Sr. Brand Manager - Cheerios

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

Sr. Brand Manager - Cheerios
Twin Cities Metro
Minneapolis, MN


We are looking for the next person to lead one of the company’s most iconic brands! Working on Cheerios brings many exciting opportunities to lead the cereal OU and NAR to growth and to have an impact on more than 10 million consumers every day. As the largest brand in the cereal category, Cheerios has delivered three consecutive years of growth after almost of decade of prior declines and is on track to deliver again for a fourth! Our Heart Health strategy is working well to drive penetration among aging adults, we have a highly successful Oat Crunch line that is well positioned for acceleration, and we have new orchards of growth behind strategies to win with Hispanic families and younger families. This is an exciting time to join a $1B business with momentum!

In the Sr. Brand Manager job you will play a critical role shaping the Cheerios brand strategy, financial model and innovation/renovation pipeline. You will also have significant opportunities to influence more broadly across the OU by playing a lead role in initiatives like Force For Good, sourcing priorities, and multi-cultural strategies. As a leader, you will inspire a high-performing cross-functional team of more than 30 people and develop a team of four direct reports. In this role you will build critical skills to enhance your leadership potential including the power of influence across the organization, strategic planning, and managing a P&L. We are looking for someone who brings experience leading and inspiring large teams and building plans for growth.

In MFOU, we believe cereal and yogurt have the power to change lives. They provide nutrition people need, great taste so they happily choose to eat it, and affordability so all can access. We believe to unlock their full impact, cereal and yogurts should be enjoyed every day. Our purpose is to nourish the potential of every day for a brighter tomorrow. Come be a part of this inspiring vision and experience the energizing culture in the MFOU!

Scope of Role:

  • P&L: In prior years this role tended to lean toward demand generation, but we have reshaped the responsibility to have accountability over and influence the business model, inclusive of total commercial investments, manufacturing and sourcing strategies, and SRM.
  • Portfolio LRP Strategy: We are still in the process of building our three-pillar brand structure that influences everything from communications to renovation and innovation priorities. You will have the ability to see it through to the finish line!
  • Connected Commerce: As the largest brand in the category we aspire to be a leader in connected commerce. We have a clear understanding of the SCANR priorities but still have opportunity to identify the lead opportunities to win.
  • Sourcing/Supply Chain: We have faced unique challenges this year attributed to oats and honey and have identified opportunities to advance our manufacturing strategy, both of which require heavy engagement with the cross-functional team to advance.
  • Innovation/Renovation Planning: We have a dedicated cross-functional team designed to launch two tier one launches per year and advance renovation opportunities.
  • Customer Distribution and Merchandising Alignment: With the new NAR Operating Model we have established integration points to come together with the customer teams to influence your brand and business priorities


  • Lead with end-to-end general management mindset driving all aspects of brand performance 
  • Create multi-year plans across the 4Ps to drive short and long-term growth 
  • Balance and prioritize the role of innovation, renovation, HMM, distribution, trade, SRM, promotions/comms in achieving Cheerios’ aggressive growth target 
  • Partner with Brand Experience to create a clear strategy to drive annual plans 
  • Lead cross-functional team to profitably win with key customers and continue to build out a robust omni channel strategy 
  • Unleash the power of people by empowering and developing team through Engaging Leader behaviors with four direct reports.


  • Bachelor’s degree and 9+ years of work/internship experience, ideally background in: CPG Brand Management or P&L Ownership/General Management experience 
  • Ability to determine how to use 4Ps to achieve brand strategy and goals 
  • Ability to choose levers to balance short-term commitments and long-term brand health 
  • Understand P&L mechanics and how to impact topline and bottom-line drivers 
  • Large, matrixed organization experience 
  • Success in leading & coaching others


  • MBA 
  • Experience as Brand Manager or similar role 
  • Comfortable pitching brand plans to internal and external customer stakeholders

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