Senior Marketing Manager, Multicultural & Omnichannel Strategy

General Mills; Mississauga; Hybrid; CAD 100,000 - 125,000; Full time

Job summary

A leading food company in Mississauga seeks a Senior Manager to drive multicultural marketing and enhance omnichannel consumer engagement. The ideal candidate has over 6 years in CPG marketing, team management experience, and a strategic mindset. This role requires collaboration with various teams to optimize consumer strategies, with a flexible in-office work schedule.

Qualifications

• 6+ years of experience in CPG Omnichannel/Customer Marketing.
• Experience in leading teams in a matrixed organization.
• Strong understanding of P&L mechanics.

Responsibilities

• Drive growth within the Multicultural space.
• Lead a team to enhance omnichannel consumer engagement.
• Collaborate with digital teams to optimize online presence.

Skills

Cultural insights

Strategic leadership

Team management

Analytical skills

Bilingual or multilingual

Education

Bachelor's degree

MBA (preferred)

Job description

Overview

We are seeking a highly collaborative and strategic leader to join our Brand Experience & Omnichannel team. As Senior Manager, you will drive growth within the Multicultural space by identifying new opportunities and inspiring innovative consumer engagement strategies across both online and in-store channels. You will lead a team of 3 and act as a strategic leader to elevate our Omnichannel presence and Multicultural agenda.

KEY ACCOUNTABILITIES

• Multicultural Marketing:
  • Develop and implement Canada operating unit strategy to grow with Multicultural consumers, focusing on key communities including Asian Canadians.
  • Partner with consumer insights and business unit teams to optimize annual plans and ensure effective resource allocation.
  • Build and execute omnichannel/customer marketing plans in collaboration with Sales.
  • Integrate Multicultural plans into annual and long-range planning.
  • Manage relationships with Multicultural agencies and leverage best practices from U.S. peers.
• Customer Marketing:
  • Lead the Customer Marketing team to execute the Customer Marketing playbook.
  • Drive seamless integration between Brand, Brand Experience, and Customer Marketing to enhance consumer and shopper experiences.
  • Foster an evolving Omnichannel approach to customer activations.
• E-Commerce:
  • Collaborate with the Product Information Capabilities team to optimize digital shelf presence and search rankings.
  • Manage digital agency relationships and provide strategic oversight.
  • Establish digital content principles to enhance the Omnichannel consumer experience.
  • Lead the E-Commerce Associate Manager to drive category growth across customer digital shelves, focusing on established, emerging, and pure-play digital customers.
  • Facilitate and evaluate high-value activations on shoppable platforms.

REQUIRED QUALIFICATIONS

• Bachelor's degree and 6+ years of experience in CPG Omnichannel/Customer Marketing, Multicultural Marketing, or Retailer Marketing.
• Experience in Multicultural Marketing initiatives.
• Proven success in leading and coaching teams.
• Experience navigating and influencing within a matrixed organization.
• Strategic mindset with the ability to build a vision and drive innovation.
• Change agility, growth mindset, and strong analytical skills.

PREFERRED QUALIFICATIONS

• MBA
• Bilingual or multilingual
• Strong understanding of P&L mechanics and ability to impact topline and bottom-line drivers.
• Excellent communication and influencing skills.
• Ability to identify data-driven insights and evaluate brand-building ideas.

ADDITIONAL CONSIDERATIONS

General Mills is committed to Employment Equity and encourages applications from all qualified candidates. Accommodations are available upon request for candidates with disabilities taking part in all aspects of the recruitment and selection process.

International relocation or international remote working arrangements (outside of Canada) will not be considered.

Our people are at the heart of what makes General Mills great – it’s why people join and stay. When we connect, co-create, collaborate, and celebrate together, it strengthens our relationships and increases trust. To Win Together, we need to be together, physically and virtually. To do that effectively, we need to think about connecting with intentionality – the moments both big and small, in-person, virtual, and hybrid. Given that collaboration is critical to the success of our team members, our teams, and our business, the expectation for this role will be to work in the office on Tuesdays, Wednesdays, and Thursdays each week. Our policy allows flexibility for the reality of business and personal schedules. Monday and Friday are flexible regarding your work location.

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.