SpartanNash names new marketing exec for private brands

Jason Ulichnie brings decades of store brand experience from Walmart, Schnuck Markets and Southeastern Grocers to the company.

What happened

SpartanNash announced Monday it has hired Jason Ulichnie as vice president of OwnBrands Marketing.

Ulichnie will oversee the end-to-end portfolio management, product development and brand equity of SpartanNash’s private brands. He will also manage product innovation, pricing and promotions, and forecasting and sourcing.

Why it matters

Ulichnie brings around 20 years of retail and restaurant experience to SpartanNash as the grocery company prepares for C&S Wholesale Grocers to acquire it.

Ulichnie arrives at a time when SpartanNash is making progress on ramping up its private brands.

Ulichnie’s prior private brand experience includes top roles at Walmart, Schnuck Markets and Southeastern Grocers. He most recently served as vice president of own brands at Schnucks for six years and, before that, held the same role at Southeastern Grocers for nearly three years, according to his LinkedIn profile.

This news brief is based on reporting published by Grocery Dive on 2025-08-12. The original report is linked below.