PB CAREERS: Delhaize America, Director of Core Brands

Food LionDelhaize America, Director of Core Brands

Charlotte, North Carolina Area

Job Description
Job Title:  Director of Core Brands
Job Location: Salisbury

Position Summary
Strategically lead core brands including its portfolio and equity with a focus on growing the base business and working with the innovation team to take the portfolio to the next level. The Brand Manager is a member of the “Our Brands” board and a Senior Manager/Leader of Delhaize America.

Principle Duties and Responsibilities

  • Lead development and articulation of portfolio and brand strategies for my essentials including growth targets, and profit delivery.
  • Fully accountable and overall responsible for the brand P&Ls.
  • Lead growth, on both top and bottom line, in close conjunction with the banner and the category teams.
  • Lead the development of brand positioning and develop a vision, long-term strategy, 3-year plan and innovation road map for “Our Brands” in conjunction with Category and Innovation and Product Development teams.
  • Supervise the execution of these plans – with focus on existing business and short-term vision.
  • Serve as “the keeper of the brand”, supporting and maintaining brand equity of the existing brand and products and ensure that activities are consistent with portfolio of brand equity across the banners.
  • Give final “Go” on new products that are accretive to “my essentials” and work with category and brand teams to identify products for sku rationalization as needed.
  • Overall package approval (driving portfolio and banner links on “look and feel”).
  • Owns understanding of target consumer for their brands.
  • Identify consumer research needs for products and “Our Brands” with eye to improving the existing business and portfolio of products.
  • Work with Innovation Manager to develop and drive 3-year road map (category identification, idea filtering, etc.) and annual planning process.
  • Work with design team to develop and guide evolution brand standards.
  • Directly influence banner marketing strategies and tactics to ensure brand uniformity across the banners.

Desired Skills & Experience
Job Requirements:
Basic Qualification

  • Bachelor’s degree with an emphasis in Marketing from a four-year college or university.
  • 10 years of related brand marketing experience including:  Experience in the consumer packaged goods industry

Preferred Qualification

  • Masters of Business Administration (MBA) Degree preferred
  • Demonstrated experience managing the P&L
  • Experience in leading teams through innovation/new products process towards successfully launching multiple new products each year
  • Experience in managing outside and/or inside agencies, media budgets and developing TV and Print campaigns
  • Retail or category management experience a plus

Company Description
Delhaize America is a leading supermarket operator in the United States with more than 1,600 stores in 16 states in the eastern United States. Delhaize America operates under the banners Bottom Dollar Food, Food Lion, Harveys, Hannaford Supermarkets, Reid’s and Sweetbay, each of which has a distinct strategy and a well-established brand image. Through its multiple banners, Delhaize America is able to target the needs and requirements of specific markets, customize its product and service offerings and maintain strong brand recognition with its local customers. Delhaize America employs approximately 109,000 full-time and part-time associates.

Additional Information
Posted: April 4, 2013
Type: Full-time
Experience: Director
Functions: Marketing, Strategy/Planning 
Industries: Retail, Marketing and Advertising, Consumer Goods 
Job ID: 5308669

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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.