PB CAREERS: CVS – Brand Manager Store Brands Innovation

cvs-headquartersCVS – Brand Manager Store Brands Innovation – Beauty & Personal Care

Req. ID: 275840BR
Business Area: CVS Health
Location: RI – Woonsocket
Job Category: Category Manager
Clinical Licensure Required : N/A
Job Type: Full Time

Position Summary:
This position achieves the merchandising objectives related to the CVS Strategic Business Plan Store Brand Management


  • 1-3-5 Year Business Plan:
  • Working in conjunction with corporate objectives and initiatives
  • Establish marketing goals to ensure share of market and profitability of products

Required Qualifications:

  • Background in Brand Management from consumer packaged goods and/or retail
  • Strategic thinker and creative marketer
  • Results oriented and self-motivated
  • Excellent written and verbal communication skills
  • Strong leadership skills
  • Strong presentation skills
  • Must display success building relationships and trust while maintaining focus on project integrity with cross functional business partners

Preferred Qualifications:
Marketing Plan:

  • Develop and execute branding, positioning and messaging strategies consistent with the brand’s essence
  • Support development of brand through brand extension into new categories, items, and product lines
  • Develops and executes marketing plans to ensure the profit growth and expansion of respective Store Brand(s)
  • Plans and oversees the brands’ advertising and promotion activities including circular, print media, electronic, and in-store
  • Evaluates market reactions to advertising programs, merchandising strategies, and product packaging and formulation to ensure the timely adjustment of marketing strategy and plans to meet changing market and competitive conditions.
  • Responsible for the development and management of brand marketing budgets. Store Brands DMM and VP will approve plan and make adjustments as needed

Brand Development:

  • Responsible for enforcing brand guidelines and consistency with brand strategy and execution with Category, Product management and design teams
  • Support Director, Portfolio Strategy with “white space opportunities” for Store Brand portfolio growth
  • Initiates sales forecasts, pricing and market plans for all Store Brand products
  • Up to date on current market trends, competitive developments in order to continually enhance Store Brand
  • Manage the utilization of consumer insights to stay on trend with brand development
  • Manage the development of synergistic strategies across all Store Brand categories
  • Partner with Product Development Manager on innovative product development activities
  • Works with the creative team and directs brand development of copy-writing, packaging design, layout, the selection of the photographers and models for promotional materials, and at-shelf messaging
  • Cross functional project team management
  • Partner with Category Managers and team analysts to manage sales and forecasting
  • Category Manager will make adjustments to P&L forecasts as needed
  • Partner with Category Managers on planogram management and relevant IRI data review

Brand Research:

  • Execute brand and product positioning research (from crafting concept statements to final recommendation)
  • Leverages consumer insights from internal and external sources to ensure we are leading brand develop based on consumer/category trends

Education: Bachelor’s Degree required; MBA preferred

Business Overview:
CVS Health, through our unmatched breadth of service offerings, is transforming the delivery of health care services in the U.S. We are an innovative, fast-growing company guided by values that focus on teamwork, integrity and respect for our colleagues and customers. What are we looking for in our colleagues? We seek fresh ideas, new perspectives, a diversity of experiences, and a dedication to service that will help us better meet the needs of the many people and businesses that rely on us each day. As the nation’s largest pharmacy health care provider, we offer a wide range of exciting and fulfilling career opportunities across our three business units – MinuteClinic, pharmacy benefit management (PBM) and retail pharmacy. Our energetic and service-oriented colleagues work hard every day to make a positive difference in the lives of our customers.


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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.