Associate Brand Manager, Retail Activation

Great things are happening in the Europe and Australia (EUAU) region. Each day, our 2,500 plus colleagues bring their passion to our offices, manufacturing sites, R&D center, and commercial/distributor markets across Europe, Australia, and New Zealand. We are energized by over 150 years of bringing people together with the food they love. With beloved brands Old El Paso, Häagen-Dazs, Nature Valley, Betty Crocker, Fibre One, Latina Fresh and more, we are on a mission to become the undisputed growth leader in food for EUAU. In a world that’s ever-changing, we look to stay ahead and seek people who share our love of food and are hungry to shape the future.

About the Job

We're on the lookout for a passionate and driven Assistant Brand Manager to manage the shopper activations for the Betty Crocker and Fibre One brands.

This is a fantastic opportunity to own and deliver impactful retail activations across in-store and online , turning strategy into experiences that truly connect with shoppers and drive results. You’ll work at the heart of the business, partnering cross-functionally to create insight-led activations that stand out in a competitive retail environment.

If you’re energised by shopper behaviour, love seeing your work come to life on shelf and online, and thrive in a fast-paced, collaborative environment — this role is for you.

What your role is:

Betty Crocker & Fibre One

• Retail Activation Planning: Manage the annual and quarterly planning and briefing for all retail activations on these two brands.
• Retail Activation Execution: Execute omnichannel shopper marketing plans.
• Asset Development: Work with key agency partners to develop in-store and online assets.
• Performance Management & Measurement: Manage the monthly retail activation budget planning and delivery. Understand past performance and leverage shopper and category data to improve future strategies. Measure and report on the success of initiatives post-activation.

All brands

• Digital Excellence : Upload and monitor assets on Brand Bank across all brands. Manage any issue resolution with Brand Bank. Manage online ratings and reviews with CheckoutSmart and monitor performance. Manage relationships and share earnings from NIQ Data Impact
• Team Support: Support the rest of the Retail Activation team where necessary.

What you will bring to the team:

You’re a hands-on marketer with experience in shopper or retail activation , ideally within FMCG, and a strong understanding of how brands win in the UK retail environment. You know how to take a plan from idea to execution, balancing creativity with commercial discipline.

You’re confident working with data, able to turn insights into clear actions, and comfortable managing budgets and multiple projects at pace. Just as importantly, you’re a natural collaborator — building strong relationships with agencies and cross-functional teams to get the best results.

What’s in it for you?

Work with Heart - offers us flexibility that also requires partnership to ensure we regularly come together in person for those moments that help drive our business forward. Our hybrid work policy means 50% in-office, with the option to finish at 15:00 on Fridays.

Wellbeing - We want our people to feel well and thrive, for this we offer free Headspace account for you and up to 5 friends or family members, ongoing activities, Employee Assistance Program and more.

Bonus - Our people are at the heart of what makes General Mills great, so when goals are reached, you'll be rewarded through our bonus scheme.

Health & Dental Insurances – All colleagues get the opportunity to join our insurances from day one.

Family & Carers Leave - Every family is unique. Our approach allows every family to have the opportunity to spend quality time-off to support them from the point of birth or adoption to care, with enhanced covers.

Enjoy other perks like enhanced pension contributions, subsidised canteen, access to both peer-to-peer recognition and discount platforms, 2 extra days for volunteering work, and more...