Marketing Communications Sr. Planner – National Couponing Promotions

General Mills

General Mills is reshaping the future of food. We believe food makes us better. It nourishes our bodies, brings us joy and connects us to each other. As one of the world’s leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Nature Valley, Betty Crocker, Yoplait, Annie’s Homegrown, Old El Paso, Epic Provisions, Blue Buffalo and more. Are you passionate about the future of food? You’ve come to the right table. We want the very best talent to help lead something big.

Position Details

Marketing Communications Sr. Planner – National Couponing Promotions
Twin Cities Metro
Minneapolis, MN

Looking for an opportunity to innovate to be a force for good? We’re looking for an emerging leader to extend and expand General Mills rich history of innovation in the consumer and retail incentives space. In this role, you’ll work within our North American Retail segment as part of the Brand Experience team. You will be responsible for developing incentives plans – the way we use coupons, rebates, promotional offers and samples – to support and achieve marketing communications and business outcomes within our Meals and Baking operating unit. You’ll be part of a team of incentives professionals who develop strategies and plans to maximize tens of millions of dollars in annual investment across our portfolio of brands. A growth mindset is critical as you’ll craft our strategies, plans, partners and programs to operate in a digital- and mobile-first world. This is an exciting time as incentives and promotional programs are emerging in reinvention amidst the changing consumer and retail landscape combined with significant technological advances. If you’re passionate about what motivates consumers to buy and thrive on building innovative marketing plans, we would love to hear from you.


In this role, you will utilize your skills and experience to:

  • Shape our incentives approach to achieve strong, coupon-based business results 
  • Work closely with brand teams to create consumer first coupon strategies, ideas and plans 
  • Champion innovative ideas across relevant channels and tactics, especially in the areas of: national coupons, retailer loyalty programs, digital offers and value stream

Be an incentives expert by always:

  • Being curious about consumers and their interests and motivations 
  • Monitoring competitors and best-in-class peers and their strategies and actions 
  • Partnering with our vendors to maximize their respective insights and capabilities 
  • Identifying trends to anticipate the future and gain advantage via test and learn

Serve as key point of contact and connection with one or more external incentives vendors

Evaluate plan performance and delivery to make real-time updates and optimizations

Work with cross-functional partners to measure and refine strategies and executions

Capture and share learning and best practices with your brand teams and incentives peers

  • Bachelor’s or master’s degree in marketing, communications, finance or statistics 
  • 4-5 years marketing promotions, agency or manufacturer experience 
  • 2+ years of incentives/couponing experience 
  • Experience working across multiple marketing communication channels and touchpoints 
  • History of developing and executing multi-faceted incentives plans 
  • Ability to translate strategies into tactical plans and executions 
  • Developing skills with analytics, influence and storytelling 
  • National and/or CPG brand experience preferred with multi-million-dollar budgets per year

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