Velocity Conference Preview: SPEED TO MARKET – from 0 to 100 in 6 short months

Today we announce another exciting speaker for the 2019 edition of the Velocity Conference. This year’s event will be held April 29 – May 1, 2019, at the Le Méridien Charlotte in Charlotte, NC.

Over the next few weeks, we will be announcing the entire lineup of icons, geniuses, and mavericks who will educate, challenge and grow private brands for years to come.


Today’s speakers are:

Brent Tininenko, Vice President, Private Brands at Fred’s has spent the last few decades building private brands with retailers and private brand companies including, Walmart, Sam’s Club, Daymon Worldwide and Nash Finch.

Prior to being at Fred’s, Tininenko led the Walmart International Markets in leveraging the global private brand direction and partnering with multinational suppliers to improve private brand growth.

At Daymon Worldwide, he worked in Sydney, Australia with Dairy Farm International.  The highlight of that position was developing the first brand that had a multi-language packaging that sold in Australia, New Zealand, Hong Kong, Singapore, and Malaysia.

Brent is energized by developing private brands that compete with big, National Brands. He is passionate to develop items that connect with the customers and deliver great quality at a great value.

In his spare time, he is an avid cyclist and endurance athlete.


Maria Dubuc: Marketing By Design, President. Maria is a 25-year pioneer in creative management, Maria’s key talent is to combine a career’s worth of branding experience into something personal and unique for each and every client. In the Private Label space, she has coordinated both new and rebrand programs for a diverse set of retailers including Wild Oats, Smart & Final, Sprouts, The Home Depot, WinCo Foods, PriceSmart and most recently 7-11 and Natural Grocers.

With SKU counts from 1,000 to in excess of 10,000 annually, Maria focuses on the scalability of design and the execution of SKUs driven by the efficiency of commonality and consistency. Under Maria’s guidance, her team developed Workflow by Design, a proprietary workflow management program that allows large enterprises to initiate, track, and approve projects.

They will present:

SPEED TO MARKET – from 0 to 100 in 6 short months

After multiple evolutions, strategic shifts, and difficult times, Dallas based hometown discount retailer, Fred’s is on the road to success. Brent and Maria will tell the story of the re-emergence of Fred’s, led by the retailer’s commitment to private brand. They reveal the exciting road to the reinvention, redesign, and relaunch of Fred’s private brand portfolio.

And yes, it all happened in 6 months!


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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.