Sr. Planner, Digital Content Strategy & Design

General Mills


We exist to make food the world loves. But we do more than that. Our company 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, Digital Content Strategy & Design
Twin Cities Metro
Minneapolis, MN

Are you an innovative content creator with a passion for design? Our Brand Experience: Platforms Team is growing, and we are adding a Sr. Planner, Digital Content Strategy & Design role. This team is piloting new ways of working and needs a broad range of creative content to fuel its agile test, learn and scale approach as it drives forward a high velocity of data-informed, human solution-oriented initiatives.

As a Digital Content Strategist, you will plan & orchestrate communication across the digital ecosystem, inclusive of site, social, & email. As designer, you will support the creative development and execution for content across a range of digital channels. You will leverage your digital design expertise, knowledge of technology and usability and your eye for detail to create compelling, usable and inspirational digital content that translates business strategies into brand communications and user experiences.

We’re looking for someone with a strong growth mindset who is looking for their next challenge. Operating within an agile and iterative marketing approach, you will help accelerate our growth as part of a talented cross functional team.


Content Strategy & Execution

  • Build & execute multi-channel digital content strategies that deliver against brands’ experience strategies and goals 
  • Bring content plans to life, ensuring flawless execution of content, inclusive of copywriting, editing, and publishing 
  • Optimize content plans, with an agile mindset, based on trends, performance learnings, and industry best practice 
  • Collaborate with internal technical teams, internal kitchens teams & external agency teams throughout the process; navigating and advocating a matrixed organization to bring content to life


  • Provide consumer-centered design expertise from concept to delivery on behalf of and in collaboration with brand teams 
  • Design and produce digital marketing assets, including but not limited to: display, gifs, and video across mobile, desktop, social and email campaigns including a range of A/B tests 
  • Ensure designs are optimized for target users, platforms, channels, and technologies — for example, creative content meets the unique requirements of a target audience, social media platform, and/or mobile viewing experience 
  • Collaborate with brand teams, technical teams, and external creative partners, following their direction when appropriate 
  • Ensure consistency with existing brand standards, templates, and style guides 
  • Responsible for quality control over all delivered content

Testing, Analytics and Optimization

  • Understand current digital trends, user experience standards and digital media KPIs, along with the tools and techniques for online experience development 
  • Develop creative content in support of A/B and multivariate testing of placements, messages and user experiences 
  • Leverage creative technology tools to build personalized content for target audiences, such as dynamic creative optimization (DCO) platforms 
  • Review, interpret and apply web analytics and/or testing results into actionable improvements to design elements, messaging and user experiences


  • Bachelor’s degree in Fine Art Design, Graphic Design, Web Design, Marketing, or related discipline 
  • 3+ years digital content strategy or digital design experience at an agency or consumer-focused marketing organization 
  • Able to translate written or spoken ideas into concepts, images, layouts and other designs 
  • Excellent presentation skills and the ability to articulate the pros/cons of design solutions 
  • Strong project management skills with the ability to manage multiple simultaneous projects, priorities, schedules, and deliverables 
  • Strong collaboration skills with fellow designers, developers, and cross-functional partners 
  • Flexible, curious thinker open to trying new things, changing designs based upon data-driven insights and test results 
  • Proficiency in Adobe Illustrator, Photoshop, InVision, Sketch (or similar) 
  • Knowledge of HTML and CSS 
  • Understanding of WCAG 2.0-2.1 guidelines set by 
  • Possess a comprehensive portfolio of website and digital media projects that showcase an understanding of design laws and principles and a keen eye for layout, design and color


  • 5+ years of experience in data-driven or digital marketing for large brands 
  • Experience working with packaged food and/or recipe content 
  • Exposure to agile marketing or development process 
  • Passion for digital thinking, innovation, and ideation 
  • Experience with DCO platforms/partners 
  • Copywriting experience

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