Brand Experience and Capability Manager

At General Mills, the days are fast, fun and rewarding. Purpose matters because we’re here to grow, drive value and make food the world loves. Our story is one of people, because people are behind everything we do. So bring it all: your innovative ideas, unique talents and desire for impact. Fuel our success with your hunger for what's next. Reporting to: Marketing Director, GEMs Role Overview The Brand Experience Manager will be responsible for working with teams across the Emerging Markets (including Hong Kong, Taiwan, Korea, South-East Asia, India, Middle East & Emerging European markets, as well as Latin America ex Brazil) to evaluate, assess & optimize creative campaigns across brands and launch relevant and effective in market activations. While this role has a broad scope across brands and geographies, we expect 50% of the focus to be on driving Haagen-Dazs in key Asian markets, including Hong Kong, Taiwan, Korea and South-East Asia. The individual in this role will need to work very closely with local marketing teams, as well as our Global Brand Development Teams, based out of the UK/Dubai. Experience in creative development, ideally as a Strategic Planner or Account Manager within a creative agency, or with an activations/events/PR agency, and the ability and experience in working collaboratively across cultures are critical to success in this role. Key Responsibilities Work closely with the Marketing Director to influence Global Brand Communications development and provide recommendations on market activations for new launches Inspiring and engaging local markets and sharing best practices to ensure regional synergies in activations and to drive a reduction in non-working spends Identify and partner with markets to execute cross-category partnerships & collaborations (e.g. art, music, film equities, etc), with a specific focus on Haagen-Dazs in HK, TW and Korea and Betty Crocker in the Middle East Develop relevant premiums to support digital and in-store activations Coordinate and develop quarterly Distributor newsletters to update and engage distributor partners on our brands, activations and best practices Develop annual calendar of marketing trainings and events leveraging global capabilities team. Coordinate and support on content for Marketing Leadership meetings Act as the marketing lead for GEMs conferences and events, supporting on branding, speakers and content creation Key Interfaces Local marketing teams (key focus on Hong Kong, Taiwan, Korea, South-East Asia, Middle East) Global and local creative agencies Global Brand Development Teams GEMs Media Manager, GEMs Haagen-Dazs Manager Key Capabilities Experience working with agencies, ideally in more than 1 Asian market (Hong Kong, Taiwan, Korea, South-East Asia). Experience as a strategic planner or account manager for a creative agency, or with an events, activation or PR agency would be an advantage. Ability to work collaboratively across cultures and functions A passion for identifying consumer trends, familiarity with digital and social media channels and trends Fluent English and the ability to communicate clearly and effectively is a must Experience working on FMCG brands is not required but would be an advantage