Sr. Planner, Amazon Search Specialist

General Mills; United States; On-site; USD 90,000 - 120,000; Full time

Job summary

General Mills in the United States is seeking a Sr. Planner to lead paid search for Amazon and other key customers, translating brand and customer priorities into effective search campaigns.

You will collaborate with CM, Sales, and agency partners, monitor performance, run test-and-learn programs, and contribute to omnichannel plans with a focus on ROAS and growth.

Qualifications

• Bachelor's degree in Marketing, Business, Analytics, Communications, or related field.
• 2+ years managing digital performance campaigns, ideally including paid search.
• Ability to analyze campaign data and optimize accordingly.
• Strong cross-functional collaboration with sales, marketing, and analytics.
• Excellent project management and attention to detail.
• Clear written and verbal communication skills.
• Ability to work independently in a fast-paced environment.

Responsibilities

• Lead paid search strategy and execution for priority retailers.
• Translate brand priorities into paid search plans across platforms.
• Monitor performance and optimize ROAS, CTR, conversions.
• Develop test-and-learn roadmaps to improve effectiveness.
• Collaborate with CM, Sales, Brand partners and agencies.
• Ensure campaigns follow brand guidelines and governance.
• Support budget tracking for paid search initiatives.

Skills

Digital marketing

Campaign optimization

Analytics

Cross-functional collaboration

Project management

Communication

Independent work

Education

Bachelor's degree in Marketing, Business, Analytics, Communications, or related field

Tools

Google Ads

Microsoft Advertising

Amazon Ads

Job description

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 another and grow together. Because becoming the undisputed leader in food means surrounding ourselves with people who are hungry for what's next.

OVERVIEW

Customer Marketing (CM) plays a direct role in driving incremental volume at our priority retailers through customer‑centric marketing and event programs, in partnership with our Brands, Sales Teams, and Retailers. We are seeking a Sr. Planner to help lead General Mills' customer marketing paid search strategy at a key North America Retail (NAR) customer - Amazon. In this role, you will be a strategic partner to Sales and Customer Marketing, responsible for translating brand and customer priorities into best‑in‑class paid search programs that drive measurable performance and support our omnichannel plans.

You will collaborate closely with customer marketing planners, agency partners, media and analytics teams, and brand/OUs to design, optimize, and report on paid search campaigns that ladder up to both customer and brand objectives. Strong candidates will be analytically minded, results‑oriented, and highly collaborative, with a bias for test‑and‑learn and continuous optimization.

Key capabilities and experiences this role will build include Business Impact & Acumen, Digital & Commerce Excellence, Strategic Partnership, External Partner Management, Matrix Relationship Management, and Cross‑Functional Partnership.

KEY ACCOUNTABILITIES

• Lead paid search strategy and execution
  • Translate customer marketing and brand strategies into paid search plans across key customers and platforms.
  • Recommend budgets, bid strategies, and keyword approaches that support sales and share growth objectives.
  • Partner with customer marketing planners to integrate paid search into broader omnichannel shopper marketing plans and NAR portfolio events.
• Campaign planning, activation, and optimization
  • Build and/or oversee campaign set‑up (audiences, keywords, negatives, match types, bidding, ad copy, landing pages) in retailer and retail media platforms.
  • Monitor performance daily/weekly and drive ongoing optimization to improve ROAS, CTR, conversion rate, and other relevant KPIs.
  • Develop and manage test‑and‑learn roadmaps (e.g., creative, keyword, audience, bid strategy tests) to improve effectiveness over time.
• Measurement, reporting, and insights
  • Define KPIs and measurement plans in partnership with analytics and media partners.
  • Build recurring and ad‑hoc performance reports that clearly communicate results, drivers, and recommendations to CM, Sales, and Brand partners.
  • Conduct post‑event and post‑campaign analyses that translate performance into actionable insights for future planning.
• Cross‑functional and external partnership
  • Foster strong working relationships with Sales, Customer Marketing, Brand/OU teams, media/agency partners, and retailer media/insights teams
  • Represent paid search in key planning and customer meetings, clearly articulating strategy, performance, and next steps.
  • Share best practices, playbooks, and learnings across the CM team to elevate digital and search capabilities.
• Operational excellence and governance
  • Support budget tracking and stewardship for paid search within shopper/customer marketing investment tools.
  • Ensure campaigns follow brand guidelines, retailer policies, and internal governance standards.
  • Assist with data, process, and tool improvements that make paid search planning and reporting more efficient and scalable.

MINIMUM QUALIFICATIONS

• Bachelor's degree, preferably in Marketing, Business, Analytics, Communications, or a related field
• 2+ years of hands‑on experience managing digital performance campaigns, ideally including paid search (can be in‑house, agency, platform, or retail media environment)
• Comfort working with campaign data (e.g., impressions, clicks, CTR, CPC, ROAS, 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; ability to manage multiple campaigns and deadlines simultaneously
• Clear and concise communication skills (written and verbal), including experience presenting results and recommendations
• Ability to work independently in a fast‑paced, evolving environment and take initiative to solve problems

PREFERRED QUALIFICATIONS

• Retail media or CPG marketing experience (e.g., retailer search platforms, retail media networks, marketplace search)
• Direct experience with at least one paid search or retail media platform (e.g., Google Ads, Microsoft Ads, Amazon Ads)
• Experience building learni