Brand Associate, Natural and Organic

General Mills


Natural and organic brands continue to drive growth throughout the food industry, and in the Natural & Organic Business Unit (NOBU) we have 3 amazing mission driven brands across multiple categories focused on continuing to elevate the standard & quality of food while also striving to do more for the planet.

NOBU is a high-energy operating unit in which we continue to operate with the entrepreneurial mindset. We believe in the triple bottom line (people, planet, and profit), and seek to make a positive impact through all our brands. Our goals are to drive share growth and penetration in our key categories, outpace food & bev RNS, and expand profit margins as we usher in the future of human health & wellness with these brands.

Position Details

Brand Associate, Natural and Organic
Twin Cities Metro
Minneapolis, MN

We are seeking a results-oriented, agile, and energetic Brand Associate to help advance these initiatives specifically by supporting Annie’s and Cascadian Farm Bars, Annie’s Category Expansion (Catex) Innovation, our Club and strategic channel offers, and HMM (holistic margin management).

This role will allow you to get a breadth of experience in the brand function by supporting both established business strategies and innovation, as well as expansion into new and strategic channels. We are in the process of reshaping our bars portfolio and there are demand spaces identified for growth. Annie’s has grown overtime through expanding into new categories and the team has a new catex strategy driving the beginning stages of developing our next big opportunity. And finally, we have significant opportunity to continue to grow and expand these brands in Club and strategic channels like Aldi and Amazon. The NOBU business already makes up 91% of MBS Costco dollar volume and we have 2 SKUs alone that make up over $60MM dollars.

Additionally, HMM will continue to be an important Plan imperative in F24 and beyond to maximize the business model, and provides the opportunity to learn about the middle of the P&L and what levers can drive margin improvement. You will partner with the HMM ABM to help build our pipeline, lead ideations, and help advance project execution. NOBU is uniquely positioned in regards to HMM; the BU has 30+ ESCs, 1,000+ unique ingredients spanning 20+ categories.

As a member of this team, you’ll join the unique culture of the Natural and Organic Business Unit. It’s a team that believes in doing good while driving business results, and ideas to think differently are celebrated. The capabilities and experiences you’ll build in this role include: Project Management & Commercialization, Performance Analytics, Cross-Functional Leadership, and Entrepreneurial Mindset. We are looking for a candidate who thrives in a fast-paced, ambiguous environment, and who is a fast starter, has experience leading projects and teams, and has a passion for the nat/org space!


Bars, Catex, and Channels Support

  • Provide business tracking on deliveries, movement, $ share with insights & recommended actions across Annie’s Catex existing categories (focus on bars) 
  • Elevate insights, identify business problems & opportunities in Monthly Business Reviews 
  • Provide key project management support and execution (Eclips, step, CPW, etc.), and participate and assist as needed in weekly commercialization meetings 
  • Partner with ABMs across multiple phases of the innovation lifecycle from white space opportunity areas to innovation commercialization initiatives 
  • Support Sales Materials development and execute on customer requests (i.e., new product info or packaging mock-ups)

Holistic Margin Management Project Lead, Tracking, and Pipeline

  • Support across the N&O Portfolio Support HMM project management and execution post charter and through the launch to win gate process across multiple categories and product platforms. 
  • Help track key changes to HMM P&L with keen attention to detail to report to cross-functional leaders across MBS 
  • Partner with HMM ABM to help build HMM pipeline and support ideations


  • Bachelor's Degree in any major (Marketing or Finance preferred) 
  • 3+ years of experience in marketing analytics or related field 
  • Strong, proven analytical skills including business diagnosis and opportunity identification; ability to translate data into meaningful insights and actions (proficient in Excel and performance tracking) 
  • Ability to lead cross-functional teams with agility 
  • Project management skills with a track record of delivering multiple projects on timeline with executional excellence 
  • Demonstrated ability to effectively build team relationships and work collaboratively 
  • Organizational skills with attention to detail and accuracy


  • Experience as a Brand Associate or similar role 
  • Familiarity with GMI systems (CPW, Eclips, BEX, SPINS, Nielsen NITRO & AOD) or demonstrated ability to learn 
  • Strong communication and “business story-telling” 
  • Ability to manage and prioritize tasks based on priorities 
  • Exposure to consumer-first thinking and/or frameworks 
  • Demonstrated ability to build a positive team culture

Salary Range:

The salary range for this position is $62300.00 - $93600.00 / 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.

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