The Social Media & Influencer Marketing Manager will be responsible for developing and scaling Pet's influencer, affiliate, and community engagement capabilities. This is a unique opportunity to build a capability from the ground up, defining the strategies, frameworks, and partnerships that drive cultural relevancy, authentic storytelling, measurable performance, and meaningful scale across social platforms. Working cross-functionally with marketing, media, shopper, sales, and creative teams, this leader will build an integrated approach that connects creator partnerships with community engagement and amplification. They will oversee influencer and affiliate capabilities, best practices, and principles - supporting teams from creator identification and onboarding through content development, performance tracking, and long-term relationship management - while also cultivating vibrant brand communities that fuel engagement and loyalty. Key Accountabilities: 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). Required Qualifications: 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 Preferred Qualifications: 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 Additional Considerations: International relocation or 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 surroundingourselves with peoplewho are hungry for what's next. Salary Range The salary range for this position is $108900.00 - $181700.00 / 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. General Mills is an Equal Employment Opportunity Employer. Women, minorities, veterans and individuals with disabilities are encouraged to apply to any General Mills employment opportunities.
