Brand Manager - Yoplait

  • Uxbridge, UK
  • Full-time

Company Description

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, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Yoplait and more.

We seek out the best of the best and give them development, support and the chance to lead something big. Choosing a career with us means joining a company that makes a difference for others. There is tremendous opportunity here for people who want to advance the industry, through innovation and nourish the world with quality.

Job Description

The incumbent will be responsible activation of the Annual Brand Plan for Yoplait and ensuring this plan delivers revenue and profit targets. They will also have opportunities to strongly input and influence the planning
process and strategic development of the brand. Given the local nature of this brand they will have a key role in
maximising the long term equity and profitability of the Brand, and will be required to work cross functionally on all growth initiatives.

Reporting to the Marketing Manager, the incumbent will assume the following set of key responsibilities:

  • Work with MM & SBM to develop the Strategic Business Review (3 year plan), leading the development
    and execution of Annual Operating Plan for
    the brand Input into the development/planning of consumer communications and media (especially Digital)
  • Management of  the execution of other aspects of the Marketing Mix – PR, social, online and
  • Develop and execute NPD & renovation launches in the UK
  • Develop strong relationships with Customer Directors/ BAMs within sales function as well as Trade Marketing team, Consumer Insights and Category Management at strategic level
  • Overseeing internal Brand Championship, ensuring that colleagues are passionate to contribute to brand performance and results, both across functions and Regionally.
  • Ability to work across channels, namely retail and foodservice.
  • Control of A&CP and making expenditure and procurement decisions appropriate to maximize business results/ ROI
  • Owner of Brand Equity results, ensuring that the brand is progressively finding a place in consumers’ hearts and minds


Graduate (minimum 2:1) plus a marketing and/or business qualification

Proven success of brand management in a blue chip, branded FMCG company

Ability to identify Consumer Insight needs across the portfolio to inform innovation and communications development

Experience in managing relationships with multiple manufacturing facilities across Europe

Demonstrable experience working in an Insights function, as this role requires the individual to be the brand specialist in translating and analysing Nielsen data into insights which will help this brand team to market the brands optimally
Experience of working in a global organisation, in a matrix environment, and able to
demonstrate networking and influencing across a region

Experience of managing the supplier relationship with a data agency

Experience in leading and developing digital marketing communication strategy and execution including social, owned and paid digital channels.

In-depth knowledge of the UK multiple grocery channels and their associated trading issues

Management of A&CP budgeting

NPD development and launch

Prior success in the management of agency relationships

Exposure to a range of research methodologies etc.

Experience in B2B marketing or foodservice favourable but not mandatory.


Strong leadership skills and ability to influence cross-functionally

Knowledge of panel/continuous data and exposure to a wide range of market research techniques used in building brands

Commercially savvy with an good understanding of drivers of profitability

Excellent communication skills; ability to energize teams by conveying compelling vision

Excellent project management skills, able to plan effectively, time management and the ability to delegate appropriately

Personal Qualities

Demonstrated personal accountability for achieving brand business results

Passionate about consumers: able to provide examples of real consumer insight and uses these insights to develop more effective plans

Passionate about food: Is a foodie themselves who enjoys cooking/baking preparation

Is a true brand champion

Genuine interest in the commercial aspects of the job

Able to think laterally around problems to create solutions

Personal fit with the Company's culture & values

Collaborative approach in work, feeling comfortable working with a variety of teams

Demonstrates initiative and ability to drive projects to completion

Strong leadership skills and ability to influence cross-functionally

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