Sr. Planner, Amazon Search Specialist

通用磨坊股份有限公司•Minneapolis, MN

3d•$82,400 - $137,600•Remote

About The Position

The Sr. Planner will help lead General Mills’ customer marketing paid search strategy for Amazon, a key North America Retail customer. The role partners with Sales and Customer Marketing to translate brand and customer priorities into high-performing paid search programs that support omnichannel plans and deliver measurable results. The planner collaborates with customer marketing planners, agency partners, media and analytics teams, and brand/OU teams to design, optimize, and report on campaigns that support customer and brand objectives. The position builds capabilities in business impact and acumen, digital and commerce excellence, strategic partnership, external partner management, matrix relationship management, and cross-functional partnership. The role is remote eligible, with travel estimated at approximately 10% for customer meetings, planning sessions, or team on-sites.

Requirements

Bachelor’s degree, preferably in Marketing, Business, Analytics, Communications, or a related field.
At least 2 years of hands-on experience managing digital performance campaigns, ideally including paid search, in an in-house, agency, platform, or retail media environment.
Comfort working with campaign data such as impressions, clicks, CTR, CPC, ROAS, and conversion rate, and using it to make optimization recommendations.
Demonstrated collaboration with cross-functional teams and/or agency or platform partners.
Strong project management and attention to detail, with the ability to manage multiple campaigns and deadlines simultaneously.
Clear and concise written and verbal communication skills, including experience presenting results and recommendations.
Ability to work independently in a fast-paced, evolving environment and take initiative to solve problems.
Must be currently authorized to work in the U.S.; General Mills will not sponsor U.S. work visas.
Must meet the minimum age requirement of 18.

Nice To Haves

Retail media or CPG marketing experience, such as retailer search platforms, retail media networks, or marketplace search.
Direct experience with at least one paid search or retail media platform, such as Google Ads, Microsoft Ads, or Amazon Ads.
Experience building learning agendas and leading structured test-and-learn plans.
Familiarity with omnichannel shopper marketing and how search fits within broader media and customer marketing plans.
At least 3 years of experience in digital marketing, performance media, or customer/shopper marketing.
Strong analytical skills and experience using Excel and/or data visualization platforms such as Power BI or Tableau for performance reporting.
Proven ability to lead through ambiguity and influence without direct authority.
Strong presentation skills and comfort sharing recommendations with internal and external partners.

Responsibilities

Translate customer marketing and brand strategies into paid search plans across key customers and platforms.
Recommend budgets, bid strategies, and keyword approaches to support sales and share growth objectives.
Partner with customer marketing planners to integrate paid search into omnichannel shopper marketing plans and North America Retail portfolio events.
Build or oversee campaign setup, including audiences, keywords, negative keywords, match types, bidding, ad copy, and landing pages, in retailer and retail media platforms.
Monitor campaign performance daily or weekly and optimize to improve ROAS, CTR, conversion rate, and other relevant KPIs.
Develop and manage test-and-learn roadmaps covering creative, keyword, audience, and bid strategy tests.
Define KPIs and measurement plans with analytics and media partners.
Create recurring and ad hoc performance reports communicating results, drivers, and recommendations to Customer Marketing, Sales, and Brand partners.
Conduct post-event and post-campaign analyses and turn results into actionable recommendations for future planning.
Build relationships with Sales, Customer Marketing, Brand/OU teams, media and agency partners, and retailer media and insights teams.
Represent paid search in planning and customer meetings, explaining strategy, performance, and next steps.
Share best practices, playbooks, and learnings across the Customer Marketing team.
Support paid search budget tracking and stewardship in shopper/customer marketing investment tools.
Ensure campaigns comply with brand guidelines, retailer policies, and internal governance standards.
Assist with data, process, and tool improvements to make paid search planning and reporting more efficient and scalable.