Senior Planner, Amazon Search Specialist

This is a fully remote position, open to applicants in Minnesota.

📋 Description

• Lead the customer marketing paid search strategy and execution for Amazon at General Mills.

• Convert customer marketing and brand strategies into paid search initiatives across primary customers and platforms.

• Advise on budgets, bid strategies, and keyword tactics to support sales and market share growth.

• Incorporate paid search within omnichannel shopper marketing plans and events in the North America Retail portfolio.

• Create or oversee campaign setups, including audiences, keywords, negatives, match types, bidding, ad copy, and landing pages.

• Track campaign performance and enhance ROAS, CTR, conversion rates, and other key performance indicators (KPIs).

• Develop and manage test-and-learn roadmaps focusing on creative, keywords, audiences, and bidding strategies.

• Establish KPIs and measurement plans in collaboration with analytics and media partners.

• Generate routine and ad hoc performance reports detailing results, drivers, and recommendations.

• Conduct analyses after events and campaigns, translating performance into actionable insights.

• Work in partnership with Sales, Customer Marketing, Brand/OU teams, media and agency partners, and retailer media/insights teams.

• Represent paid search in planning sessions and customer meetings.

• Disseminate best practices, playbooks, and insights throughout the Customer Marketing team.

• Assist in tracking and managing the paid search budget.

• Ensure campaigns adhere to brand guidelines, retailer policies, and internal governance standards.

• Contribute to data, process, and tool enhancements for efficient and scalable planning and reporting.

⛳️ Requirements

• Bachelor’s degree, preferably in Marketing, Business, Analytics, Communications, or a related discipline.

• Over 2 years of direct experience managing digital performance campaigns, particularly in paid search.

• Proficient in handling campaign data, including impressions, clicks, CTR, CPC, ROAS, and conversion rates.

• Proven ability to collaborate with cross-functional teams or agency/platform partners.

• Strong project management skills and meticulous attention to detail.

• Capable of managing multiple campaigns and meeting deadlines concurrently.

• Excellent written and verbal communication skills, clear and concise.

• Experience in presenting results and recommendations effectively.

• Ability to work independently in a dynamic, fast-paced environment and to take initiative.

• Candidates must be authorized to work in the U.S.; General Mills will not sponsor applicants for a U.S. work visa.

• International relocation or remote work arrangements outside the U.S. are not available.

• Minimum age requirement of 18.

• Preferred: Experience in retail media or CPG marketing.

• Preferred: Direct experience with at least one paid search or retail media platform, such as Google Ads, Microsoft Ads, or Amazon Ads.

• Preferred: Experience in developing learning agendas and leading structured test-and-learn initiatives.

• Preferred: Familiarity with omnichannel shopper marketing.

• Preferred: Over 3 years of experience in digital marketing, performance media, or customer/shopper marketing.

• Preferred: Strong analytical skills using Excel and/or Power BI or Tableau.

• Preferred: Capability to lead through ambiguity and influence without direct authority.

• Preferred: Proficient presentation skills and comfort in sharing recommendations with both internal and external stakeholders.

🏝️ Benefits

• Health benefits.

• Retirement and financial wellbeing benefits.

• Time off programs.

• Wellbeing support.

• Perks.

• Potential eligibility for an annual incentive program.

• Reasonable accommodation during the application or hiring process.