Director of Private Label

Fleet Farm Careers • Appleton, WI

9d

About The Position

Our private label brands play a critical role in differentiating our assortment, strengthening customer loyalty, and driving profitable growth. As we continue to evolve and expand our portfolio, we are seeking a strategic and results-driven Director of Private Label to lead the vision, development, and performance of our private label business. This role is central to how we bring customer-focused products to market, balancing brand integrity, quality, cost, and speed while supporting the company’s long-term merchandising and financial objectives. Your Impact As the Director of Private Label, you will own the end-to-end strategy and execution of our private label portfolio. From defining brand architecture and identifying growth opportunities to overseeing product development, sourcing, and financial performance, you will shape how our private brands compete and win in the marketplace. You will partner closely with Category Management/Merchandising, Marketing, Operations, and Supply Chain to deliver high-quality products that meet customer expectations, strengthen brand equity, and drive sustainable, profitable growth.

Requirements

• Bachelor’s degree in Business, Marketing, Merchandising, or a related field required.
• 7+ years of experience in private label development, brand management, or product management, preferably in retail or consumer goods.
• Proven success leading private label strategies, sourcing initiatives, and portfolio growth.
• Strong financial acumen with experience managing P&L, margins, and performance metrics.
• Excellent analytical, strategic thinking, and problem-solving skills.
• Demonstrated ability to influence cross-functional teams and senior leaders without direct authority.
• Strong understanding of retail dynamics, consumer behavior, and competitive landscapes.
• Proficiency in Microsoft Office Suite.
• Ability to manage multiple initiatives in a fast-paced, deadline-driven environment.
• Exceptional written and verbal communication skills.

Responsibilities

• Lead Private Label Strategy & Growth: Develop and execute long-term private label strategies that achieve sales, margin, and market share goals, including brand architecture, portfolio optimization, and category expansion.
• Own Product Development & Lifecycle Management: Lead the full product lifecycle from concept through launch and ongoing optimization, ensuring products meet customer needs, quality standards, compliance requirements, and brand guidelines.
• Drive Strategic Sourcing & Supplier Partnerships Oversee supplier identification, negotiation, qualification, and ongoing relationship management to ensure quality, cost efficiency, scalability, and reliable delivery.
• Build & Evolve Brand Positioning: Partner with Marketing to support private brand identities through packaging strategies, brand guidelines, and targeted marketing initiatives.
• Own Financial Performance: Manage private label P&L performance, including margin optimization, pricing strategies, cost management, and profitability growth.
• Leverage Market & Consumer Insights: Monitor consumer trends, market dynamics, and competitive activity to identify innovation opportunities, manage risk, and inform strategic decisions.
• Lead Cross-Functional Execution: Influence and align cross-functional teams—including Category Management/Merchandising, Supply Chain, Marketing, Operations, and Visual Merchandising—to ensure seamless execution and accountability.
• Measure, Analyze & Optimize Performance: Analyze sales, inventory, and margin performance; implement data-driven adjustments to assortment, pricing, sourcing, and inventory strategies to maximize results.
• Ensure Compliance & Brand Governance: Ensure all private label products comply with regulatory requirements, quality standards, and internal brand governance guidelines.

Benefits

• Lead a high-impact function that differentiates our brand and drives customer loyalty.
• Shape the future of private label strategy and product innovation.
• Collaborate with senior leaders and cross-functional partners across the organization.
• Make a measurable impact on profitability, brand strength, and customer experience.
• Competitive compensation, comprehensive benefits, and opportunities for professional growth.

What This Job Offers

• Job Type: Full-time
• Career Level: Manager