How did you get started in a career in private label?

I started my career at Topco during the pandemic. Like many in 2020, I was going through a period of transition and spent several months looking for my next opportunity. I joined the Topco team in October 2020 and haven’t looked back. I came from the newspaper industry—spending 15 years as an editor and later as a marketing and events manager—and have fallen in love with the grocery industry. I have learned so much during my time with Topco and that’s one of the reasons why I have enjoyed my new career in this space. We have an incredible lineup of Own Brands doing extraordinary things and I love being part of the team who helps to communicate that both internally and externally.

 

As a communications leader at Topco, describe some of the biggest challenges in connecting with customers and how you’re facing those.

We live in a world of information overload, so the challenge is finding the most effective ways to connect with shoppers and cut through the noise. Your message needs to be clear, concise, and focused—with a call to action that’s immediately obvious. Think about how many emails you receive in a day; standing out requires knowing what your audience needs to hear, clearly communicating your point of view, and making it easy for them to know what to do next. Time is precious, so the goal is to make every interaction meaningful and actionable, helping customers see the value and results quickly.

 

How do you think private label brands can compete with national brands in gaining customer attention especially when budget is a challenge?

Own Brands can compete in more ways than most would think despite any budget challenges. It’s more about finding the right opportunities to connect the brand with its shoppers and at the same time, leverage those opportunities to engage new ones. Our integrated marketing team has done an exceptional job of meeting members’ shoppers where they are when it comes to the marketing partnerships we do. Everything Topco does is rooted in data and insights. For example, we discovered through research that more than 40% of Food Club shoppers listen to pop music so it made sense to begin a partnership with boy band members such as Lance Bass of *NSYNC and AJ McLean of The Backstreet Boys to tap into that feeling of nostalgia with that shopper. If Own Brands can find ways to connect with their shoppers, then they can compete to win against the national brands.

 

How is AI transforming how you work?

Across all industries, one major area in which AI is being utilized centers on message crafting or communication; this is an area where I provide value to the business. So for me, I’ve been finding that balance of utilizing AI to strengthen messaging, enhancing my communication and rounding off any sharp edges while still leveraging my understanding of the situation and the business at large. One area where it has really come in handy is the design element, with formatting and crafting newsletters. In those instances, I use AI as a thought-starter while also having it compliment my work as the initiative unfolds. When it comes to communication, identifying ways to use AI as a support tool is essential in the way that I work, without sacrificing the knowledge, experience and expertise that I provide the business.

 

What projects have been the highlight of your career so far?

• • I have been fortunate to have worked on so many unique projects. I’m proud of developing our media relations strategy and working with our teams on external messaging and press releases to inform a variety of audiences – from members and shoppers to industry leaders and more. Promoting Food Club’s Boy Band Bake-Off with Lance Bass of *NSYNC and AJ McLean of The Backstreet Boys was a rewarding moment as I grew up listening to both of those bands. Watching that release get picked up in a variety of industry publications was truly memorable.
  • I am also extremely pleased with the launch of our One Topco Communications Approach and that we’ve been able to implement a consistent, cohesive and strategic approach to Topco’s external messaging. We’ve monitored the results of these changes and seen improved engagement experiencing consistent growth. We’ve also applied that strategy to the category and item level with several category teams, which has yielded impactful results.
  • Another career highlight was in 2025 when I had the opportunity to represent the membership’s Crav’n Flavor brand on Nashville morning television for their Let Freedom Sing! Nashville’s Fourth of July Celebration. Crav’n Flavor has sponsored the fireworks and drone show for the past two years. I enjoyed engaging with the on-air reporters in several back-to-back interviews on a very empty Broadway Street at 5 a.m. that would later be filled with hundreds of thousands of people.
  • Additionally, I lead our employee engagement group – Associate Council of Topco (ACT). We have grown this group from about a dozen associates to more than 70 across all offices at Topco. ACT offers associates an opportunity to become engaged within the company while supporting the organization’s Core Values.  It’s been rewarding to have a positive impact on the culture here at Topco and it’s also allowed me to build relationships across the business.

 

Who has been a mentor for you at work and how did they impact/change the way you work?

If there’s one thing I’ve said since Day 1 at Topco, it’s that I have the privilege of working alongside some of the kindest and most talented people. Several individuals have made a meaningful impact on my career and served as mentors along the way, but one person who stands out is Executive Vice President Danell O’Neill. She challenges you in the best possible ways because she knows you’re capable of going just a little bit further. She inspires you to be the best version of yourself and to produce work at the highest level—work she knows you are capable of delivering. Her perspective is always thoughtful, insightful, and impactful. It’s remarkable what you can accomplish when you have a leader like Danell in your corner.

 

What did getting the Top Women in Storebrands award last year mean to you?

Being recognized for my contributions in this industry was especially meaningful. It provided a sense of validation that my efforts and transition were making an impact. I was also honored alongside an incredible group of women, which made the recognition even more significant. Thank you once again to the Topco team for nominating me and for WISE and Store Brands for selecting me as the 2025 Emerging Leader!