Marketing Communications Sr. Planner, Owned Media Platforms – Audience Development and Monetization

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, Owned Media Platforms – Audience Development and Monetization
Twin Cities Metro
Minneapolis, MN

We are seeking a digital marketer to join our Owned Media team. Our goal is to create plans that elevate our consumer’s emotional connection to our brands. In this role, you will be responsible for the direction and day-to-day management of General Mills monetization efforts and audience development initiatives. We are looking for someone to utilize their media skills to meet programmatic revenue, paid traffic driving, and paid/organic acquisition goals on Betty Crocker, Pillsbury, and Tablespoon content platforms. The experiences you deliver will create funding to invest in initiatives to grow audience size in order to increase reach, engagement, and create demand for our brands.

This role will allow you to gain experience in:

  • Developing or executing plans that fit within a holistic brand experience
  • Cultivating strong relationships and collaborating with internal and external partners
  • Programmatic media and ad operations
  • Planning and execution across channels and touchpoints


  • Lead monetization activities to achieve revenue and direct profit objectives through yield management and partnership development 
  • Serve as the resident expert of revenue driving initiatives, advertising capabilities, and programmatic media for,, and 
  • Work with cross-functional teams to optimize and develop upon existing advertising capabilities to drive additional revenue while continuing to improve site user experience 
  • Maintain strong external focus to identify & apply new requirements, trends, and best practices in a rapidly changing industry 
  • Develop and maintain direct buyer relationships to drive profitable partnership growth 
  • Support manager in long-range planning through business modeling, forecasting, and roadmap creation 
  • Oversee ad operations team and day-to-execution of internal/external ad campaigns and trafficking 
  • Accountable for maintaining and optimizing ad tech stack including programmatic auction systems and partners 
  • Deliver reporting and updates on weekly, monthly, and quarterly business results 
  • Collaborate with channel owners to understand content plans, consumer trends and business performance to enable development of mutually beneficial programs & business results 
  • Set strategy and coordinate performance media efforts with external media agency (Traffic driving and acquisition) 
  • Lead member and subscriber acquisition by creating, executing, and analyzing acquisition strategies across owned platforms 
  • Develop and execute promotional/testing calendar for member and newsletter subscriber acquisition & conversion 
  • Work as part of a large, cross-functional team of subject matter experts to solve problems and find solutions that enable us to create impactful experiences for brands and consumers


  • 3-5 years experience in digital media strategy, or publisher monetization 
  • Agency and vendor relationship management experience 
  • Ownership and/or management of a budget or sales target 
  • Working knowledge buy/sell side media – ad serving, data management, real time bidding, tagging/tracking, optimization, etc. 
  • Strong project management skills and attention to detail with proven ability to coordinate activity with cross-functional teams 
  • Ability to identify and remove obstacles for your individual deliverables and your cross-functional team’s deliverables 
  • Ability to understand high level business strategy and translate to paid media plans and execution 
  • Bachelor’s Degree in Business, Marketing, or similar


  • Programmatic and Google Ad Manager / DFP experience preferred

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