Channel map
Private label
A manufacturer or formulator selling capability, not a consumer brand.
01
Who actually controls the yes
Aim at the seat, not the seniority. The most senior person is rarely the decision.
Private brand sourcing manager
Who gets to quote a programme.
Private brand category director
Programme strategy and supplier selection.
Quality and compliance
Audits and certifications. Gates everything.
Packaging development
Retailer-owned design and spec.
02
The way in
- 01Decide what you are selling: your brand, capacity, or formulation.
- 02Lead with cost, capacity and audit status, not brand story.
- 03Work PLMA. It is the channel’s actual meeting place.
- 04Have certifications current before the first conversation.
03
Firms that cover this channel
Brokers exist to be found by brands. These are the ones who work this channel.
Private Brands Sales & Marketing
Private brand programmes.
- Jason Gucwa
04
Rooms you cannot walk into
These are invitation-led by design. Knowing they exist is why cold outreach reads badly.
- PLMA Annual Meeting and Leadership Conference
- PLMA executive committee and board
- Retailer private-brand sourcing meetings
- Manufacturer and broker planning meetings
05
Where you can actually show up
06
Featured buyers and category leadership
Context only. Verify the current role before acting. A name here is not an introduction, endorsement or submission target.
- Mark CheneyPLMA chair
- Scott MorrisWalmart private brands
- Jason GucwaPrivate Brands Sales & Marketing
Knowing the map is not the same as being ready.
Ask Shelf Help to read your brand against this channel. It tells you which gaps would fail a review here, in the order they cost you.
Get your readTitles verified August 2026. Retail roles move often, so confirm before you act. Nothing here implies access, endorsement, or influence. All channels