Asst Director, Private Brands GM, Specialty

Assistant Director, Private Brands

At Hy-Vee our people are our strength. We promise "a helpful smile in every aisle" and those smiles can only come from a workforce that is fully engaged and committed to supporting our customers and each other.

Job Title: Assistant Director, Private Brands

Department: Private Brands

Pay Type: Salary

Revision Date: June 2025

General Function:

The Assistant Director of Private Brands is responsible for driving growth, innovation, and strategic planning across private brand categories. This role partners closely with suppliers, procurement teams, and internal stakeholders to expand private brand penetration through new item development, market analysis, and category leadership. The Assistant Director helps identify opportunities for growth by analyzing gaps to market and aligning on strategic plans that drive long-term business results.

Reporting Relationships:

Accountable and Reports to: Director, Private Brands Procurement

Direct Reports: Private Brands Coordinators

Primary Responsibilities:

• Leads the development and execution of category-level strategic plans to grow private brand performance and penetration.
• Identifies opportunities for growth through market gap analysis and performance benchmarking; aligns with internal stakeholders on strategic initiatives.
• Tracks, analyzes, and reports on sales trends, category performance, and competitive activity.
• Meets regularly with suppliers to foster strong partnerships and stay informed on market trends, innovation pipelines, and industry opportunities.
• Oversees the innovation pipeline by identifying, developing, and launching new private brand products across assigned portfolios.
• Facilitates new item set-up, item reviews, and lifecycle management in partnership with internal teams.
• Collaborates with Category Managers, Merchandising, and Marketing teams to build and execute joint business plans, promotional strategies, and marketing campaigns.
• Leads business reviews and performance discussions with suppliers to drive accountability and category improvement.
• Supports pricing strategies and margin enhancement efforts through supplier negotiations and category planning.
• Participates in regular category reviews and contributes to the refinement of overall category strategies.
• Maintains a strong working knowledge of retail trends, shopper behavior, and innovation in the grocery/CPG industry.

Private Brand Categories:

Grocery: The Grocery category includes shelf-stable food and beverage items such as canned goods, dry pasta, baking ingredients, snacks, and beverages. This category represents the core of private brand offerings and emphasizes consistent quality, everyday value, and broad customer appeal.

HBC (Health & Beauty Care): The HBC category encompasses personal care, wellness, and over-the-counter health products. This includes items such as vitamins, skincare, hair care, oral hygiene, and first aid. Private brands in this space focus on delivering trusted, affordable alternatives to national brands while meeting evolving consumer health and wellness preferences.

GM, Specialty (General Merchandise & Specialty): This diverse category covers non-food products including household goods, seasonal items, pet care, kitchenware, and specialty or novelty products. It offers innovation and flexibility in product assortment, with a focus on quality, trend responsiveness, and value for customers seeking unique or practical everyday solutions.

Perishables: The Perishables category includes fresh, refrigerated, and frozen products such as produce, meat, dairy, deli, bakery, and prepared foods. This category demands a strong focus on food safety, quality, and freshness, and plays a critical role in customer perception and loyalty to private brands.

Education and Experience:

• Bachelor's degree preferred
• 7-10 years of experience in merchandising, retail strategy, or brand management.
• Strong background in supplier relations, innovation pipelines, and merchandising.

Physical Requirements:

Must be physically able to perform sedentary office work, including occasional travel to supplier or retail locations.

Knowledge, Skills, Abilities and Worker Characteristics:

• Excellent written and verbal communication skills required.
• Commitment to the Hy-Vee Mission and a willingness to promote the values of the company.
• Strong interpersonal skills. An ability to relate to and interact with other people in a friendly, professional manner.
• Ability to identify problems, develop and execute solutions.

Working Conditions:

• Fast-paced, deadline-driven office environment with occasional travel.
• Regular cross-functional collaboration with senior leadership, vendors, and field teams.

Financial Responsibility: None.

Confidentiality:

• Maintains confidentiality of product innovation plans, vendor agreements, and strategic roadmaps.

Are you ready to smile, apply today.