Social Media & Influencer Marketing Manager (Remote Eligible)

General Mills is a company that prioritizes being a force for good and aims to make food the world loves. The Social Media & Influencer Marketing Manager will develop and scale influencer and community engagement capabilities, overseeing strategies and partnerships that drive cultural relevancy and measurable performance across social platforms.

Responsibilities:

• Build and lead Pet's influencer and affiliate marketing capabilities, by establishing the right partners, processes, and best practices to support successful programs in market. This includes standing up the necessary infrastructure for growth in the social channel
• Manage relationships with agencies (including Influential, our enterprise-wide influencer agency partner), influencers/creators, and affiliate partners to drive high-quality content and measurable business results
• Oversee community engagement strategies that strengthen cultural relevancy, foster two-way dialogue, and fuel ongoing social conversation - spotting cultural moments, topics, or trends in real time and developing reactive content strategies
• Develop a boosting strategy in partnership with the media team to identify and amplify high-performing community and creator content
• Define KPIs across influencer, affiliate, and community programs and deliver ongoing reporting, insights, and optimization recommendations within established timelines
• Apply a strong performance mindset with the ability to leverage data and analytics to optimize content, partnerships, and program efficiency
• Collaborate cross-functionally to integrate creator and community initiatives into broader campaigns, working closely with the Brand Experience/Marketing Orchestration teams
• Monitor platform trends, creator landscape shifts, and community behaviors to inform strategy, testing, and innovation
• Establish governance standards and ensure all creator and community activations adhere to brand guidelines, legal requirements, and compliance best practices
• Manage and develop a team of Influencer and Social Content Specialists (initially 2-3 direct reports focused on influencer and community engagement)

Requirements:

• 6+ years of experience in social, influencer, or creator marketing
• 3+ years of experience in content creation management
• Proven track record building and scaling influencer and/or affiliate programs with measurable business impact
• Strong understanding of social platforms, creator ecosystems, community management, and paid amplification
• Experience developing processes, best practices, and operational frameworks that enable scale
• Demonstrated ability to analyze performance data, translate insights into action, and optimize programs for efficiency and ROI
• Exceptional relationship-building skills with agencies, influencers/creators, and cross-functional partners
• Strong project management skills with the ability to prioritize, multitask, and deliver in a fast-paced environment
• Strong communication and storytelling skills, with attention to detail and brand voice
• Ability to navigate ambiguity, bring structure to complex problems, and drive alignment across diverse stakeholders
• Familiarity with social listening, analytics, and influencer/affiliate management platforms
• Record of strong coaching & mentoring skills, and interest in developing others
• Previous people management experience
• Experience leading influencer and affiliate strategies within a large, matrixed organization or multi-brand portfolio
• Hands-on experience in performance-driven creator programs, including affiliate partnerships tied to conversion
• Knowledge of paid social and boosting strategies to amplify creator and community content
• Prior work developing training, playbooks, or enablement materials for cross-functional teams
• Experience working with PR, brand, legal, and compliance teams to navigate creator disclosures and brand safety