Insights & Analytics Manager Content Testing

General Mills, Inc.•Minneapolis, MN

34d•$108,900 - $181,700

About The Position

Have a passion for ensuring creative resonates with consumers? Join the Insights & Analytics (I&A) - Iconic Brand Insights Excellence team as the I&A Manager Content Grading. Here you will play a pivotal role in helping General Mills generate demand and build iconic brands by assessing and optimizing the resonance our creative ideas and executions. You will be responsible for driving consistency and excellence in the way we execute creative learning, transforming our research approaches through AI and enabling learning at scale. Your team will also be responsible for executing creative assessment research across brands, as well as conducting meta-analyses of learnings at the enterprise level. The role requires strong thought leadership, experience driving creative learning approaches and practices, an understanding of what drives brand growth and impactful creative, people leadership skills, and collaboration across functions (specifically Brand Building Acceleration, Marketing Activation & Ops, Marketing Transformation, creative agencies, I&A BPs).

Requirements

6+ years of experience in Consumer Insights or related field, with focus on creative assessment
Bachelor's degree in Marketing, Market Research, Statistics, Mathematics, Data Analytics, Economics, or other related field
Experience leading others, ideally via managing direct reports with a broad range of accountabilities
Experience working effectively with interdependent cross-functional teams in a fast-paced environment
Experience driving creative learning approaches and practices
Proven strategic thinker / planner
Strong ability to influence without authority

Nice To Haves

MBA or Master's Degree in related field
Self-starter with the ability to work independently, yet collaborate across Agency, D&T, creative and vendor partners
Expertise in a variety of qualitative and quantitative research techniques, specifically for brand and creative learning
Confident and clear communicator with senior leaders

Responsibilities

Oversee Content Grading team
Lead & develop team of 2 direct reports
Upskill & coach team in creative learning approaches, execution of research, and storytelling
Manage, Optimize & Transform Creative Learning Approaches
Manage/develop consistent creative idea, execution, and in-market learning approaches
Adopt or build modern tools (e.g. GenAI) that enable deeper insights or insights at scale
Assess & Optimize Creative
Lead execution of creative learning across brands, identifying areas of optimization
Conduct meta-analysis of learning to identify themes across enterprise
Partner with Media Measurement team to provide holistic assessment of creative performance
Partner with I&A BP, Brand Building Acceleration, Marketing Activation & Ops teams on application of learning