Foodservice Brand Experience Manager

General Mills


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


We have an exciting opportunity for a strategic leader to help us shape the future of our Foodservice business at General Mills during a time of tremendous acceleration, growth and change. Here, we are building new teams, processes & technologies to create a best-in-class experience for our customers, our Foodservice Operators. Within the Foodservice division at General Mills, we use our passion and commitment to create food experiences that enrich lives, businesses and our communities.

For our Brand Experience and Content Strategy Leader, we are looking for someone with a passion for strategy, content, connected experiences, and all things best-in-class-marketing. As a senior leader on the team, you will be responsible for both developing & leading team strategy as well as coaching and developing the team towards success. You will work in partnership with our channel marketing, insights, performance marketing, digital, creative, data, media teams and partners to create audience-led, insights-driven, measurable, on-brand, operator experiences that create impact at scale across our business channels.

This role requires a love for strategy and uncovering possibilities, a passion for customer-centered work, content expertise, strategic thinking, comfort in ambiguous situations, strong interpersonal and communication skills across all levels and functions, and the ability to navigate and influence a matrixed structure to successfully advance the priorities of the team.

Position Details

Foodservice Brand Experience Manager
Twin Cities Metro
Minneapolis, MN


You are a blend of strategist, storyteller, researcher, and problem solver. You are customer experience driven and willing to go the extra mile to understand customer needs, and deliver meaningful messaging and positioning. You make the complicated clear. You are forward-thinking, analytical and have a problem-solving mindset, and are drawn to building off of ambiguous and unsolved problems.

You know that great campaigns and content not only solve problems, but also drive businesses to succeed. You believe content strategy must be embedded into the entire process - and enjoy playing the role of connector between teams throughout it. You can make sense of areas of grey, and like organizing ideas and processes. You are able to link insight to idea. You’re able to take customer trends and bridge to strategic whitespace opportunities. You have a strong point of view on content strategy and can articulate it as a champion of the discipline, and a true expert. You are able to effectively communicate your ideas and creative recommendations, facilitating and contributing to discussions with key stakeholders and leadership.

You are well versed in customer experience foundations, campaign and content strategies, including high-level messaging strategies based in user insights, communication plans, and brand definitions. In addition to having a quick analytical mind, you are a student and maker of culture - with a keen sense for not just what's needed, but why. You will identify the right strategy to share stories across the digital landscape and the best way to drive audience to these stories. In this role, you will inform content planning from initial strategy and solutions to execution and post-launch optimization. You will create a close partnership with our performance marketing team and agency partners to understand KPIs and performance metrics to ensure optimization is part of your continuous strategy & planning process. You are an authentic, open, and honest leader and collaborator.


  • Lead & manage the daily operations of the Foodservice Brand Experience team 
  • Drive strategic vision for campaign and content strategy across and within the division 
  • Build the customer experience and content strategy discipline by creating a culture of sharing everyday learnings across the organization. Represent both the customer/operator interest and the business need in strategy development sessions. Present content strategy methods, recommendations, thought leadership and rationale to peers and cross-functional partners. 
  • Collaborate with Channel Marketing on creative briefs, briefings and comms plans for multi-channel and channel-specific campaigns 
  • Develop & optimize messaging matrixes and define narratives that outline where, when, why, and how we communicate the value of our brand and our products. 
  • Work with our insights team to source and analyze data, user research, benchmarking, and customer engagement to optimize content strategies and investments. 
  • Focus on driving measurable impact of content on core KPIs and how these directly tie to key yearly goals 
  • Surface trends and operator behaviors across spaces that directly connect to Strategy. 
  • Author clear, concise content briefs that define the messages and consumer experiences for quarterly/monthly/in-the-moment content needs. 
  • Act as a strategic partner to the data & analytics team to ensure reporting is telling a story and, in turn, using data to influence future content/channel efforts

Minimum Qualifications:

  • A broad set of strategic and creative skills, with a foundational understanding of driving customer insights to strategy 
  • 7+ years of customer experience and content strategy work 
  • Strong team leadership experience 
  • Experience with all phases of campaign and content creation – ideation & concept development, editorial strategy, visual creative of all formats (video, motion, photography, etc.) 
  • Experience in successfully collaborating within large multi-disciplinary teams. 
  • Experience measuring the impact of campaigns and content 
  • An analytical mind with the ability to spot patterns and trends across insights and performance

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