Patricia Bailey is the founder of the PBailey Group, a strategic planning business group where she manages product development, channel marketing, and promotion planning. She is a graduate of Chicago State University and Northeastern Illinois University. Prior to starting her company in 2003, Bailey was an executive for seven years at Pro-Line International. Rolling out spoke with Bailey at the 2019 Black Enterprise Conference.
What are you doing at Murray’s?
I have the pleasure of being a marketing sales consultant for Murray’s Worldwide Inc. company, [where] we have a myriad of brands. In terms of Walmart, we have the Murray’s can with its iconic representations, the Orange Candy. Most people know that if you want a 360 wave, that’s what it’s going to take. There’s also ISOPLUS. All these major brands are part of the Walmart portfolio, which is why we were invited to be a part of this experience.
Tell me about the new ISOPLUS campaign?
I think it’s always important to reinvigorate a brand, but in particular, ISOPLUS is such a large brand within the Walmart portfolio in terms of overall distribution. Walmart is so community-centric that it’s an opportunity for us to now go back out into the community and talk about the brand through a new lens.
So we created a campaign called ISOPLUS My Best Defense because of the way women, live, work, and play. [We thought] what’s our best defense in life, is it your boo, is it your family, is it how you work? [We want women] to talk to us about what is their best defense. We care about the whole person and having the ISOPLUS My Best Defense campaign lets us talk about what their home life is like, first, before we can ever be a part of their lives.
What advice do you have for young people entering the workforce?
I’ve had the pleasure of being involved in haircare for over 40 years. And by nature you understand that 40 years, means stick and stay. Do the time and know that it may not be easy to be patient as you go through the range of changes. Look forward to the change. There actually is no opportunity without opposition. So you need to be prepared to take the good and the bad. In my instance, I’ve actually had the pleasure of working on a myriad of brand portfolios in my lifetime. In each case, there are a couple of things that I had to remember outside of stick and stay. Outside of opportunity and opposition, it was also about managing change. I expect change and I expect the change from the consumer. So don’t be impatient, be in it for the long game. It’ll be worthwhile in the end.