PB CAREERS: Brand Manager, Our Brands – Delhaize America

Food Lion TruckOperating Company: Delhaize America
Full/Part Time Status: Full-Time
FLSA Status: Exempt (Salary)
Location: Store #65992
Address: 2110 Executive Drive
City: Salisbury
State: NC
Job Number: 14-044260

Position Summary:
The Brand Manager, Our Brands will have a substantial role driving sales, profit and share results for the company. The Our Brands portfolio generates about 25-30% of company revenue, and a higher percentage of profit. Some categories have over 50% of revenue from Our Brands. The person will own a significant portion of the multi-billion Our Brands business, and financial responsibility for the Brand Manager role will include sales levels ranging from around $100 million to more than $700 million.

Principle Duties and Responsibilities:

Driving business results

  • Growth of sales, profit and category share to support retail banner success

Leading brand/category strategy, and participating in total portfolio strategic development

  • Development of the brand strategy to align with overall portfolio objectives
  • Creation of an annual brand plan and three-year road map (assessment, opportunities, filtering, testing, and implementation).
  • Establishment of short and long-term business goals

Owning the brand identity and developing marketing initiatives for a set of private brand products

  • Creation and execution of marketing activity (consumer communication) through internal/banner mediums as well as external mediums (packaging design, promotions, in-store ads, print, TV, radio, outdoor, web, social, app, PR, etc.)
  • Leadership of consumer marketing programs including managing internal and external resources
  • Serve as “the keeper of the brand”, supporting and evolving brand equity
  • Flexibility to adapt to changing priorities

Identifying consumer insight and innovation opportunities,

  • Work with others to develop qualitative and quantitative consumer research to optimize marketing and to identify areas for innovation
  • Develop an ongoing base of knowledge to achieve a thorough understanding of the consumer, category and products
  • Identify new product opportunities, direct activities for product development, create business plans to launch products/platforms and drive results

Implementing projects and programs

  • Partner with category, banner, supply chain and other resources to lead cross-functional teams.
  • Influence others across the organization for strategy, decisions and action
  • Set priorities and manage resources across the matrix organization as well as resources in third-party agencies
  • Ability to handle multiple simultaneous projects with attention to detail
  • Strong communication and interpersonal skills to engage with internal clients and external vendors

Performing business assessment

  • Conducting analysis of the current business and assessing options to meet objectives
  • Identifying products that are dilutive and direct change to improve category performance
  • Utilizing sales, category management, P&L and syndicated data

Additionally, the role will be responsible for budget management and direct and/or indirect people leadership.

Basic Qualifications:

  • Bachelor’s degree with an emphasis in Marketing from a four-year college or university
  • 7+ years of related marketing experience in the packaged goods industry
  • Cross-functional team leadership
  • Knowledge of category/product/portfolio/business management

Preferred Qualification:

  • Masters of Business Administration (MBA) Degree
  • Success driving P&L improvement
  • People management / development
  • Consumer Research and Innovation
  • Retail execution experience
  • Agency management


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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.