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photo by steed media service
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Brand Manager, Procter & Gamble
Households around the globe have come to love and enjoy the many
products that Procter & Gamble is responsible for putting on
retailers’ shelves. Whether it’s Crest toothpaste or Duracell
batteries, these products have touched the lives of millions of
Americans. As a brand manager with Procter & Gamble, Eric Higgs is
accountable for creating scaled programs for the company’s ethnic
business ventures, which contributes to their increased presence in
virtually every community.
“Ideally, what you’re trying to
look for is those [products] that a consumer might come in [to a store]
looking for,” says Higgs, who has been with Procter & Gamble for 13
years. “Oftentimes, they’re shopping for multiple ones, so what we’re
trying to do is build awareness that this all fits under the P&G
umbrella.”
Higgg enjoys striving to meet the needs of consumers, so making the
internal transition from engineering to marketing was a natural move
for him.
“I love to touch the lives of consumers in multiple ways, instead of
just making the product. [I enjoy] actually positioning it to them and
building awareness about the benefits,” he shares. “It’s [about]
running the logistics of the project, making sure that it’s going to be
brilliantly executed.”
Higgs and Procter & Gamble recently launched a powerful campaign;
My Black Is Beautiful, whichwas created in-house to give more exposure
to the many Procter & Gamble beauty products available to African
American women.
“We’re making sure that they have products that are going to be for
them, that will meet their unique needs,” he says. “I think that we’re
doing a good job of that.” – jason thompson
