• Own the full lifecycle of creator and affiliate relationships across 5–15 brands, including sourcing, outreach, onboarding, and retention. • Build and manage creator communities and ensure consistent engagement and performance. • Source, recruit, and manage TikTok Shop creators and affiliates. • Handle outreach, onboarding, and ongoing relationship management. • Write personalized outreach messages and build strong creator relationships. • Negotiate commission rates and manage product samples. • Track performance metrics such as GMV, content output, and engagement. • Identify and scale top-performing creators into long-term partnerships. • Build and manage creator communities (primarily on Discord). • Run campaigns, challenges, and incentive programs. • Maintain consistent communication and engagement with creators. • Segment creators for targeted campaigns. • Coordinate Flash Sales and activate creators for promotions. • Work across TikTok Shop, Discord, Instagram, and YouTube. • Use tools like Kalodata or Yuca for creator research. • Maintain accurate and organized creator tracking systems. • Support campaign execution and coordination. • Provide weekly updates on creator activity and performance. • Collaborate with internal teams across TikTok Shop and Amazon. • Support client communication related to creator programs.

• Manage the affiliate program and assist with agency management, including publisher recruitment, commission structure, promotional calendars, and partner communications. • Drive affiliate revenue growth by identifying, onboarding, and optimizing high-performing partners across key affiliate networks and platforms (Partnerize, Impact, Aspire). • Develop and execute affiliate campaign strategies aligned with product launches, seasonal moments, and business priorities. • Monitor program performance and proactively manage partner relationships to maximize efficiency and incremental revenue. • Ensure brand consistency across all affiliate partner touchpoints and marketing materials. • Build and own the influencer marketing strategy from partner identification and vetting through contract negotiation, content briefing, and performance evaluation. • Manage an active roster of influencer partners across Instagram, TikTok, YouTube, and emerging platforms while fostering authentic, long-term brand relationships. • Manage a scalable brand ambassador program, activating both talent and community members as monetizable partners through structured incentives, content opportunities, and long-term engagement strategies. • Oversee the influencer content cadence, ensuring brand alignment, on-time delivery, and strong ROI across product launches and evergreen campaigns. • Lead product seeding, gifting, and bespoke activation programs that generate compelling UGC and organic reach. • Develop scalable processes and tools for partner tracking, content rights management, and campaign reporting. • Partner with Creative, Brand, and Paid Social teams to ensure influencer content ladders up to broader brand and GTM objectives. • Partner cross-functionally with Email, CRM, Paid Social, Merchandising, and Brand to integrate affiliate and influencer across the full customer journey. • Collaborate with Creative on social-first content, setting clear briefs and maintaining quality standards. • Manage agencies, vendors, and budgets across partnerships, seeding, and activations to drive efficient growth. • Manage performance tracking and reporting, define KPIs (reach, engagement, conversion, revenue), and optimize based on data. • Monitor competitive trends and share actionable insights and recommendations with senior stakeholders.

OVERVIEW 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. KEY ACCOUNTABILITIES - 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. MINIMUM QUALIFICATIONS - 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. PREFERRED QUALIFICATIONS - 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. ADDITIONAL CONSIDERATIONS - Minneapolis, MN preferred, US remote eligible - International remote working arrangements (outside of the US) will not be considered - Applicants for this position must be currently authorized to work in the United States on a full-time basis. General Mills will not sponsor applicants for this position for work visas COMPANY OVERVIEW We exist to make food the world loves. But we do more than that. Our company is a place that prioritizes being a force for good, a place to expand learning, explore new perspectives and reimagine new possibilities, every day. We look for people who want to bring their best — bold thinkers with big hearts who challenge one other and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what’s next. Salary Range The salary range for this position is $81000.00 - $135200.00 / Annually. At General Mills we strive for each employee's pay at any point in their career to reflect their experiences performance and skills for their current role. The salary range for this role represents the numerous factors considered in the hiring decisions including, but not limited to, educations, skills, work experience, certifications, etc. As such, pay for the successful candidate(s) could fall anywhere within the stated range. Beyond base salary, General Mills offers a competitive Total Rewards package focusing on your overall well-being. We are proud to offer a foundation of health benefits, retirement and financial wellbeing, time off programs, wellbeing support and perks. Benefits may vary by role, country, region, union status, and other employment status factors. You may also be eligible to participate in an annual incentive program. An incentive award, if any, depends on various factors, including, individual and organizational performance. Reasonable Accommodation Request If you need to request an accommodation during the application or hiring process, please fill out our online accommodations request form by following this link: Accommodations Request.

• Own and drive net revenue retention across a portfolio of strategic accounts, including upsell and cross-sell initiatives. • Serve as the primary strategic partner to SaaS clients, guiding their influencer marketing and employee-generated content programs. • Align client business goals with BN Influencer capabilities to drive measurable impact across the marketing funnel. • Lead executive-level conversations, including QBRs, growth planning sessions, and program maturity assessments. • Identify and close expansion opportunities tied to influencer campaigns, creator partnerships, and EGC initiatives. • Build deep, multi-threaded relationships across client organizations, from practitioners to C-suite stakeholders. • Use data and insights to proactively identify risks, opportunities, and optimization strategies. • Partner cross-functionally with Client Solutions, Product, Sales, and Media teams to deliver a seamless client experience. • Act as the voice of the customer internally, influencing product innovation and go-to-market strategy. • Maintain clear account plans, forecasting, and pipeline visibility within tools like Salesforce.