PB CAREERS: Earthfare – Director, Private Brand Product Development & Merchandising

Earthfare store

 Earth Fare – Director, Private Brand Product Development & Merchandising
Tracking Code:
Job Description
Department:  Private Brand
Reports to:  Chief Merchandising Officer

Earth Fare, founded in 1975, is a natural and organic food market, serving nine states through 34 locations. Our corporate headquarters is located in Asheville, North Carolina.

Our vision is to be the most trusted organic and natural food retailer in the country – a place where healthy decisions are easy, people have confidence in the food they buy and everyone is welcome. We will significantly grow our business in size and scope over the next 1-3 years in an effort to serve more customers in the U.S. market.

Our purpose, the rallying cry for all of our team members, is that we will make real food accessible to everyone.

Developing a best-in-class Private Brand program is a key plank in our growth strategy in the near-term. Today, we have a limited and disparate natural/organic Private Label program that drives margin and sales. Tomorrow, we will offer a cohesive portfolio of customer centric Private Brands that drive customer preference and loyalty while enhancing our economic position.

Position Summary
The Director of Private Brand is responsible for leading the execution of our Private Brand portfolio to meet short and long-term goals and objectives and will lead the effort to build a comprehensive, customer-centric Private Brand competency within the Earth Fare organization that will support our growth plans.

The Director will be accountable for business planning, merchandising, consumer/industry insight application, procurement, quality, package execution and store execution.

As the primary internal Private Brand ambassador, the Director will drive internal “activism” and integration through partnership and influence across the organization.

Required Skills
Essential Functions

  • Drives the short-term and long-term vision for Corporate Brands, including portfolio optimization, development of strategic new brands and the growth of the portfolio to coincide with the growth of the organization.
  • Collaboratively defines guiding principles for brand building and brand management.
  • As primary brand steward, ensures that brand equities are adhered to across a range of consumer channels (package design, advertising, and marketing).
  • Works collaboratively with the other senior leaders in the organization in the development and management of 3-5 year private brand portfolio plan.
  • Educates the broader cross-functional internal teams on our brands’ equities and the principle benefit of building and sustaining strong brands.
  • Oversees the adherence to brand guidelines across all consumer facing touch points
  • Versed in relevant Private Brand marketplace retail activity and trend within natural organic, mass and grocery channels of trade.
  • Develops integrated brand business plans and budgets for each brand based on the private brand portfolio goals and objectives
  • Develops integrated category business plans and budgets that support the larger category goals and objectives.
  • Develops pricing and promotional programs that support broader company merchandising plans.
  • Manage budgets that support category and Private Brand goals.
  • Manages execution to store via operations and supply chain.
  • Manages broker/corporate funds against budgets including post-mortem analysis.
  • Develops and executes a Private Brand new product pipeline plan.
  • Develops strategic partnerships with vendors/brokers, fostering a culture of innovation investment.
  • Develops and executes GNX or RFP bids for products; manages contracts and agreements per company policy.
  • Manage brand guardrails through execution.
  • Manages all product costs to plan.
  • Manages supply chain and logistics.
  • Develops and manages plan for consumer product testing.
  • Manages quality assurance including regulatory requirements, vendor compliance and supply chain.
  • Seeks to gain financial benefits from Private Brand synergies across products, packaging and supply chain.
  • Partners with an internal marketing leader in the development of:
  • Integrated marketing communications plan that supports the Private Brand goals and objectives.
  • Team member and store-level Private Brand engagement plans
  • Loyalty program engagement plans
  • Shelf tags or store signage as required
  • Partners with an internal marketing leader in the development of:
  • Package design and execution briefs that result in on brand strategy design and communication.
  • Agency strategic partnerships that will support the continued advancement of our Private Brand strategy, through equity driven output.
  • Brings industry expertise in developing an efficient execution processes.
  • Quality control for all package design execution.
  • Project and budget management for package design and execution
  • Manages the day-to-day relationship with package design and production partners.
  • Develops a Private Brand team to support the overall Earth Fare growth plan that embodies the Earth Fare company culture.
  • Educates the broader cross-functional internal teams on the benefits of Private Brand within our overall business model; drives internal activism and engagement to meet goals and objectives.
  • Works cross-functionally and externally to develop relationships of trust and respect that support the Earth Fare company values.
  • Supervises and coaches direct reports in the performance of their duties: development of performance reviews, goals and objectives.
  • Performs the essential functions of this position with or without reasonable accommodation.

Total Percentage Equals 100%
Job Location:
Fletcher, North Carolina, United States
Position Type: Full-Time/Regular


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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.