Assistant Manager, Media Planning Activation & Optimization

Position Title

Analyst II - Media Planning & Analysis - Optimisation

Function/Group

CMI

Location

Mumbai

Shift Timing

11 am to 8 pm

Role Reports to

Sr Manager, Business Performance Analytics

Remote/Hybrid/in-Office

Hybrid

About General Mills

We make foodthe world loves: 100 brands. In 100 countries. Across six continents. With iconic brands like Cheerios, Pillsbury, Betty Crocker, Nature Valley, and Hagen-Dazs, weve been serving up food the world loves for 155 years (and counting). Each of our brands has a unique story to tell.

How we make our food is as important as the food we make. Our values are baked into our legacy and continue to accelerate us into the future as an innovative force for good. General Mills was founded in 1866 when Cadwallader Washburn boldly bought the largest flour mill west of Mississippi. That pioneering spirit lives on today through our leadership team who upholds a vision of relentless innovation while being a force for good.

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With our team of 1800+ professionals, we deliver superior value across the areas of supply chain, digital & technology, innovation, technology & quality, consumer & market intelligence, sales strategy & intelligence, global shared services, finance shared services and Human Resources Shared Services.

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The Insights and Analytics organization within General Mills Strategy and Growth function is responsible to deliver integrated consumer, customer, category, and business performance insights to power smarter, faster decisions and next-best actions, enabling precision in brand strategies, campaign execution, media and investment optimization across our US businesses and brands. The Insights and Analytics org has integrated teams operating from our Minneapolis and India offices, and this role is in the Media Measurement & Optimisation team in our India office.

Do you have a passion for Media & Advertising, a knack for Data & Analytics, and the ability to influence stakeholders to make smart business decisions Join our Media Measurement & Optimization Team at General Mills! Were on a journey to provide remarkable experiences to our consumers through communications, and youll play a critical role in ensuring our advertising & media reaches them at the right time and in the right channels.

This is a unique opportunity to build a new capability, focused on in-flight media optimization. Youll work on media optimisation for popular US Brands, as well as, lead a team (2-3 people) that monitors, tracks, and optimizes our digital media investment across channels, customers, and other brands, working closely with the Optimization Manager, based in US, and with teams in Marketing Planning & Activation (MP&A), Brand, Agency partners, Media Measurement, and Data & Technology.

Key Accountabilities

The Media Optimization Assistant Manager is responsible for monitoring, tracking and optimizing our Digital media investment across channels, customers, and brands for some GMI brands in the US. This person will functionally report to the Media Optimization Manager in the US and will have 3 analysts reporting to them in India, with each having their own categories to focus.

This role involves working closely with our Marketing Planning & Activation (MP&A) teams, Brand Teams, Agency partners, Data & Technology teams as well as a team of measurement experts to standardize our Key Performance Indicator (KPI) metrics used for optimization, transform performance data into actionable insights, and drive continuous improvement.

Key Accountabilities

• Analyze the performance of media campaigns for our Big G brands as well as cross-brand Events, identifying insights, trends, and opportunities for optimization across various media platforms, including TV, digital, social, and print.
• Analyze data to uncover key trends, growth drivers, and areas for improvement based on planned and actual spend.
• Develop & implement data-driven optimization strategies to enhance campaign performance, ensuring alignment with brand objectives and engagement goals
• Support the delivery of insights and recommendations by collaborating and communicating with MP&A specialists and internal partners to ensure alignment and efficient execution of optimization tactics.
• Contribute to the delivery of actionable data-driven insights and recommendations that inform business decisions and support improvements to media effectiveness and efficiency.
• Effectively communicate and provide leadership in meetings, influence decision making by proactively reaching out to stakeholders, ensuring timelines are met, meetings are productive and priorities are met timely.
• Support the development and maintenance of standardized KPI frameworks and reporting tools that enable clear comparisons across channels, customers, and brands.

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  Leverage standardized KPIs for monitoring campaign performance and provide inputs to continuously improve them.
• Partner with Media Measurement, Brand, and MP&A teams to evolve measurement practices and support ongoing optimization efforts.
• Stay current on industry trends and consumer behavior insights, applying knowledge to refine and inform media optimization strategies.
• Mentor and coach the associates in India on media optimization best practices and remove roadblocks if any, with support from your manager.
• Facilitate collaboration, knowledge sharing, and continuous improvement within the optimization team.

Minimum Qualifications

• Bachelors degree in Marketing, Business, Analytics, or a related field.
• 5+ years of experience in digital media optimization, marketing performance analytics, digital analytics
• Experience with KPI tooling and tracking across channels, customers, and brands.
• Ability to generate actionable insights to optimize brand strategy execution.
• Strong analytical, problem-solving, and data interpretation skills.
• Proficient in the use of Microsoft Excel, Navigating Tableau dashboards, R/SQL a plus

Preferred Skills/ Job Experiences