Influencer & Content Manager, Totino's (Remote Eligible)

General Mills, Inc.•Minneapolis, MN

38d•Remote

About The Position

The Totino's Influencer & Content (I&C) Manager will be responsible for the detailed planning and execution of brand influencer marketing initiatives for their brands. 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 Incentives, Content production, Media, and Retail Media to align influencer execution with broader brand goals. The Totino's 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.

Requirements

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

Nice To Haves

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

Responsibilities

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 for their Brand - the I&C team execution against:
Established influencer tactical plans, ensuring timelines & deliverables are met
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