CAREER TUESDAY: DVP Product Development and Design – Home Division JC Penney

DVP Product Development and Design – Home Division Job in Texas

DVP Product Development and Design – Home Division
Job ID: 307464
Location: Texas
Requirements – Corp/Field Mgmt
DVP Product Development and Design – Home Division

Basic Function
Directs the development of business and product development strategies to ensure brand growth and a focus on the targeted customer. Leads and directs the development of product assortments, packaging, multi-channel product, and marketing of assigned brands to ensure the integrity of the brand profile is executed. Oversees all aspects of assigned brands to maximize sales and profitability, and to achieve business objectives.

Principal Responsiblities

  1. Leads in the collaborative development of merchandise and business strategies for assigned Private Brands and communicates direction to the Divisions.
  2. Leads in the development of the brand profile and is responsible for maintaining the integrity and image of the brand.
  3. Leads in collaborative effort to generate Divisional support of the line and forward financial plans by gathering current product performance input, identifying action for future development, and promoting the assortments.
  4. Directs the development of the brand(s) within the scope of responsibility to maximize sales and profitability and to achieve corporate strategic objectives; ensures appropriate packaging, labeling, hangtags, have been reviewed and developed seasonally, by brand.
  5. Ensures appropriate catalog, internet, marketing, publicity, store environment, and visual campaigns have been developed to support brand image consistency and integrity across all divisions, where appropriate.
  6. Controls, budgets, and allocates resources within the organization, such as materials, sample costs, travel, etc.
  7. Travels as appropriate for research and development, and to maintain a current market and global perspective. Approves travel within budget of reporting associates.
  8. Develops and directs work to completion, in adherence to the Time and Action calendar and ensures its continued execution for assigned area of responsibility.

Key Relationships

  1. Works closely with the DMMs and Sr./GMMs to gain consensus and maintain proper assortment of private brand product.
  2. Communicates, coordinates, and collaborates with Trend, Design, Sourcing, and other Product Directors to ensure brand integrity across Divisions.

Positional/Core Competencies:
Developing talent, strategic thinking, innovation, communication, organizing work, trend interpretation, strong sense of style and fashion.

Key Challenges:

  1. Developing the private brand profile and maintaining the integrity and image of the brand.
  2. Overseeing all aspects of assigned brand to maximize sales and profitability, and achieving business objectives.


  1. Merchandise private brand strategy.
  2. Department budgets, including human resources changes.
  3. Approval of store graphics and Marketing efforts designed to execute brand image.
  4. New private brand strategies.


  1. Development of private brand profile and integrity and image of the brand.
  2. Completion and execution of Time and Action calendar for assigned brand.
  3. Private brand team travel plans.
  4. Packaging and labeling design concepts to support private brand image


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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.