Cereal Influencer & Content Manager
General Mills, Minneapolis, MN, United States
OVERVIEW
The Cereal Influencer & Content (I&C) Manager will be responsible for leading the cereal I+C team while building detailed planning and execution of influencer marketing, owned social media, and content development initiatives for assigned brands – granola, Chex, Wheaties. This role brings a social‑first approach to brand campaigns, ensuring creator partnerships deliver cultural relevancy, consumer connection, meaningful scale, and measurable impact. The position oversees day‑to‑day influencer relationships, execution plans, QA, and continuous optimization across creator activations. It collaborates closely with Brand Management, Incentives, Content Production, Media, and Retail Media to align influencer execution with broader brand goals, and partners with the Business Unit Director leadership team as needed.
KEY ACCOUNTABILITIES
Build and execute against best‑in‑class content strategy plans.
Act as the brand’s always‑on social monitor—spotting cultural moments, topics, or trends and elevating opportunities to brand teams for rapid approval and activation.
Manage and develop a team of 3 I&C Specialists.
Oversee and execute in partnership with Influencer agency: establish influencer tactical plans, ensuring timelines and deliverables are met.
Oversee social media strategy, content development, and boosting in partnership with social agencies.
Leverage content planning and social influencer strategy templates designed by the Influencer and Content Planning Director.
Day‑to‑day execution with agencies and selected influencers.
QA influencer content for compliance, brand safety, platform standards, and cultural alignment.
Direct and prioritize the focus of Influencer and Content Planning Specialists and report to the Influencer and Content Planning Director, seeking guidance and elevating insights.
Implement Director/agency feedback and manage revisions with creators.
Establishand track campaign metrics in real time (reach, engagement, conversions) in partnership with optimization and elevate issues to Director or agencies as needed.
Identify optimization levers during campaigns (e.g., posting cadence, format, creator mix) and recommend adjustments.
Own and complete optimization and performance reporting templates designed by the Influencer and Content Planning Director.
Champion and implement governance and guardrails for continuous activation established by the ICP Director.
Participate in Brand and Marketing Expert Team (MET) planning sessions, leveraging culturally engaged influencer lens to enhance brainstorms for activation ideas and improve execution timing.
Coordinate content and influencer deliverables with content production peers to ensure consistent storytelling across MET outputs.
Support content planning by mapping creator deliverables to broader content calendars and ensuring influencer output integrates with brand storytelling.
Share creator opportunities and social‑first activation ideas to integrate into content, media, and retail media plans.
Review influencer briefs and contracts to confirm compliance with disclosure and platform guidelines.
Ensure creators apply appropriate FTC disclosures and brand‑safety guardrails in all posts.
Maintain up‑to‑date compliance trackers and playbooks for reference by MET and agencies.
Escalate non‑compliance issues quickly and propose corrective actions.
MINIMUM QUALIFICATIONS
Bachelor’s Degree in marketing or a related field.
At least 5 years in influencer/creator or social media marketing, preferably within CPG, consumer‑brand settings, or at an agency.
At least 3 years of experience in content creation management.
Hands‑on experience executing creator campaigns end‑to‑end (briefing, contracting, QA, reporting).
Strong knowledge of social platforms (TikTok, Instagram, YouTube) and creator ecosystem dynamics.
Comfort working cross‑functionally in multidisciplinary teams.
Strong communication and storytelling skills.
Experience in fast‑paced environments, managing multiple projects.
Ability to influence and build relationships across multiple key stakeholders, across several functions and levels.
Creative thinking and problem solving.
Consumer empathy, analytical & research skills.
Record of strong coaching & mentoring skills, and interest in developing others.
PREFERRED QUALIFICATIONS
5+ years in influencer/creator or social media marketing, preferably within CPG, consumer‑brand settings, or at an agency.
3+ years of experience in content creation management.
Previous people‒management experience.
Experience navigating complex organizations.
Proven ability to manage agency/creator relationships and negotiate deliverables to brand standards.
Experience building and optimizing influencer activation playbooks or workflows.
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KEY ACCOUNTABILITIES
Build and execute against best‑in‑class content strategy plans.
Act as the brand’s always‑on social monitor—spotting cultural moments, topics, or trends and elevating opportunities to brand teams for rapid approval and activation.
Manage and develop a team of 3 I&C Specialists.
Oversee and execute in partnership with Influencer agency: establish influencer tactical plans, ensuring timelines and deliverables are met.
Oversee social media strategy, content development, and boosting in partnership with social agencies.
Leverage content planning and social influencer strategy templates designed by the Influencer and Content Planning Director.
Day‑to‑day execution with agencies and selected influencers.
QA influencer content for compliance, brand safety, platform standards, and cultural alignment.
Direct and prioritize the focus of Influencer and Content Planning Specialists and report to the Influencer and Content Planning Director, seeking guidance and elevating insights.
Implement Director/agency feedback and manage revisions with creators.
Establishand track campaign metrics in real time (reach, engagement, conversions) in partnership with optimization and elevate issues to Director or agencies as needed.
Identify optimization levers during campaigns (e.g., posting cadence, format, creator mix) and recommend adjustments.
Own and complete optimization and performance reporting templates designed by the Influencer and Content Planning Director.
Champion and implement governance and guardrails for continuous activation established by the ICP Director.
Participate in Brand and Marketing Expert Team (MET) planning sessions, leveraging culturally engaged influencer lens to enhance brainstorms for activation ideas and improve execution timing.
Coordinate content and influencer deliverables with content production peers to ensure consistent storytelling across MET outputs.
Support content planning by mapping creator deliverables to broader content calendars and ensuring influencer output integrates with brand storytelling.
Share creator opportunities and social‑first activation ideas to integrate into content, media, and retail media plans.
Review influencer briefs and contracts to confirm compliance with disclosure and platform guidelines.
Ensure creators apply appropriate FTC disclosures and brand‑safety guardrails in all posts.
Maintain up‑to‑date compliance trackers and playbooks for reference by MET and agencies.
Escalate non‑compliance issues quickly and propose corrective actions.
MINIMUM QUALIFICATIONS
Bachelor’s Degree in marketing or a related field.
At least 5 years in influencer/creator or social media marketing, preferably within CPG, consumer‑brand settings, or at an agency.
At least 3 years of experience in content creation management.
Hands‑on experience executing creator campaigns end‑to‑end (briefing, contracting, QA, reporting).
Strong knowledge of social platforms (TikTok, Instagram, YouTube) and creator ecosystem dynamics.
Comfort working cross‑functionally in multidisciplinary teams.
Strong communication and storytelling skills.
Experience in fast‑paced environments, managing multiple projects.
Ability to influence and build relationships across multiple key stakeholders, across several functions and levels.
Creative thinking and problem solving.
Consumer empathy, analytical & research skills.
Record of strong coaching & mentoring skills, and interest in developing others.
PREFERRED QUALIFICATIONS
5+ years in influencer/creator or social media marketing, preferably within CPG, consumer‑brand settings, or at an agency.
3+ years of experience in content creation management.
Previous people‒management experience.
Experience navigating complex organizations.
Proven ability to manage agency/creator relationships and negotiate deliverables to brand standards.
Experience building and optimizing influencer activation playbooks or workflows.
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