Danelle Jackson-Howard
Danelle Jackson-Howard is the CEO and Founder of Brand Innovation Labs, where she leverages over 15 years of retail and merchandising expertise to help emerging brands successfully navigate the mass retail landscape. A former Walmart executive, Danelle’s career spans product development, sourcing, and private brand management, with a proven track record of driving multimillion-dollar growth and transforming brand portfolios.
During her tenure at Walmart, Danelle was instrumental in enhancing the supplier matrix, contributing $35 million to ETS value unlock, and establishing exclusivity agreements within the wheeled goods assortment. She also revitalized key private brands, including Ozark Trail, and pioneered the launch of Ozark Trail bikes. Her leadership extended into multicultural hair care initiatives, where she spearheaded a major store layout reorganization to create a more inclusive and frictionless shopping experience.
Danelle’s passion lies in bridging the gap between small brands and big-box retail. At Brand Innovation Labs, she offers end-to-end guidance — from concept development to market launch — empowering entrepreneurs to scale their businesses with strategic insights and actionable retail solutions.
With a background in interior design and a deep understanding of consumer trends, Danelle combines creativity and operational excellence to deliver innovative solutions that resonate with today’s diverse market. She remains committed to helping brands grow, evolve, and make meaningful connections with their customers.
• University of Arkansas - BA
What do you attribute your success to?
I attribute my success to having an incredibly supportive husband and a strong network of people who have always encouraged me. My experience at Walmart taught me invaluable skills that continue to shape how I approach my work today. Coming from a background in interior design, I was fortunate to have my mother’s support as I pursued my passion for design. Now, I’m thrilled about my new ventures and the opportunity to help small businesses grow and thrive.
What advice would you give to young women entering your industry?
My advice to young women entering entrepreneurship is to start by cultivating a clear vision for what you want to achieve, but remain open to structured environments and evolving career paths. Seek out a strong mentor who will not only guide you but also hold you accountable, and don’t shy away from constructive criticism — it’s one of the best ways to grow. Understand that not everyone will agree with or support your path, and that’s okay. The key is to stay resilient, embrace challenges, and be willing to make changes when necessary to keep moving forward.
What values are most important to you in your work and personal life?
My values are deeply rooted in community service and creating opportunities for others. I’ve been fortunate to be involved in several charitable initiatives, including supporting the Northwest Arkansas Children’s Shelter and participating in Northwest Arkansas Fashion Week, where we provided sewing classes to the Marshallese community. I’ve also supported Kiss the Pig, a campaign focused on raising awareness and funds for diabetes research, and I’m involved with Jack and Jill of America, a historically Black organization that invests in the futures of children. Giving back has always been important to me; I believe in uplifting underserved communities and using my professional success to create meaningful social impact.
Locations
Brand Innovation Labs
Bentonville, AR 72713