Director Brands
Performance Food Group
We Deliver the Goods:- Competitive pay and benefits, including Day 1 Health & Wellness Benefits, Employee Stock Purchase Plan, 401K Employer Matching, Education Assistance, Paid Time Off, and much more
- Growth opportunities performing essential work to support America’s food distribution system
- Safe and inclusive working environment, including culture of rewards, recognition, and respect
The Director of Brands is responsible for the strategic leadership, growth, profitability, and market positioning of AFFLINK's portfolio of private label brands and designated Preferred Supplier programs. Reporting to the SVP of Business Development, this role serves as the business owner of AFFLINK's brand portfolio. It is accountable for developing and executing strategies that increase member adoption, strengthen competitive differentiation, optimize financial performance, and deliver long-term value to AFFLINK members and supplier partners through a direct and redistribution model.
The Director of Brands leads the development, pricing, promotion, supplier alignment, and lifecycle management of all AFFLINK private label products across product categories. This position directly negotiates supplier agreements, rebate structures, pricing programs, and strategic partnerships while overseeing contract deviations, bid support, margin management, and portfolio profitability.
Success in this role requires a unique blend of sales leadership, supplier management, procurement expertise, pricing strategy, product development, and organizational leadership. The Director of Brands partners closely with Sales, Membership Development, Marketing, Finance, Operations, Preferred Suppliers, Manufacturers, AFFLINK Members and the AFFLINK Redistribution platform to build a world-class brand portfolio that drives sustainable growth and strengthens member competitiveness.
Leadership/Supervisory Responsibilities:
- Provide strategic direction and leadership for the Brands organization.
- Recruit, develop, coach, and lead a high-performing team focused on brand growth, pricing, supplier management, customer support, and portfolio development.
- Foster a culture of accountability, collaboration, innovation, and member-focused service.
- Lead cross-functional initiatives involving Sales, Marketing, Finance, Operations, Supplier Partners, and Member stakeholders.
- Establish annual operating plans, goals, performance metrics, and development objectives for the department.
- Oversee product lifecycle management, portfolio optimization, and new product development initiatives.
- Ensure the AFFLINK brand promise is consistently delivered through product quality, supplier performance, service levels, and member experience.
- Present strategic plans, business reviews, growth initiatives, and performance updates to executive leadership
Sales Leadership
- Develop and execute strategies, in collaboration with Sales and Marketing, that increase sales, market penetration, and member adoption of AFFLINK private label brands.
- Establish and communicate compelling value propositions that position AFFLINK brands as preferred solutions for members and their customers.
- Partner closely with Membership Development, National Accounts, Segment Leadership, the AFFLINK Redistribution team and Member organizations to drive profitable growth.
- Support strategic bid opportunities, contract pricing requests, and member sales initiatives.
- Analyze market trends, customer needs, competitive activity, and member feedback to identify growth opportunities.
- Collaborate with Marketing and Sales teams to develop programs that increase brand awareness and market share.
- Monitor portfolio performance and implement action plans to achieve revenue and profitability objectives.