Sr Planner, Influencer & Content, Nature Valley

OVERVIEW

The Influencer & Content (I&C) Sr. Planner will be responsible for planning and execution of social media and influencer marketing initiatives for the Snacks Operating Unit with emphasis on Nature Valley bars.

This role partners with social and influencer agencies to develop on-brand, on-strategy paid and organic content plans that connect with target audiences and meet brand KPIs. This role collaborates closely with Marketing Planning & Activation (MP&A) Specialists, Integrated Agency Team (IAT) peers (Creative, Media, Influencer, Social, PR) alongside Brand Management to align influencer and social content execution with broader brand goals and will coordinate with external partners to drive seamless campaign delivery against defined brand objectives and social-first standards.

KEY ACCOUNTABILITIES

• Social Media Management & Optimization:

• Act as internal subject matter expert for social platforms, dynamics, and opportunities.

• Act as an "always-on" social monitor - spotting cultural moments, topics, or trends and elevating actionable opportunities to brand teams for rapid approval and activation.

• Social Listening in partnership with I&A, and Social/Influencer agencies to develop actionable insights.

• Partner with Influencer & Content Manager, Brand Management, MP&A Specialists, and Media Lead to develop plans, KPIs, learning agendas, and investments.

• Manage social media agency for social strategy, channel approach, investment, community management and content creation.

• Maintain owned channels: Meta, TikTok and YouTube.

• Provide recommendations for boosting and optimizing content.

• Establish and track campaign metrics in real-time (reach, engagement, conversions).

• Own and complete optimization and performance reporting templates designed by the Influencer and Content Planning Director.

• Strategic Planning & Collaboration:

• Participate in Brand and Marketing Expert Team (MET) planning sessions, leveraging a culturally engaged social and influencer lens to enhance brainstorms for activation ideas.

• Collaborate with IAT (Creative agency, media, Influencer, PR) to ensure integrated strategies.

• Influencer Marketing Expertise:

• Partner with Influencer and Content Manager, Influential agency to develop an Influencer strategy and plan that is on-brand, on-strategy, connects to the target audience, and meets brand KPIs.

• Lead the day-to-day execution of established influencer tactical plans, ensuring timelines, deliverables, and approvals are met.

• Manage day-to-day execution with agencies and selected influencers, serving as a primary point of contact for assigned initiatives.

• QA influencer content for compliance, brand safety, platform standards, and cultural alignment, and independently manage revisions with creators.

• Content Strategy & Development:

• Act as internal subject matter expert for best-in-class content strategy, planning, and development.

• Contribute to the development and lead the execution of best-in-class content strategy plans for assigned brands/campaigns.

• Collaborate with Brand Management, Studio G, and Agency partners.

• Coordinate content and influencer deliverables with broader content calendars to ensure consistent storytelling across MET outputs.

• Share creator opportunities and social-first activation ideas to integrate into content, media, and retail media plans.

MINIMUM QUALIFICATIONS

• Bachelor's degree in a related field.

• At least 3 years of experience managing a brand's social media account preferably within CPG, consumer-brand settings, or at an agency.

• At least 3 years of experience in influencer marketing, preferably within CPG, consumer-brand settings, or at an agency.

• Strong knowledge of social platforms (TikTok, Instagram, YouTube) and creator ecosystem dynamics.

• Comfort working cross-functionally in multidisciplinary teams.

• Strong communication and storytelling skills (verbal & written).

• Experience in fast-paced environments, managing multiple projects simultaneously.

• Ability to build and nurture relationships across multiple key stakeholders.

• Creative thinking and problem-solving abilities.

• Consumer empathy, analytical & research skills.

PREFERRED QUALIFICATIONS

• 3+ years of experience in content creation management.

• Proven ability to manage agency relationships and negotiate deliverables to brand standards.

• Experience navigating complex organizations.

• Experience building and optimizing influencer and social activation playbooks or workflows.

ADDITIONAL CONSIDERATIONS

• Minneapolis, MN preferred, US remote eligible
• International remote working arrangements (outside of the US) will not be considered
• Applicants for this position must be currently authorized to work in the United States on a full-time basis. General Mills will not sponsor applicants for this position for work visas

We exist to make food the world loves. But we do more than that. Our company is a place that prioritizes being a force for good, a place to expand learning, explore new perspectives and reimagine new possibilities, every day. We look for people who want to bring their best - bold thinkers with big hearts who challenge one other and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what's next.

Salary Range

The salary range for this position is $81000.00 - $135200.00 / Annually. 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 decisions including, but not limited to, educations, 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.

Reasonable Accommodation Request

If you need to request an accommodation during the application or hiring process, please fill out our online accommodations request form by following this link: Accommodations Request.