CAREER WEDNESDAY: Family Dollar Expands Private Brand Team

Matthews, North Carolina based dollar store Family Dollar continues to grow and build it’s Private Brand programs, here is the first set of a number of great jobs that will help the retailer define their Private Brand portfolio and build the future.

Brand Development Director: Family Dollar
Matthews, North Carolina

General Summary:
The Director of Brand Development is responsible for defining, maintaining and enhancing the brand integrity of our growing portfolio private brands (20+ brands, representing over $1.4 Bn in annual sales with plans to grow to well over $2 Bn) by driving the strategic branding, creative design and marketing planning for Family Dollar’s Private Brands. This position lead will work across the organization to refine our brand architecture, develop our brand equities and drive consistent brand execution across our Private Brands packaging, marketing and in-store presence. The role is highly visible and requires an experienced brand builder who brings creativity, a collaborative leadership approach and credible independent perspective.

Principal Duties & Responsibilities:

  • Build and refine the Family Dollar Private Brand architecture that demonstrates through understanding of the Family Dollar shopper and is appropriate for the breath of Family Dollars’ private brand offer across value tiers and categories.
  • Develop persuasive brand value propositions and brand strategies that are relevant to our customers, competitive with both national brands and other retailers’ labels, and appropriate to the assortment mix and intended role in the Brand Architecture.
  • Build comprehensive Private Brand marketing plans. Establish marketing objectives for each brand, and create marketing and promotion plans to achieve them leveraging print, digital, and in-store media. Identify other creative opportunities to engage our store and HQ team members and customers with our brands. Measure and report results of brand launch and ongoing brand marketing activities.
  • Oversee the development of each private brand’s identity, positioning, graphic design systems, brand standards and usage guidelines to achieve the intended maintain ongoing brand consistency.
  • Establish and refine Private Brand marketing and visual merchandising standards to ensure consistent execution of our brands in media and at shelf.
  • Direct the work of the Senior Manager, Branding and Production Art, third party design firms, freelance artists and one or more copy editors and/or graphic artists to achieve brand objectives.
  • Execute strategic plans and cultivate direct reports with emphasis on brand portfolio development, objective setting, developmental action planning and coaching. Conduct annual and mid-year performance reviews and provide ongoing feedback to direct reports.
  • Other job-related duties as assigned.


Minimum Requirements:

Education: Bachelors Degree from a four-year college or university – Preferably marketing or business related. Business or Marketing Master’s Degree highly preferred.

Experience: 10+ years of classic consumer products brand management and/or marketing. Ability to display understanding of the retail product life cycle and supply chain processes. 5+ years experience managing a team of direct reports.

Technical Skills: Must be proficient in the use of Microsoft Office including Excel, Power Point, Word and Outlook. Familiarity with graphic design programs including Adobe Illustrator and workflow management technologies appreciated, but not required.

Job: Marketing
Primary Location: NC-Charlotte
Job Level: Director
Education Level: Bachelor’s Degree (±16 years)
Relocation Assistance Yes
Background Check Required: Yes
Drug Screen Required: Yes


Brand Marketing and Promotions Manager: Family Dollar
Matthews, North Carolina

General Summary:
The Manager, Brand Marketing and Promotions develops the cross-category approach to marketing and promoting our Private Brands to achieve key brand launch and brand building objectives. The role will support the Private Brand team by collaborating closely with Merchandising Teams, Marketing (including Digital/Social media, Print media, in-store Promotional Planning), Public Relations, Visual Merchandising, and 3rd party Service Providers. Core activities encompass establishing and coordinating execution of brand launch plans and annual brand marketing plans.

Principal Duties & Responsibilities:

  • Develop cross-category new brand launch plans and annual marketing plans for each of our Private Brands that articulate the brand objectives and encompass all advertising, promotional and PR plans.
  • Work with Customer Research, Marketing, and other Private Brand team members to develop marketing messages and collateral and manage applications of our brands.
  • Ensure private brand objectives are met in the promotional planning process.
  • Manage the marketing and promotions planning interplay between Marketing, Merchandising teams, Visual Merchandising.
  • Create and manage project budgets.
  • Develop and coordinate in-market tests for new marketing and promotional approaches.
  • Work with Merchandising to develop promotional offers that are strategically consistent, achieve merchandising sales objectives and work within markdown budget constraints.
  • Understand how competitors are marketing and promoting their private brands.
  • Support the Director of Brand Development with development of new, and refresh of existing, Private Brands
  • Develop, measure and report brand scorecards to monitor our brand performance.
  • Track and report outcomes of in-market tests and chain-wide marketing and promotional activities, incorporate learnings into future brand plans.
  • Work with Visual Merchandising to ensure Private Brand product placement is consistent with the brand strategy.
  • Other duties and responsibilities as assigned.


Minimum Requirements:

Education: Bachelors degree required, preferably in marketing or related field

Experience: 5-7 years marketing, brand management, merchandising, and or promotional planning experience

Technical Skills: Intermediate to advanced working knowledge of Microsoft Office desktop applications, inclusive of Excel, Word, PowerPoint and Outlook.

Job: Marketing
Primary Location: NC-Charlotte
Education Level: Bachelor’s Degree (±16 years)
Shift: Day Job
Travel: No
Relocation Assistance: Yes
Background Check Required: Yes
Drug Screen Required: Yes


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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.