Sr. Planner, Brand Experience, Content

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. Planner, Brand Experience, Content
Twin Cities Metro
Minneapolis, MN

This role is a part of the Brand Experience team and is responsible for collaborating with the Kid Cereal and Innovation BX Planners to write content strategy, plan creative asset development and set the design approach for Cinnamon Toast Crunch, Lucky Charms, Reese’s Puffs and new cereal brands. The ideal candidate will be proficient in developing omni-channel content strategy and creative that links to the overall brand strategy, tone and personality.


As an individual contributor within the Brand Experience team, they will support BX Team and agency partners to concept and produce a large portion of the brands’ consumer-facing content, including but not limited to: digital and social static & video content (digital banners, videos for use in paid & owned social, photography, gifs, graphics), static print (in-store POS and print ads), website, ecomm assets and brand guides (photography style, brand usage guidelines, asset tool kits).

  • Development of content strategy in partnership with Brand Experience Planners
  • Creation of brand guidelines for use by other collaborators, agencies and partners
  • Creative development or leadership (photo & video shoot, photo & video editing, web design, print/graphic design) across many non-broadcast communications touchpoints, including digital, social, print, and in-store
  • Production and trafficking of assets, as needed (adaptation to different specifications, sizing, naming, etc.) 
  • Collaboration across Marketing, BX & agency partners 
  • Access and exposure across the broad Brand Experience community


  • Bachelor’s Degree (BFA) preferred, but strong portfolios with relevant work experience will be considered.
  • Preferred Majors: Communications, Graphic Design, User Experience Design, Multimedia Design, Photography, or Cinematography/Media Production
  • Strong ability to translate communication strategy into consumer-first creative execution; strong understanding of the principles of design 
  • Planning & execution experience in marketing communications, digital content, social media, in-store marketing, ecommerce 
  • Highly resourceful, self-motivated, and a creative problem solver


  • Ability to collaborate with others towards a common goal, creatives and non-creatives alike
  • Strong time and project management skills to effectively balance multiple projects and deliverables
  • External focus in the field of modern digital and social brand communications
  • Ability to build strong empathy for a variety of consumer targets and leverage for creating content that resonates with the audience.
  • Ability to creative write and/or design

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