PB CAREERS: BJ’S – Brand Manager


PB CAREERS: BJ’S – Brand Manager

Job Number: 1827
Category: Corporate Brands
Location: Westborough, Massachusetts

The responsibility of the Brand Manager is to provide a laser marketing focus for the Berkley & Jensen and/or Wellsley Farms brand. They will ensure that every product lives up to the overarching mission of the brand, grow the brand through the right marketing strategy/tactics and leverage analytics, insights and trends to capture key opportunities. Additional responsibilities include but are not limited to:

  • Plan, develop and execute a considered, specific strategic plan for Berkley & Jensen/Wellsley Farms with clear targets, actionable Key Category initiatives, and a full range of growth tactics across known club media
  • Create a selection and category development strategy with the Merchants to enter additional product verticals and play more strongly within destination, highly consumable categories. Know clearly where the “white space” is. Develop intimate understanding of supplier capabilities across Brand to fulfill category directives
  • Ensure that there is a clear consumer-driven strategy, both by Department and by Member Segment, to support the Brand and work collaboratively with Analyst to create the foundation for member and category successes
  • Act as the champion for Best-In-Class private brand ideas, from within the channel (especially Costco), but also with a broader view of supplier and key category best-in-class examples)
  • Build appropriate Brand strategies and tactics collaboratively with Merchandising for in-club (merchandising, demos) and hand-in-hand with Marketing for out-of-club (to specifically include, PR, social, direct vehicles like the “Quarterly”, other)
  • Manage the Brand’s marketing budget so that it maximizes sales, support and communication for Private Brands.
  • Track progress vigorously
  • Lead the year-on-year share, new product and repeat purchase metrics for BJ’s


  • Bachelors degree; MBA preferred
  • 5+ years in Consumer Packaged Goods or Retail marketing function
  • Strong understanding of syndicated data (Nielsen, IRI) and its foundational role
  • Proven ability to develop a highly strategic and tactical marketing plan
  • Facility and comfort in doing “more with less” and managing multiple priorities
  • Proven cross-functional collaboration with sales, merchandising and other key departments
  • Proven curiosity and determination to dig deeply into categories that are not data-rich
  • A doer and difference-maker with high energy, team-player sensitivity


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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.