Brand Strategist

At General Mills, we're driven to change the future of our industry. We welcome all backgrounds, ideas, and perspectives to our table. If you share our passion for pursuing new ideas and making them real, help us accelerate our success and discover what's next.

• Develop powerful strategies and tactics that drive brand performance, lead execution to deliver top and bottom-line targets defined in the annual plan.
• Define and refine the brand's value proposition, ensuring it resonates with the target audience.
• Foster strong working relationships with key brand stakeholders, to ensure a strategic NPD aligned to GEMs brand vision and strategies, then plan and lead impactful implementation of the NPD and renovation pipeline.
• Partner cross-functionally to define and execute growth strategies for the brand across channels.
• Develop, drive, and execute strategic and competitive marketing plans and trade channel strategies (annual trade plans and promotional calendar) for México.
• Line management of the portfolio, ensuring plans translate across channels, platforms, and NPD's with strong power period execution.
• Conduct in-depth market research to understand consumer needs, competitive landscape, and market trends.
• Gather and evaluate market intelligence, shopper trends, and trade information to assist management in making better decisions and strategies for business growth.
• Analyze competitors' products and services, strengths, and weaknesses. Provide recommendations and solutions to improve the company's sales and marketing approaches.
• Responsible for pricing strategy, products positioning in the market, and market share growth.
• Constantly innovate our selling tools, processes, and systems to ensure the sales team have a world-class set of tools and propositions to grow sales.
• Contribute to the management of the brand P&L. Understand and respond to the drivers of performance, working in partnership with the commercial teams to optimize plans to deliver annual priorities.
• Collaboration with FSQ and R&D to adapt products and meet local consumer preferences and regulatory requirements. Works closely with ESC to manage local production.
• Manage respective Budget. Ensure the greatest return for every dollar forecasted to spent. Ensure timely and efficient reconciliation of Marketing spend.
• Be the local champion of GM brands - inspire internal and external brand passion & belief and actively build consumer connection.
• Coordinate marketing activities & communication in Mexico. Ensure that our Commercial Team, Distributors, and Agencies have the right materials and information to activate locally our brand plans.

• Bachelor's Degree in related field. MBA is an advantage.
• 5 years+ brand or trade marketing experience.
• Experience managing distributors.
• Experience leading teams (direct reports).
• 100% bilingual (Spanish & English).
• Excellent experience in Retail Marketing/Trade Marketing / Category Management or Modern Trade Sales from Consumer Goods /FMCG Industry.
• Full understanding of Modern Trade customers and their needs.
• Strong analytical experience, ability to use data to develop breakthrough business strategies.
• A proven ability to deliver change to tools and processes, and to deliver improvements to a team's way of working.
• Strong influencing, negotiation, and presentation skills.
• Experience in P&L management and A&CP budgeting.
• Ability to identify and pursue opportunities to deliver great outcomes.
• Knowledge of panel/continuous data and exposure to a wide range of market research techniques used in building brands.
• Learning Mindset – exhibits curiosity and desire to build expertise.