OVERVIEW

General Mills is seeking a Senior Planner, Lifecycle Marketing Lead, to support the company's digital lifecycle marketing capability within the Betty Crocker and Pillsbury content platforms. This role will serve as the business lead for ongoing development and enhancement of the consumer's digital journey through consumer journey mapping and lifecycle triggered communications, driving engagement and satisfaction with our consumers. This position requires a strong understanding of consumer behavior, as well as the ability to leverage marketing automation tools to create personalized experiences at scale.

Ideal candidates thrive in an entrepreneurial setting, challenge the status quo and enjoy finding innovative solutions and out-of-the box ideas. They seek out and embrace change and can effectively capture input from stakeholders and utilize it to establish a clear course of action. This role will work closely with a range of key stakeholders including Brand Experience teams across operating segments and external agency partners. The Senior Planner will work in partnership with the Digital & Technology team to advance MarTech capabilities to unlock value through better digital consumer experiences, sending the right message to the right consumer at the right time.

KEY ACCOUNTABILITIES

• Define the consumer lifecycle for Betty Crocker and Pillsbury and their consumers as it relates to their digital journey across email, site and social.
• Develop strategies to move users through their lifecycle journey via personalization, automation and triggered communications out of SFMC (Salesforce Marketing Cloud).
• Collaborate closely with cross-functional teams and vendors to develop use cases that leverage our martech stack and enhance the consumer lifecycle experience
• Lead voice of consumer programming for the Content Platforms, developing a pipeline of always-on consumer feedback opportunities like NPS and customer satisfaction scores
• Test, learn and optimize communications / journeys as necessary based upon platform KPIs
• Research and keep tabs on how competitors and best in class brands are using 1PD for personalization, insights and growth
• Own all lifecycle journeys and their performance; collaborate with measurement team to give monthly and quarter readouts on lifecycle performance and insights.
• Partner with the technical solution manager and team to engage with Salesforce about product enhancements, fixes, etc., based on the strategic vision and roadmap
• Identify and manage dependencies and risks
• Utilize metrics to understand the anticipated and actual impact on the lifecycle strategies and business outcomes

MINIMUM QUALIFICATIONS

• Bachelor's degree or greater is required
• 3+ years of digital marketing knowledge: understanding of relevant digital marketing technology, tools, and online consumer behaviors
• Email and multi-channel marketing communications experience
• Consumer Expertise: cultivates passion and empathy for people and/or pets; understands what motivates behavior across the consumer journey, concrete examples of success in this area
• Experience with SFMC - an understanding of how to activate with a consumer digitally through technology
• Experience managing agency partners
• Experience working in a complex/highly matrixed organization
• Exposure to a broad range of consumer journey mapping tech

PREFERRED QUALIFICATIONS

• 5+ years of experience in data-driven and lifecycle strategy for large brands
• Demonstrated ability to lead large, complex, business transformation projects and delivery business impact at scale
• Experience leading and managing A/B testing
• Experience leading with teams in an agile framework - facilitating agile ceremonies (i.e., project management), managing a backlog
• Passion for digital thinking, innovation, and ideation
• Data-Informed Approach: leverages data and digital technology to inform marketing decisions
• Demonstrated ability to use digital/data analytics, user experience research, and other qualitative and quantitative metrics to inform planning and prioritization
• Strong collaboration skills with cross-functional partners in marketing, data science, analytics and technology
• Credible Presence: delivers messages across internal stakeholders & external audiences in a way that engages, inspires, and drives action
• Reliable Execution: demonstrates strong and consistent execution of remarkable experiences; defines and advances work within the allotted budget and timeline while maintaining plan integrity
• Proactive Engagement: leverages partners and resources to develop recommendations that unlock consumer-first experiences, building use cases for 'Never Been Done' activations
• Should thrive in scenarios with high expectations, ambiguity and many stakeholders

Additional Considerations:

• International relocation or international remote working arrangements (outside of the US) will not be considered

Salary Range

The salary range for this position is $67300.00 - $112400.00 / 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.