Alicia Cook
Category Director
Save A Lot
Private Brand Innovator
Developing a private label brand that builds a loyal following with shoppers is the goal for all retailers, and something Alicia Cook, category director with Save A Lot, has been able to achieve.
A 2023 Private Label Hall of Fame Honoree in the Private Brand Innovator category, Cook’s multitude of notable accomplishments include the success of Save A Lot’s J. Higgs salty snack private brand. Cited by colleagues as an example of her commitment to providing shoppers quality products, the J. Higgs line has developed a loyal following and is now a highly recognized brand with Save A Lot’s customers.
Cook said the success she has enjoyed throughout her career is the result of several factors.
“I believe that getting my footing in retail at the store level was a foundation of my success, as it allowed me to be on the front lines and understand the day-to-day operations first-hand,” she said. “Having this fundamental knowledge as I entered a career in the corporate world helped drive many of my decisions along the way and taught me a lot of the basics of business acumen.”
Retail has been in her blood, and family, as she grew up with her father working for Target. At age 16, Cook took her first job in retail and immediately enjoyed the industry’s fast-paced environment and its constant change.
“I take pride in knowing that I have a real impact on the lives of consumers and appreciate that the results of my actions are measurable,” she said. “I enjoy the ever-changing nature of retail and the evolution it demands in order to stay relevant.”
The changing retail environment was never more evident than at the height of the COVID-19 pandemic. But the challenges of the pandemic also brought with it a success story that stands out to Cook. Working to launch a new line of private label chocolates under a tight time frame, Cook recalls she was meeting with Save A Lot’s senior leadership, including the CEO, to provide updates and note the challenges faced. But a few words from the then-CEO made her feel at ease.
“The CEO said, ‘If anyone can do it, Alicia can,’” she recalled. “Receiving that affirmation from our highest-level executive was certainly encouraging and gave me the confidence I needed to deliver the project on time. I successfully launched six new private label SKUs from the initial concept to shelf in 3 months.”
Looking toward the future, her focus is to continue growing as a leader and mentor to her team.
“I am always looking for opportunities to take on new projects that challenge me and fuel my desire for personal growth and look forward to all that is yet to come in my career,” she said.