scenarios with high expectations, ambiguity, and many stakeholders


5+ years of experience in data-driven or digital marketing role for large brands
Hands on experience with data segmentation and targeting
Hand on keyboard media activation experience
Passion for digital thinking, innovation, and ideation
Agile marketing experience a plus


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