Lowes Foods: Brand Manager – Private Brands


The Brand Manager – Private Brands is responsible for driving brand differentiation, private brand penetration, and guest loyalty through continuous innovation and solid growth strategies for our portfolio of private brands. 


  1. Develop private brand offering and increase sales and penetration through package design, product assortment and positioning, and marketing plans.
  2. Lead monthly and annual planning across marketing and merchandising teams with solid and strategic initiative direction.
  3. Lead creative development and package design process for each private brand product line, in partnership with design agencies, suppliers, and merchandising team. Ensure adherence to brand standards and reintroduction timelines.
  4. Work collaboratively with merchandising team to develop category assortment and positioning plans to increase private brand penetration. Guide merchants in following brand strategy and guidelines.
  5. Partner with marketing and merchandising teams to develop promotional plans to drive sales and increase private brand penetration by leveraging multiple marketing channels to include print, digital, social, shopper marketing partnerships, in-store sampling, and grassroots activities.
  6. Manage agency design costs to budget.
  7. Monitor and analyze results of each brand initiative. Adjust plans for continuous improvement.


The ideal candidate will possess a Bachelor’s Degree plus 7-10 years of progressive, increasing experience. Strong project management skills. Experience with graphic design and brand standards. Strong communication skills and ability to influence across functions. Proactive with the ability to identify and seek needed information. Ability to think strategically around brand positioning and category management. Strong proficiency in Excel, PowerPoint, and Word.


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By Published On: May 31st, 2022Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.

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