PB CAREERS: Product Manager, Private Brands – Supervalu

Product Manager- Private Brands
Minnesota-Eden Prairie

SUPERVALU is a premier food and drug retail powerhouse with world-class supply chain and support services. We are the nation’s third largest grocery provider, with a diversified portfolio of regional retail banners, locally managed and branded, spanning the nation, coast-to-coast and border-to border. As the largest food distributor to retail stores in the United States, we also provide a robust suite of supply chain services to serve both our own retail banners and thousands of independent retailers.
Combined, SUPERVALU’s two lines of business provide a wealth of diverse opportunities to grow and to contribute to a thriving enterprise.
Our Philosophy:
Ongoing pursuit of excellence is a way of life at SUPERVALU and a key to our success. To achieve excellence, we seek associates who will contribute innovative business solutions. We embrace change and welcome others who do.Our employees are as diverse as our opportunities – representing all ages, backgrounds and parts of the country. What they have in common is: talent, passion, sense of urgency, focus, standards, integrity – and an unsurpassed customer orientation. They form the foundation of our SUPERVALU Advantage – the key to our continuing success.
Supervalu’s vision is to become the industry’s Own Brands leader, driving competitive advantage by innovating and taking intelligent risks to create a product experience that continually over-delivers on consumers’ trust, confidence, and loyalty and drives them to seek out Our Own Brands. The Product Manager of Our Own Brands will play a key role in building that experience by leading the development and execution of effective business plans for assigned categories and 1-2 assigned mega brands on an annual basis.
In the short term the Product Manager will also play a role in identifying, supporting and developing the product portfolio that will drive the Own Brands business over the long term. This work will entail rationalizing the current labels across the new Supervalu enterprise, and identifying and developing new products that have the potential to leverage our center store and fresh departments.
Job Responsibilities and Accountabilities:
  • Lead the development and execution of yearly business plans, penetration goals, strategies, and their rationale to support achievement across assigned categories and brands.
  • Work collaboratively with OB Marketing in identifying target consumers and prime prospects for assigned categories and brands, and developing the needed business insights as appropriate. These insights must be translated into actionable strategies.
  • Shares in the development and execution of plans to rationalize products and brands across the enterprise.
  • Responsible for leading high performing cross-functional teams (marketing, packaging, product development, sourcing, and QA) assigned to specific product categories, and working collaboratively with Merchandising (Corporate, Region, Banners), and key vendor groups to deliver new products, product updates and packaging improvements.
  • Work collaboratively with BDM and OB Merchandising on business management on assigned product categories to ensure proper execution of strategy: pricing, placement, distribution, promotion plan, product life cycle, etc.
  • Responsible for managing priorities, timing, and resources of multi-functional team.

Job Requirements:

  • Bachelor’s degree in Marketing or related field. MBA preferred
  • 4+ years Brand Management experience at a top CPG company
  • 2 + years category management or sales experience
  • Must have proven track record of understanding the consumer, translating insights into winning plans and a high degree of creativity to find new, compelling ways to build the business
  • Proven leadership and collaborative skills including the ability to lead and motivate cross-functional teams to successfully achieve initiatives
  • Proven experience building brand equity from positioning through communication execution
  • Experience and knowledge of retail merchandising, P&L, and operations
  • PC applications literate•

Physical Environment:

  • Most work is performed in a temperature-controlled office environment.
  • Incumbent may sit for long periods of time at desk or computer terminal.
  • Incumbent may use calculators, keyboards, telephone, and other office equipment in the course of normal workday.
  • Stooping, bending, twisting, and reaching may be required in completion of job duties.

The above statements are intended to describe the general nature of the work performed by the employees assigned to this job. All employees must comply with Company policy and applicable laws. The responsibilities, duties and skills required of personnel so classified may vary within each department and/or location.


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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.