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Bri Waldoch held roles at Target and Maurices before landing at Gopuff, where she’s director of private label.
How would you describe your job to someone who doesn’t work in retail? I lead the private label strategy at Gopuff, overseeing product development, sourcing, brand management, and merchandising of our private label brands. My five- and seven-year-old kids just call me the “snack lady” because we try a lot of development samples at home! Essentially, our private label team identifies products customers would love to see under our private brands. We determine the best sizes and flavors, identify supplier partners, negotiate costs, collaborate with our talented creative partners on packaging design, and launch these new items in the Gopuff app and BevMo! stores all with the goal of offering our customers high-quality products at great value every day.
One thing we can’t guess about your job from your LinkedIn profile? One of my favorite aspects of my role is collaborating with an extremely talented cross-functional team, including food scientists, regulatory and food safety professionals, creative designers, and digital merchandisers. This has been a consistent highlight throughout my career. From working with a global sourcing team during my time at Target to now partnering with Gopuff team members across the country, I value the unique perspectives and brilliant ideas that a diverse and collaborative cross-functional team can bring.
What’s your favorite project you’ve worked on? Bringing Basically, Gopuff’s flagship private label brand, to life has been a career highlight. From collaborating with brand strategists and interviewing customers before launching the brand to rolling out hundreds of products over the past few years, the experience has been incredibly rewarding. Reading customers’ positive feedback about their favorite Basically items and watching the brand grow into Gopuff’s top brand is especially gratifying.
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Which emerging retail trend are you most excited about right now, and why? Private label is having a moment, and I am here for it! With…Gopuff private label sales experiencing remarkable year over year growth, it’s clear that customers are increasingly choosing these brands for their high quality and compelling value. I think the surge in popularity of private label brands is driven by continued innovation across the market. Gone are the days of generic store brands—now we see beautifully designed packaging, high-quality products, unique flavors and offerings, and innovative new launches.
What’s your go-to coffee order? Starbucks Oat Milk Lavender Latte.
Worst piece of advice you’ve received? “Stay at a large Fortune 500 company and climb the ladder.” While I really enjoyed my time at larger companies, working for a startup has pushed me to grow and challenged me in countless ways. I’ve become scrappier, more entrepreneurial, more resourceful, and more efficient. I love the speed at which we move, the encouragement to take smart risks, and the ability my team and I have to drive the business forward.
What was your favorite retail product when you were 15, and what’s your favorite retail product now? I’ve always loved discovering new foods, especially snacks and drinks in innovative formats and flavors. When I was 15, I loved 2000s classics like Dunkaroos. Today, some of my favorites include Basically Watermelon Gummies, Tony’s Chocolonely Chocolate Bars, Basically Premium Dill Pickle Popcorn (the best popcorn ever, in my opinion), Raspberry Rose Poppi, and fresh fruit.