PB CAREERS: CVS – Director Store Brands, Brand Management

PB CAREERS: CVS – Director Store Brands, Brand Management

Job ID: 610084BR
Business Area: CVS Health
Primary Location: RI ‒ Woonsocket
Job Type: Full Time
Job Category: Corporate
Clinical Licensure Required: N/A
Location Code OF001
Position Summary:

The Director,
Store Brands Portfolio Management is responsible for leading a team of Brand Managers and Associate Brand Managers to bring the CVS Store Brands portfolio to life. The director will be responsible for leading the development of both short and long term brand strategies which align with overall business unit objectives, be accountable for achieving annual brand sales and profit goals, ensuring that the desired brand promise and equity is represented in all externally facing communication vehicles including packaging, in-store, digital, etc., and be the voice of the CVS Store Brands customer to both internal and external partners. The ideal candidate would have demonstrated a strategic mindset, developed/managed consumer facing brands, experience working in a retail environment, managed a team, partnered effectively across boundaries, and delivered innovation and financial impact at scale and with speed.


  • Coach and develop a team of Brand Managers/Associate Brand Mangers on the development and execution of in year marketing plans which drive sales/profit and deliver strong ROIs across the Store Brands portfolio
  • Accountable for achieving sales and profit goals of the SBs brand portfolio Develop short and long term (1 to 3 years) strategies that will drive growth of critical brands in our portfolio
  • Own all external facing communication to ensure that the brands are represented as desired and driving consistency across all vehicles
  • Be the voice of our customer, understanding who they are and articulating the right communication that will motivate them to buy a store brand product
  • Partner across the organization to increase share of voice for CVS Store Brands in all our internal assets, leveraging strategies that increase conversion and deliver increased margin

Marketing Execution:

  • Develop and execute marketing plans to ensure the profit growth and expansion of respective Store Brand(s)
  • Establish guidelines and guardrails for each brand on external facing elements including circular, print media, electronic, and in-store
  • Positioning and messaging strategies consistent with the brand’s promise
  • Develop innovative strategies and elements to ‘Win at Shelf’ converting customers to Store Brands product portfolio
  • Develop profitable strategies of driving customer engagement with our Store Brands portfolio through existing retail marketing vehicles (e.g. circular, email, direct mail)
  • Evaluate 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, including gaining alignment thru the Store Brands VP

Brand Development:

  • Enforce brand guidelines and consistency with brand strategy and execution with Category, Product management and design teams
  • Support Sr. Director, Brand Management with “white space opportunities” for Store Brand portfolio growth
  • Development of brand through brand extensions
  • Own projects from idea, insight/concept development to execution to continually enhance Store Brands portfolio
  • Establish brand adjacency maps (categories/product lines) by leveraging consumer insights from internal and external sources to provide guidance to Product Development and Category teams
  • Partner with Product Development Manager on innovative product development activities
  • Partner with Creative team to bring the brand to life visually including packaging, in-store visuals, digital, etc.
  • Partner with Category Managers on plan-o-gram management and relevant IRI data review

Brand Governance:

  • Lead and maintain ownership of brand and style guides and ensure that all elements are managed within established guidelines
  • Establish quality, product and packaging standards for each brand within the portfolio
  • Review and approve all brand Positioning and Style Guides
  • Ongoing review of SKU’s within each brand to ensure the brand and total portfolio are optimally managed

Required Qualifications:

  • 10+ years’ within CPG and/or Store Brand/Retail organizations
  • Proven ability to develop and manage a large brand portfolio
  • Experience working in a retail environment
  • Manages and develops talent and builds high performing teams
  • Proven ability to deliver results, driving self and others to achieve agreed upon goals
  • Strategic thinker and creative marketer who challenges self and others to think out of the box
  • Strong analytical skills, experience in managing a P&L, and ability to utilize customer data develop short and long term brand strategies and plans
  • Must have big picture orientation and be willing to “get hands dirty” when necessary
  • Demonstrated ability to influence executives (VP and above+)
  • Excellent written and verbal communication skills
  • Demonstrated success in building relationships and trust while maintaining focus on project integrity with cross
    functional business partners

Preferred Qualifications:

  • Experience in managing multiple brands
  • Experience working in a Retail organization

Bachelor’s Degree, 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.

CVS Health is an equal opportunity employer. We do not discriminate in hiring or employment against any individual on the basis of race, ethnicity, ancestry, color, religion, sex/gender (including pregnancy), national origin, sexual orientation, gender identity or expression, physical or mental disability, medical condition, age, veteran status, military status, marital status, genetic information, citizenship status, unemployment status, political affiliation, or on any other basis or characteristic prohibited by applicable federal, state or local law. CVS Health will consider qualified job candidates with criminal histories in a manner consistent with federal, state and local laws. CVS Health will not discharge or in any other manner discriminate against any Colleague or applicant for employment because such Colleague or applicant has inquired about, discussed, or disclosed the compensation of the Colleague or applicant or another Colleague or applicant. Furthermore, we comply with the laws and regulations set forth in the following EEO is the Law Poster: EEO IS THE LAW and EEO IS THE LAW SUPPLEMENT

Federal law requires employers to provide reasonable accommodation to qualified individuals with disabilities. If you require assistance to apply for this job, please contact us by clicking AA EEO CVS Health

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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.