Influencer & Content Manager, Totino's (Remote Eligible)

SUMMARY

The Totino's Influencer & Content (I&C) Manager will be responsible for the detailed planning and execution of brand influencer marketing initiatives for their brands. This role brings a social-first approach to brand campaigns, ensuring creator partnerships deliver cultural relevancy, consumer connection, meaningful scale and measurable impact. This role oversees day-to-day influencer relationships, execution plans, QA, and continuous optimization across creator activations. In this role you will collaborate closely with peers in Incentives, Content production, Media, and Retail Media to align influencer execution with broader brand goals. The Totino's Influencer & Content (I&C) Manager will partner with the Business Unit Director (BUD) leadership team as needed and will coordinate with external partners to drive seamless campaign delivery against defined brand objectives and social first standards.

KEY ACCOUNTABILITIES

• Build and execute against best-in-class content strategy plan
• Act as the brand's "always-on" social monitor - spotting cultural moments, topics, or trends and elevate opportunities to brand teams for rapid approval and activation
• Manage and develop a team of 3 I&C Specialists
• Oversee - and execute for their Brand - the I&C team execution against:
  • Established influencer tactical plans, ensuring timelines & deliverables are met
  • Content planning and social influencer strategy templates designed by Influencer and Content Planning Director
  • Day-to-day execution with agencies and selected influencers
  • QA influencer content for compliance, brand safety, platform standards, and cultural alignment
• Direct and prioritize the focus of Influencer and Content Planning specialists and report to the Influencer and Content Planning Director seeking guidance and elevating insights
• Implement Director/agency feedback and manage revisions with creators
• Establish and track campaign metrics in real time (reach, engagement, conversions) in partnership with optimization and escalate issues to Director or agencies as needed
• Identify optimization levers during campaigns (e.g., posting cadence, format, creator mix) and recommend adjustments
• Own and complete optimization and performance reporting templates designed by Influencer and Content Planning Director
• Champion and implement governance and guardrails for continuous activation established by the ICP Director
• Participate in Brand and Marketing Expert Team (MET) planning sessions, leveraging culturally engaged influencer lens to enhance brainstorms for activation ideas and improve execution timing
• Coordinate content and influencer deliverables with content production peers to ensure consistent storytelling across MET outputs
• Support content planning by mapping creator deliverables to broader content calendars and ensuring influencer output integrates with brand storytelling
• Share creator opportunities and social-first activation ideas to integrate into content, media, and retail media plans
• Review influencer briefs and contracts to confirm compliance with disclosure and platform guidelines
• Ensure creators apply appropriate FTC disclosures and brand-safety guardrails in all posts
• Maintain up-to-date compliance trackers and playbooks for reference by MET and agencies
• Escalate non-compliance issues quickly and propose corrective actions

MINIMUM QUALIFICATIONS

• At least 5 years in influencer/creator or social media marketing, preferably within CPG, consumer-brand settings, or at an agency
• At least 3 years of experience in content creation management
• Hands-on experience executing creator campaigns end-to-end (briefing, contracting, QA, reporting)
• Strong knowledge of social platforms (TikTok, Instagram, YouTube) and creator ecosystem dynamics
• Comfort working cross-functionally in multidisciplinary teams
• Strong communication and storytelling skills
• Experience in fast-paced environments, managing multiple projects
• Ability to influence and build relationships across multiple key stakeholders, across several functions and levels
• Creative thinking and problem solving
• Consumer empathy, analytical & research skills
• Record of strong coaching & mentoring skills, and interest in developing others

PREFERRED QUALIFICATIONS

• 5+ years in influencer/creator or social media marketing, preferably within CPG, consumer-brand settings or at an agency
• 3+ years of experience in content creation management
• Previous people management experience
• Experience navigating complex organizations
• Proven ability to manage agency/creator relationships and negotiate deliverables to brand standards
• Experience building and optimizing influencer activation playbooks or workflows

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

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 $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.