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General Mills Associate Digital Marketing Manager - Blue Buffalo in Wilton, Connecticut

General Mills is reshaping the future of food. We believe food makes us better. It nourishes our bodies, brings us joy and connects us to each other. As one of the world's leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Nature Valley, Betty Crocker, Yoplait, Annie's Homegrown, Old El Paso, Epic Provisions, Blue Buffalo and more. Are you passionate about the future of food? You've come to the right table. We want the very best talent to help lead something big.

ABOUT BLUE BUFFALO

Founded in 2003 in Wilton, Connecticut, Blue Buffalo is the leader in premium quality, all-natural pet nutrition. Our brand has experienced double and triple-digit annual growth over the past several years through strong ads, strategic marketing programs, and innovative product releases.

PURPOSE OF ROLE

“Love Them Like Family, Feed them Like Family”.

This is an exciting time to be part of the Blue Buffalo family, as the company is on a journey to revolutionize relationships with consumer (Pet Parent). This role is key to Blue Buffalo’s growth strategy: cultivating deeper, more meaningful relationships with consumers (Pet Parents) that will drive incremental value and loyalty to Blue Buffalo. Blue Buffalo wants to be there to support consumers (Pet Parents) during all the moments that matter in their lives, so more consumers (Pet Parents) who love them like family can feed them like family. We are seeking an Associate Digital Marketing Manager to join our Blue Buffalo consumer (Pet Parent) Engagement Team and report directly to the Senior Digital Manager. This role will oversee the strategy, the business partnerships, and influence the technology solutions that drive our email platform. This role will orchestrate Blue Buffalo’s email communication strategies to increase consumer (Pet Parent) acquisition, engagement, and retention with the goal of increased monetization and achieving annual business targets.

KEY ACCOUNTABILITIES

  • Develop the email strategy, roadmap, and programs needed to support consumers (Pet Parents), partnering closely with brand, experience and other digital marketing teams for alignment and support of execution.

  • Manage the day-to-day support and execution of email campaigns including project management, build, QA, deployment and reporting and measurement.

  • Collaborate with cross-functional teams on effective consumer (Pet Parent) journey strategy, creative development, and optimization as it relates to Blue Buffalo email platforms.

  • Improve Blue Buffalo’s email performance and experience by supporting the development of Blue Buffalo email channels and dedicated content in alignment with Brand, Experience & other Digital Marketing teams.

  • Identify and implement new features and functionality for email and digital experiences that delights consumers (Pet Parents) and drives results.

  • Partner across the organization to ensure email content is meeting needs of consumer (Pet Parent) audiences and provide feedback and recommendations to design and content teams based on user insights.

  • Coordinate deployment of email campaigns collaborating with functions across the organization.

  • Work with analytics team to actively monitor & report on the performance of emails.

  • Serve as the subject matter expert for the email platform and ensure that email platform’s capabilities are best realized to deliver on consumer (Pet Parent) experience objectives.

  • Oversee and manage testing strategies focused on gaining insights on the consumer (Pet Parent) email experience and uncovering opportunities for optimization.

  • Manage day-to-day relationships with agency partners and internal teams to deliver compelling and effective email content.

OTHER RESPONSIBILITIES AS REQUESTED

  • Strong knowledge of and experience with personalization across web, email, and social. This includes working with our agency and analytic partners as well as internal teams to help guide them on our key personalization priorities and to set the pieces in motion for audience segmentation and content matching based on our consumer (Pet Parent) journey’s.

  • Experienced with end-to-end testing (A/B and multivariate), research, and analytics plans; working with partners to identify opportunities.

  • Understand and monitor the competitive landscape for direct to consumer retention marketing.

MINIMUM QUALIFICATIONS

  • Bachelor’s degree in marketing or related area.

  • Minimum 3-5 years’ experience in digital marketing

  • Experience building and managing consumer facing digital web experiences across all platforms and device types to achieve business results

  • Experience with SFMC

  • Experience with agency leadership and strong CPG team leadership

  • Must be able to work in an environment with free-roaming companion pets

PREFERRED QUALIFICATIONS

  • Demonstrated digital marketing expertise, including email campaign management

  • Demonstrated experience at explaining and building support for digital and technical initiatives

  • Positive attitude, leadership qualities, and flexible team-oriented approach to working with others

  • Demonstrated partnership with cross-functional teams

  • Ability to translate strategy into tactical executions

  • Track record of close collaboration with creative partners to bring holistic ideas to life

  • Must be able to work in environment with free-roaming companion pets

  • Pet enthusiast preferred

The location for this role is Wilton, CT. Please know the health and safety of our employees is always our primary concern. As the organization continues to navigate its response to the complex and evolving COVID-19 pandemic, we anticipate that the majority of us will continue to onboard and work from home. Candidates can expect that any travel will be delayed until COVID travel restrictions have lifted.

Relocation benefits will be offered for this role

Requisition ID: 2020-14907

External Company Name: General Mills Services, Inc.

External Company URL: www.generalmills.com

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