PB CAREERS: AHOLD DELHAIZE RBS – Private Brands Label & Design Director


PB CAREERS: AHOLD DELHAIZE RBS – Private Brands Label & Design Director

Position Location: Salisbury, NC
Career Level: Director

Position Objective:

Leads strategic and creative direction of package design development, design execution, implementation and maintenance for the RBS portfolio of Private Brands products. Responsible for all elements of package design, including concept development, production and print quality.

Principle Duties and Responsibilities:

  1. Design and Brand Management Strategy
  • Responsible for all elements of package design, including concept development, production and print quality
  • Develops package designs that are consistent with the brand positioning strategies and meets the communication objectives outlined in the Design Brief
  • Seeks visionary solutions in the creative design process that support the brand strategies
  • Acts as gatekeeper of the portfolio of RBS Private Brands (PB) products
  • Defines, manages, and upholds the brand positioning and packaging guardrails (e.g. Brand Equity Documents) of entire family of Ahold Delhaize USA Private Brands.
  • Shares and educates the PB brand positioning with the Brands and their respective teams
  • Defines portfolio of brands including respective brand roles and strategic positioning.
  • Identifies target consumers and prime prospects
  • Responsible to identify consumer insight and research needs as appropriate.
  • Leads the creation, development and/or rationalization of brands across the portfolio.
  • Protects the PB brand strategies, including developing designs that fit within their definitions
  • Manages third party design as needed and negotiates contracts with outside design sources that deliver the best quality work at the best cost (if needed)
  • Ability to implement design solutions across multiple categories within a design system
  • Ability to set strategy and execute secondary packaging design, specifically shelf ready/retail ready
  • Oversight and development of creative brief of innovative and/or proprietary structural and functional packaging design
  1. Design Execution
  • Effectively executes design strategy on packaging
  • Impactful and influential communication to guide buy in of an array of audiences including Executives
  • Clearly and effectively communicates design strategies that align with Private Brands identities
  • Demonstrates outside-the-box creativity (incremental and breakthrough innovation)
  • Ability to translate marketing and project parameters into appealing design solutions and comprehensive concepts that command attention, change behavior and move shoppers to react
  • Seeks design strategies that strengthen Private Brand’s ties with our consumers
  • Design agency management
  • Manages third party providers (e.g. freelance or contracted designers, illustrators, photographers, stylists, etc.…)
  • Manages product design priorities and timetables consistent with the priorities and needs of Private Brands and assesses and manages the balance between workload and development resources.
  1. Talent Development & Leadership
  • Leads the Private Brands team at RBS
  • Responsible for the development, talent planning, career guidance, and performance management of Private Brands associates at RBS
  • Influences organizational alignment across multiple areas at the Brands and RBS (Private Brands evangelist at the Brands & RBS)
  • Exudes a high degree of credibility and the ability to work with and through all levels of management (including Category Management leadership)
  • Creates a positive work environment and has the ability to inspire and motivate others
  • Delivers intentional and authentic ongoing feedback Requirements Basic Qualifications:
  • Bachelor’s degree or equivalent combination of education and related work experience
  • 8 – 10 years of related experience
  • Minimum of four years of management experience

Skills and Abilities:

  • Mastery of Adobe Creative Suite
  • Strong understanding of all print processes (litho, flexo, rotogravure)
  • Strong understanding of designing trade packaging (e.g. containers, display ready cases, shipping units)
  • Structural packaging creation/design
  • Oral and/or written communication skills
  • Presentation skills
  • Innovation/Creativity
  • Familiarity with packaging requirements, including Nutrition Facts, Net Weight statements, general regulations FDA, FTC and USDA
  • Printing procedures
  • Photography
  • Illustration
  • Supervisory/leadership skills
  • Strategic Thinking & Planning
  • Customer focus
  • Initiative
  • Attention to detail
  • Ability to influence and collaborate across multiple business areas and levels
  • Ability to inspire and motivate others
  • Able to balance multiple conflicting priorities in a changing work environment


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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.