Analyst II, Content Testing

India is among the top ten priority markets for General Mills, and hosts our Global Shared Services Centre. This is the Global Shared Services arm of General Mills Inc., which supports its operations worldwide. With over 1,300 employees in Mumbai, the center has capabilities in the areas of Supply Chain, Finance, HR, Digital and Technology, Sales Capabilities, Consumer Insights, ITQ (R&D & Quality), and Enterprise Business Services. Learning and capacity-building is a key ingredient of our success.

ABOUT GENERAL MILLS

We make foodthe world loves: 100 brands. In 100 countries. Across six continents. With iconic brands like Cheerios, Pillsbury, Betty Crocker, Nature Valley, and Häagen-Dazs, we've been serving up food the world loves for 155 years (and counting). Each of our brands has a unique story to tell.

How we make our food is as important as the food we make. Our values are baked into our legacy and continue to accelerate

us into the future as an innovative force for good. General Mills was founded in 1866 when Cadwallader Washburn boldly bought the largest flour mill west of the Mississippi. That pioneering spirit lives on today through our leadership team who upholds a vision of relentless innovation while being a force for good. For more details check out

General Mills India Center (GIC) is our global capability center in Mumbai that works as an extension of our global organization delivering business value, service excellence and growth, while standing for good for our planet and people.

With our team of 1800+ professionals, we deliver superior value across the areas of Supply chain (SC) , Digital & Technology (D&T), Innovation, Technology & Quality (ITQ), Insights & Analytics (I&A), Sales Strategy & Intelligence (SSI) , Global Shared Services (GSS) , Finance Shared Services (FSS) and Human Resources Shared Services (HRSS). For more details check out

We advocate for advancing equity and inclusion to create more equitable workplaces and a better tomorrow.

JOB OVERVIEW

The Insights and Analytics organization within General Mills Strategy and Growth function is responsible to deliver integrated consumer, customer, category, and business performance insights to power smarter, faster decisions and next-best actions, enabling precision in brand strategies, campaign execution, media and investment optimization across our US businesses and brands. The Insights and Analytics org has integrated teams operating from our Minneapolis and India offices, and this role is in our Brand Insight Excellence and Transformation team.

Purpose of the role

We are looking to hire an experienced consumer insights analyst, with deep expertise in AI-enabled content testing. This role sits within the Creative Resonance team and will lead the in-housing of content testing, the creation of standardized approaches, and the integration of AI tools (e.g., Ipsos Sparks AI) into our existing insights toolkit. You will act as a methods expert and SME, partnering closely with the Creative Resonance team, US operating units, and brand/marketing teams to advance content testing for both video and static formats, and to scale these capabilities across US brands and businesses. This role will report to the GIC Sr. Manager and will work functionally with the US Creative Resonance team.

KEY ACCOUNTABILITIES

1. Project management and execution

• The candidate will be responsible for end-to-end AI content testing projects - from brief intake to delivery of results and recommendations.
• They will be tasked with building deep expertise in Ipsos Sparks AI and other external AI-based content testing tools.
• Will be responsible for testing online video ads, social media ads, and static creatives on the Sparks AI platform.
• Multitask and manage multiple projects in parallel, ensuring on-time, high-quality delivery.

1. Insights and Storytelling

• The candidate will be responsible for analyzing the results, summarizing the key findings and developing business-relevant recommendations.
• Should be able to create a story out of the insights using compelling narratives, visuals, and data-driven evidence.
• Is able to communicate findings effectively to stakeholders and leadership (across Insights, Brand, and Marketing) in written reports and live readouts.

1. Meta Analysis and Guardrails for AI Testing

• The candidate should be able to connect learnings across multiple AI tests and human-based content testing to build a holistic point of view on what drives effective creative.
• Conduct meta-analyses to identify patterns, best practices, and principles that can inform future content development.
• Define guardrails for when to use AI tools vs. real consumer testing (e.g., when AI is sufficient, when human validation is critical, and how to best combine both).

1. Standardization and Process Optimization

• The candidate will be responsible for establishing best practices and standardized ways of working for content testing using Ipsos Sparks AI.
• Continuously optimize processes (briefing, setup, analysis, and reporting) to improve speed, quality, and impact of AI-based content testing.
• Scale AI content testing across US brands and businesses

REQUIRED QUALIFICATIONS

Experience

• Education - Master's degree or MBA with specialization in Market research or Marketing
• Must have strong written and verbal communication skills to effectively interact with diverse stakeholders and team members globally
• Exceptional critical thinking, analyti cal, and problem-solving skills with the ability to translate complex data into clear, actionable business insights and strategic recommendations

PREFERRED QUALIFICATIONS

• Prior experience within the CPG (Consumer Packaged Goods) industry, particularly with exposure to global markets and diverse consumer segments
• Experience in content testing using traditional methodologies with human consumers (non-AI) will be an added advantage
• Has the ability to collaborate effectively with cross-functional teams and influence business decisions through data-driven insights
• Should showcase a proactive and curious mindset, with a strong drive to continuously learn, experiment with new technologies, and challenge the status quo