Brand Manager - New Ventures

  • Uxbridge, UK
  • Full-time

Company Description

We serve the world by making food people love. As one of the world’s leading food companies, General Mills believes that food should make us better. Food brings us joy and nourishes our lives, connecting us to each other and the earth. 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. Headquartered in Minneapolis, General Mills had global net sales of US$15.6 billion during fiscal 2018.

We seek out the best talent, then give them development resources, support and the chance to lead something big. Choosing a career with General Mills means joining a company where you can make a difference in the lives of millions of people. There is tremendous opportunity here for individuals who want to advance food through innovation and serve the world. 


Job Description

301 EXT is a passionate, highly dynamic entrepreneurial ‘new ventures’ team recently formed within General Mills Europe-Australasia focused on launching a new portfolio of natural & organic nutrition brands from our established US business into the UK and EU-AU market and seed a new business model for growing emerging brands. We have recently launched our first brand, the cult US vegan snack Larabar in the UK with encouraging results as of January 2019 and now looking to expand our portfolio with another exciting brand that represents a huge white space consumer opportunity. 

Operating within the context of the regional and local(UK) teams, the Brand
Manager (BM) will lead the overall marketing strategy & its implementation,
focusing on leading the innovation agenda with a cross-functional team and
work collaboratively with the 301 EXT Leadership team, Global US teams and
local stakeholders in market to ensure winning brand building implementation.

This is a highly unique ‘full mix’ role within General Mills that gives true
ownership in shaping the immediate and long-term innovation pipeline as well
as the go-to-market activation across all key marketing touchpoints with full
accountability of business results with high exposure to senior management
• Reporting to the Marketing Manager of 301 EXT, the key responsibilities of the
role include:
• Developing and leading the brand vision and strategy with a consumer-first lens;
align and inspire 301 EXT leadership and other key stakeholders behind the
• Working closely with a cross functional matrix team to shape and deliver the
innovation/NPD plan (with a first view to deliver launch in the UK) and
subsequently lead a timely geo-expansion agenda with other markets based on
performance and learnings
• Developing & implementation a consumer-first activation toolkit to enable best
in class in market execution together with agency partners
• Close partnership with the 301 EXT Commercial leader to sell-in and shape all
key commercial executional elements of the customer and channel strategy.
• Ownership of the brand budget and P&L with accountability for post-launch
innovation tracking and delivery of agreed metrics with clear recommendation
on action plans dependent on results and market movements and realities
• The mission for the Brand Manager is to create rapid growth and effective
brand awareness and consideration requiring strong leadership skills to
influence internally and enable impactful local execution on agile ‘self-funded’
budgets to deliver externally with an ‘always-on’ agile mindset to pivot the
brand direction autonomously.


University degree in Marketing, Business or related field
4+ years of consumer Marketing experience with leading FMCG or other related
companies/industries in innovation or operational marketing backgrounds (ideally
in the UK)
Excellent cross-functional team leadership with strong project management skills;
ability to persist in the face of complexity and work in the context of regional/Local
Strong stakeholder management and strategic influencing skills, ability to navigate
ambiguity and align teams around one common goal
Commercial acumen; proven results in delivering business outcomes with a track
record on NPD success.
Digital native with experience in social media campaigns will be a positive
Creative big-picture thinker, agile learner

Stewards Brands & Categories - builds and protects brands/categories by
personally ensuring the clarity, alignment and effectiveness of brand/category
strategies and tactics for consumers and the enterprise
Creates the New & Different to Unlock Growth - Drives consistent and sustainable
brand/category growth through the relentless pursuit and support of smart
innovation and value-added change.
Leads & Orchestrates - Achieves exceptional results by building cohesive teams and
inspiring well-coordinated brand/category contributions across the matrix.
Sets Strategies & Makes Decisions - Maximizes long-term brand/category value
through strategies, decisions and actions that create and leverage competitive
differentiation and advantage across global regions and markets

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