This is a brand new position to the organization! As a Manager of Experiential Acceleration – a key member of the Marketing Communication team – you will chart the agenda and roadmap for the company in the ever-evolving area of experiential marketing. You will be looked at as the expert in this field, and will have the unique ability to influence the direction of the overall function. Your insights, experience, expertise and industry knowledge will shine as you influence our US brands to drive greater experimentation and consumer engagement through consumer-first experiences. By working with brand teams and agency partners, you will identify new, innovative partners, capabilities and techniques to pursue to create competitive advantage in experiential marketing for General Mills and our diverse portfolio of leading brands.
In this role you will:
Infuse brands’ consumer plans with innovation fueled by a rich understanding of consumers and the experiential landscape
Be the go-to expert in regard to experiential marketing trends, opportunities, issues and best practices
Inform the strategic agenda for where and how to play in the dynamic, ever-changing world of experiential marketing
Benchmark innovative external brands and their experiential marketing plans
Work with MarComm leads and agency partners to understand brand needs and opportunities
Make bold bets for experiential experimentation including identification of appropriate brands/campaigns
Maintain high-quality relationships with key experiential agencies
Develop and oversee agency partnerships and the annual partnership planning process
Steward joint business plans with select experiential partners to unlock learning and competitive advantage
Work with consumer insights and measurement teams to set metrics that matter for new executions
Identify and spearhead work against important experiential-related challenges (risk management, quality control, etc)
Ensure compliance with General Mills marketing guidelines
Bachelor’s Degree in Marketing, Communications, Advertising or equivalent required
Minimum of 7 years of experience in experiential marketing
Previous experience developing and executing experiential marketing programs
Strategy, communication, negotiation, and relationship building skills are keys for success
Packaged foods/goods experience preferred
