PB Careers: Private Brand Marketing Manager – Walmart Canada

Req ID: 1996BR
Job Title: Category Marketing Manager – Private Brands
Location: Canada-ON-MISSISSAUGA

Position Summary
Private Brands at Walmart cross a wealth of categories and play a critical role in delivering the overall Walmart retail strategy. In this present economic environment, price-value sensitivity is at an all-time high and Walmart private brand solutions must deliver significant consumer value.

The Private Brand Marketing Manager is critical to ensuring that the elevated vision we’re developing for the Walmart brand in Canada is positively reinforced. This challenging role starts with the consumer – leveraging insights to maximize the Walmart offering in existing and new categories. It continues with partnering with multiple cross-functional teams and agencies to bring these brands to life

The Private Brand Marketing Manager position at Walmart promises a fast paced, results oriented environment, working on consumer-centric brands that are supported with all the tools and tactics of traditional brand management.

Position Responsibilities

  • Lead the strategic development of Private Brand positioning, leveraging consumer insights and working closely alongside agency partners and the merchandising team
  • Lead the creation and implementation of consumer focused strategic marketing plans for the Private Brand portfolio
  • Identify and execute consumer communication strategy for private brands i.e. mass communication, in-store, flyer integration
  • Partner with Store Experience Marketing Managers and Category Marketing Managers to optimize in-store presence and consistency
  • Ongoing tracking and communication of Private Brand performance and management of action plan as required
  • Establish relationships with US and International counterparts in order to share best practices & insights
  • Success is maximizing private label volume and profit performance to drive category growth


  • Bachelor’s Degree and 6-8 years marketing experience
  • Customer development or category merchandising experience an asset
  • Strong strategic influencing abilities
  • Strong written & verbal communication skills to interact with all levels
  • Strong problem solver, independent strategic thinker to develop solution recommendations
  • Confidence to make decisions independently
  • Strong attention to detail
  • Demonstrates creativity in problem solving, developing new procedures and innovative ideas
  • Shows considerable initiative and ability to organize time, meet deadlines and identify new opportunities
  • Takes accountability for decisions & actions


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.