Early in her career, she quickly became energized by the fast pace and creativity that define private label product development. At Misfits Market, working on initiatives such as Odds & Ends gave her the opportunity to bring more better-for-you and sustainable products to customers while seeing firsthand how thoughtful product development can shape the consumer experience. “What keeps me passionate is watching the industry rapidly evolve and knowing that, through intentional product development, we can deliver products that customers actively seek out and love.”

As private label continues to evolve, Madeline sees premiumization as one of the most significant forces that will shape the industry over the next five years. In her view, store brands are moving beyond simply offering alternatives to successful national-brand products. Instead, retailers have an opportunity to create brands with distinct identities—built around lifestyle, quality, design, sustainability, and a deeper understanding of the consumer.

“The future belongs to differentiated, lifestyle-driven brands, artisanal quality, and bold packaging design,” she says. “Retailers have a huge opportunity to capture younger generations and convert them into store-brand loyalists by elevating design aesthetic, leaning in on sustainability, and crafting products that feel intentional.”

For younger consumers in particular, the opportunity extends far beyond price. Store brands can become brands shoppers intentionally seek out because they connect with the product, packaging, values, and overall experience.

As Madeline’s career has grown, mentorship has played an important role in shaping the kind of leader she strives to be. Her current manager was instrumental not only in her professional development, but also in introducing her to the store-brand industry in the first place. One of the most important lessons Madeline has carried forward is that effective leadership is rarely one-size-fits-all.

“She taught me the importance of understanding individual working styles and learning how to flex my leadership approach to meet people where they are,” Madeline says.

Watching her manager consistently invest in the development of others has also influenced Madeline’s own approach to leadership. “Her dedication to going above and beyond to develop her team inspired me immensely, and it’s a leadership philosophy I’m passionate about paying forward as I grow in my career and within WISE.”

For young professionals, particularly women, beginning careers in private label or retail, Madeline encourages them to recognize the value of their own perspectives. “Be confident in your voice and flex into your creativity,” she says. Women make up the majority of primary household grocery shoppers, giving women working within the industry a valuable perspective on many of the consumers retailers are trying to reach. Madeline encourages emerging professionals to view that perspective as a strategic advantage.

“Trust your instincts, lean into your insights, and use your distinct point of view to build products and customer experiences that truly resonate.”

Madeline’s commitment to developing others is also what inspired her to deepen her involvement with WISE. After participating in the 2025 WISE Mentor Circle, she experienced firsthand the impact of having a community dedicated to supporting and advancing women within the industry. That experience ultimately motivated her to join the WISE Junior Board of Directors, where she also serves on the Professional Development Committee. “I experienced firsthand how empowering and impactful this community is,” Madeline says. “That experience inspired me to step up and give back.”

Now, she’s looking forward to helping create meaningful development opportunities for the next generation of industry leaders. “I am most excited to contribute to programs that foster both professional and personal growth for emerging leaders, helping build pathways for the next generation of women in our industry.”

Looking ahead, one area of innovation has particularly captured Madeline’s attention: the rise of co-branding and collaborations within private label. These partnerships have become increasingly popular across the national-brand landscape, generating excitement through unexpected pairings, flavors, and products. Madeline sees significant potential for private label to bring that same spirit of collaboration to store brands. “There is a huge, untapped opportunity for retailers to partner with innovative brands to launch cool, exclusive products,” she says.

For retailers, these partnerships can create meaningful differentiation and give shoppers another reason to seek out their store brands. At the same time, they allow innovative brands to reach new audiences while receiving recognition for what they have created.

“It’s a win-win that gives credit to trailblazing brands while offering store-brand customers something unique that they can’t get anywhere else.”

For Madeline, it’s this combination of creativity, consumer insight, mentorship, and constant evolution that makes private label such an exciting place to build a career. And as the industry continues to redefine what store brands can be, she is equally passionate about helping shape what comes next and supporting the next generation of women who will help lead the way.