Planner, Customer Marketing, Pure Play - Emerging Customers

General Mills


We exist to make food the world loves. But we do more than that. General Mills is a place that prioritizes being a force for good, a place to expand learning, explore new perspectives and reimagine new possibilities, every day. We look for people who want to bring their best—bold thinkers with big hearts who challenge one other and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what’s next.

Position Details

Planner, Customer Marketing, Pure Play - Emerging Customers
Twin Cities Metro
Minneapolis, MN

Customer Marketing (CM) team members play a direct role in driving incremental volume at our Priority Emerging Retailers through design and execution of customer-centric, omnichannel marketing and event programs in partnership with our Brands, Sales Teams, and Retailers.

We are seeking a Customer Marketing Planner to lead account-specific shopper marketingstrategy, activation, and reporting within our Ecommerce and Pureplay region for our emerging business (mainly DoorDash, Shipt, Uber, and GoPuff). Key responsibilities for this role include analyzing multiple data sources to bring strategic thinking and strategies for our GMI brands forward, development of annual strategy for priority brands across all 3 operating units, development of campaign/creative briefs, search planning and execution and execution of projects.It requires interaction with the retailer merchants and retail media teams, as well as internal Sales and brand teams, analysis team, and agencies. The role provides exposure and learning in the areas of Commerce, Strategy, Planning, External Partner Management, and Matrix Relationship Management.


  • Lead strategy and execution of General Mills retailer shopper marketing programs and tactics with internal and external groups 
  • Develop shopper marketing plans and presentations
  • Develop and foster new retail media joint business partnership relationship agreement 
  • Oversee creative briefs, timelines, media performance, etc. in support of shopper campaigns 
  • Strategically plan and optimize search plans for key customers as well as start up customers 
  • Lead and participate in key customer meetings 
  • Foster strong working relationships with sales and marketing team members 
  • Maintain account level shopper marketing budget and approve invoices 
  • Conduct data/event analyses 
  • Upskill and maintain industry POV for delivery platform businesses and opportunity to advance technology across customers and GMI brands


  • Bachelor’s Degree, preferably in Economics, Marketing, Advertising or Business 
  • Minimum 3 years in Shopper or Brand Marketing, Sales or eCommerce 
  • Experience selling customer marketing plans to retail customers 
  • History of collaboration with cross-functional teams, agency partners 
  • Strong business acumen, linking analytics with consumer insights to deliver results 
  • Flawlessly own and maintain budget details 
  • Project management expertise with strong communication skills (written and verbal) 
  • Ability to work independently and pick up new systems, data, tools – and rapidly apply them to delivery actionable insights.


  • Experience in developing account specific marketing plans 
  • Ability to leverage strong analytic skills,uncover and develop analytic results – from insights to decision via compelling storytelling and data visualization 
  • Natural curiosity, comfort with quantitative problem solving, and ability to clearly communicate complex results.

Salary Range:

The salary range for this position is $61700.00 - $92700.00 / 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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