Sr Planner, Influencer & Content, Nature Valley

General Mills•Golden Valley, MN

5h•$81,000 - $135,200•Remote

About The Position

The Influencer & Content (I&C) Sr. Planner will be responsible for planning and execution of social media and influencer marketing initiatives for the Snacks Operating Unit with emphasis on Nature Valley bars. This role partners with social and influencer agencies to develop on-brand, on-strategy paid and organic content plans that connect with target audiences and meet brand KPIs. This role collaborates closely with Marketing Planning & Activation (MP&A) Specialists, Integrated Agency Team (IAT) peers (Creative, Media, Influencer, Social, PR) alongside Brand Management to align influencer and social content execution with broader brand goals and will coordinate with external partners to drive seamless campaign delivery against defined brand objectives and social-first standards.

Requirements

Bachelor's degree in a related field.
At least 3 years of experience managing a brand’s social media account preferably within CPG, consumer-brand settings, or at an agency.
At least 3 years of experience in influencer marketing, preferably within CPG, consumer-brand settings, or at an agency.
Strong knowledge of social platforms (TikTok, Instagram, YouTube) and creator ecosystem dynamics.
Comfort working cross-functionally in multidisciplinary teams.
Strong communication and storytelling skills (verbal & written).
Experience in fast-paced environments, managing multiple projects simultaneously.
Ability to build and nurture relationships across multiple key stakeholders.
Creative thinking and problem-solving abilities.
Consumer empathy, analytical & research skills.

Nice To Haves

3+ years of experience in content creation management.
Proven ability to manage agency relationships and negotiate deliverables to brand standards.
Experience navigating complex organizations.
Experience building and optimizing influencer and social activation playbooks or workflows.

Responsibilities

Social Media Management & Optimization:
Act as internal subject matter expert for social platforms, dynamics, and opportunities.
Act as an "always-on" social monitor — spotting cultural moments, topics, or trends and elevating actionable opportunities to brand teams for rapid approval and activation.
Social Listening in partnership with I&A, and Social/Influencer agencies to develop actionable insights.
Partner with Influencer & Content Manager, Brand Management, MP&A Specialists, and Media Lead to develop plans, KPIs, learning agendas, and investments.
Manage social media agency for social strategy, channel approach, investment, community management and content creation.
Maintain owned channels: Meta, TikTok and YouTube.
Provide recommendations for boosting and optimizing content.
Establish and track campaign metrics in real-time (reach, engagement, conversions).
Own and complete optimization and performance reporting templates designed by the Influencer and Content Planning Director.
Strategic Planning & Collaboration:
Participate in Brand and Marketing Expert Team (MET) planning sessions, leveraging a culturally engaged social and influencer lens to enhance brainstorms for activation ideas.
Collaborate with IAT (Creative agency, media, Influencer, PR) to ensure integrated strategies.
Influencer Marketing Expertise:
Partner with Influencer and Content Manager, Influential agency to develop an Influencer strategy and plan that is on-brand, on-strategy, connects to the target audience, and meets brand KPIs.
Lead the day-to-day execution of established influencer tactical plans, ensuring timelines, deliverables, and approvals are met.
Manage day-to-day execution with agencies and selected influencers, serving as a primary point of contact for assigned initiatives.
QA influencer content for compliance, brand safety, platform standards, and cultural alignment, and independently manage revisions with creators.
Content Strategy & Development:
Act as internal subject matter expert for best-in-class content strategy, planning, and development.
Contribute to the development and lead the execution of best-in-class content strategy plans for assigned brands/campaigns.
Collaborate with Brand Management, Studio G, and Agency partners.
Coordinate content and influencer deliverables with broader content calendars to ensure consistent storytelling across MET outputs.
Share creator opportunities and social-first activation ideas to integrate into content, media, and retail media plans.