Mindy Murray is Director of Social and Content at General Mills, where she leads social media strategy, creator partnerships and content planning to help brands connect with culture. She shapes social-first ideas and creative partnerships that drive relevance and talkability. She believes brands should “act” as much as they “ad,” to create ideas and experiences that earn attention rather than simply buying it.

Before leading brands in-house, Mindy began her career on the agency side at Momentum and Fallon. Here she built a strong foundation in creative strategy and brand storytelling. One of her first connecting to culture experiences was developing crop circles across the country to announce a new micro-processor to system builders. Since then, she has had the privilege of working on big brands across industries, including Citibank, KitchenAid, Buffalo Wild Wings, Purina, 3M, Cheerios, Yoplait and Gushers.