Sr. Planner, Amazon Search Specialist

Responsibilities

• Lead paid search strategy and execution
• Translate customer marketing and brand strategies into paid search plans across key customers and platforms.
• Recommend budgets, bid strategies, and keyword approaches that support sales and share growth objectives.
• Partner with customer marketing planners to integrate paid search into broader omnichannel shopper marketing plans and NAR portfolio events.
• Build and/or oversee campaign set‑up (audiences, keywords, negatives, match types, bidding, ad copy, landing pages) in retailer and retail media platforms.
• Monitor performance daily/weekly and drive ongoing optimization to improve ROAS, CTR, conversion rate, and other relevant KPIs.
• Develop and manage test‑and‑learn roadmaps (e.g., creative, keyword, audience, bid strategy tests) to improve effectiveness over time.
• Define KPIs and measurement plans in partnership with analytics and media partners.
• Build recurring and ad‑hoc performance reports that clearly communicate results, drivers, and recommendations to CM, Sales, and Brand partners.
• Conduct post‑event and post‑campaign analyses that translate performance into actionable insights for future planning.

Requirements

• Bachelor’s degree, preferably in Marketing, Business, Analytics, Communications, or a related field
• 2+ years of hands‑on experience managing digital performance campaigns, ideally including paid search (can be in‑house, agency, platform, or retail media environment)
• Comfort working with campaign data (e.g., impressions, clicks, CTR, CPC, ROAS, conversion rate) and using it to make optimization recommendations
• Demonstrated collaboration with cross‑functional teams and/or agency or platform partners
• Strong project management and attention to detail; ability to manage multiple campaigns and deadlines simultaneously
• Clear and concise communication skills (written and verbal), including experience presenting results and recommendations
• Ability to work independently in a fast‑paced, evolving environment and take initiative to solve problems

Preferred

• Retail media or CPG marketing experience (e.g., retailer search platforms, retail media networks, marketplace search)
• Direct experience with at least one paid search or retail media platform (e.g., Google Ads, Microsoft Ads, Amazon Ads)
• Experience building learning agendas and leading structured test‑and‑learn plans
• Familiarity with omnichannel shopper marketing and how search fits within broader media and customer marketing plans
• 3+ years’ experience in digital marketing, performance media, or customer/shopper marketing role
• Strong analytical skills with experience using tools like Excel and/or data visualization platforms (e.g., Power BI, Tableau) for performance reporting
• Proven ability to lead through ambiguity and influence without direct authority
• Strong presentation skills and comfort sharing recommendations with internal and external partners

Benefits

• Beyond base salary, General Mills offers a competitive Total Rewards package focusing on your overall well-being.
• We are proud to offer a foundation of health benefits, retirement and financial wellbeing, time off programs, wellbeing support and perks.
• Benefits may vary by role, country, region, union status, and other employment status factors.
• You may also be eligible to participate in an annual incentive program. An incentive award, if any, depends on various factors, including, individual and organizational performance.