Cereal Influencer & Content Manager
General Mills, Inc, 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 their 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. This role oversees day-to-day influencer relationships, execution plans, QA, and continuous optimization across creator activations. In this role you will collaborate closely with peers in Brand Management, Incentives, Content production, Media, and Retail Media to align influencer execution with broader brand goals. The Cereal Influencer & Content (I&C) Manager will partner with the Business Unit Director (BUD) leadership team as needed and will coordinate with external partners to drive seamless campaign delivery against defined brand objectives and social first standards.
Key Accountabilities
Build and execute against best-in-class content strategy plan
Act as the brand's "always-on" social monitor - spotting cultural moments, topics, or trends and elevate 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: Established influencer tactical plans, ensuring timelines & 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 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
Establish and track campaign metrics in real time (reach, engagement, conversions) in partnership with optimization and escalate 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 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
Considerations
International relocation or international remote working arrangements (outside of the US) will not be considered.
Applicants for this position must be currently authorized to work in the United States on a full-time basis. General Mills will not sponsor applicants for this position for work visas
Salary Range The salary range for this position is $108,900.00 - $181,700.00 / 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, education, 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.
#J-18808-Ljbffr
Key Accountabilities
Build and execute against best-in-class content strategy plan
Act as the brand's "always-on" social monitor - spotting cultural moments, topics, or trends and elevate 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: Established influencer tactical plans, ensuring timelines & 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 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
Establish and track campaign metrics in real time (reach, engagement, conversions) in partnership with optimization and escalate 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 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
Considerations
International relocation or international remote working arrangements (outside of the US) will not be considered.
Applicants for this position must be currently authorized to work in the United States on a full-time basis. General Mills will not sponsor applicants for this position for work visas
Salary Range The salary range for this position is $108,900.00 - $181,700.00 / 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, education, 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.
#J-18808-Ljbffr