2024 Private Label Hall of Fame: Jackie Li of Dollar General
Sixteen leaders from the world of private brands were recently honored as the newest inductees to the Private Label Hall of Fame during a ceremony held during the Private Label Manufacturers Association’s (PLMA) Annual Meeting & Leadership Conference in San Antonio, Tex. Members of the Class of 2024 are a combination of long-time leaders and up-and-coming visionaries who have provided a strong foundation for an industry that continues to see record-setting growth.
RELATED: The complete list of the Private Label Hall of Fame Class of 2024
Created in 2006 to recognize those who have made significant contributions to the growth and development of the global private brand industry, this year’s event featured retail and product supplier honorees in four categories. They include Next Gen Private Label Leader, Private Brand Innovator, Private Brand Champion, and Lifetime Achievement.
Jackie Li
Senior Vice President
Private Brands & Global Sourcing
Dollar General
On a daily basis, Jackie Li is focused on using the various tools at his disposal to create meaningful connections between Dollar General and its customers.
The retailer’s senior vice president for Private Brands & Global Sourcing has a customer-centric approach fueled by a blend of people, processes, innovation, and technology, that has transformed the retailer’s private brand offerings.
Honored as a Private Brand Innovator in the Private Label Hall of Fame’s Class of 2024, LI’s philosophy revolves around understanding and meeting customers' unique and diverse needs. This goes far beyond just providing products; it's about ensuring that each private brand product resonates with customers and offers a genuine solution to their everyday challenges.
"Having a strong team who listen to our customers is a major part of our success with private brands,” he said. “Dollar General’s value proposition is also more important than ever, and we are always looking at new ways to drive value for our customers.”
One of the key pillars of this approach is the 100% satisfaction guarantee offered on most private brand products at Dollar General. This guarantee not only instills confidence in the products but also reflects Jackie's commitment to delivering quality and value in every product.
“We are proud to offer a 100% satisfaction guarantee for most of our private brand products, giving our customers confidence in the products they put in their shopping basket,” Li said.
He is also lauded for his knack for innovation and technology integration, which has further enhanced the retailer’s private brand offerings. By staying ahead of trends and leveraging data-driven insights, Li ensures that each product remains relevant and meets evolving customer preferences.
“The last three years, we have revamped our private brand portfolio in a material way, expanding and elevating Clover Valley to include national brand alternatives, giving our shoppers the innovation and excitement they want at a significant value,” he said. “Additionally, we grew TrueLiving, adding more family care and home goods products.”
Li and his team have also developed and launched multiple new brands including wellness vitamin brand, OhGood!; premium pet food brand, Nature’s Menu; home care brand, Kōze Place; adult incontinence brand, Composure; and sanitary protection brand, Breeze, among others.
“These new brands truly helped us gain market share while offering customers something of equal or greater quality than national brands, but at a price they can afford,” he said. “The private brand team at DG truly lives up to our mission of serving others and helping customers stretch their dollars.”
