Brand Experience Sr. Planner, Commerce

General Mills


We make food the world loves: 100 brands. In 100 countries. Across six continents.

Position Details

Brand Experience Sr. Planner, Commerce
Twin Cities Metro
Minneapolis, MN

As the Brand Experience Sr. Planner, Commerce, you will lead the planning and execution of the Morning Foods eCommerce strategy, using the SCANR (Search, Content, Assortment, Navigation, Ratings & Reviews) framework. You will focus on evaluating and recommending data-driven optimizations for search and content across core brands to deliver on business objectives. You will lead a cross-functional team of creative agency and eCommerce capability specialists to launch best in class digital shelf content for Morning Foods SKUs across key retailers. You will partner with Performance Marketing to look holistically at national brand and retailer media plans, implementing personalized, shoppable creative that enables consumers to purchase our portfolio of products when, where and how they want. The right person for this role has experience in brand experience, customer marketing or eCommerce, is data-driven and eager to lead our portfolio of iconic brands into the future of commerce.


SCANR: define eComm and SCANR goals, KPIs and ongoing improvements and optimizations across:

  • Search strategy: lead planning and execution of brand retailer search strategies, briefing customer marketing teams to execute superior retailer search plans 
  • Content: own briefing, project management and creative review process for eComm content including search-optimized copy, product detail page images, videos, brand pages and seasonal or promo content 
  • Measurement: partner with data analysts to consolidate search and content data into an actionable report that is shared back with the brand and customer teams 
  • Budget management: lead the Commerce budget & eComm budgets; partner with SRM, finance and customer marketing to identify investment gaps and ROI opportunities 

Partner with performance marketing to provoke stronger brand connection and conversion through personalized national and retailer media that delivers the right message to the right audience at the right time

eCommerce subject matter expert for brand teams, actively participating in the plans process to integrate eCommerce in a bigger way and bring forward ideas and solutions to drive stronger omnichannel brand plans

Project management: this role requires a detail-oriented orchestrator who leans into agility, has a learning mindset and isn't afraid to dig in, ask questions and pivot when needed

Cross-functional Collaborator and key business partner for: 

  • MFOU brand teams 
  • Commerce teams across NAR 
  • Shopper marketing teams 
  • Central BX OU specialists: Consumer insights, strategists, multicultural marketing, price and promotions, media, performance marketing 
  • Central eCommerce specialists: NAR eComm, global eComm, eComm capabilities


  • 4+ years of previous marketing communications experience 
  • Experience in digital marketing or eCommerce, with an emphasis on search and content 
  • Experience building and executing multi-faceted campaigns in physical and digital environments 
  • Detail-oriented self-starter who can both see the big picture and dig into details 
  • Ability to work autonomously and prioritize a workload of many different brands 
  • Value-adding relationship builder 
  • Strong writing and presenting skills with ability to simplify complex subject matter


  • Brand Experience or Customer Marketing background 
  • Search specialist 
  • Agile framework or iterative experience

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