photo by steed media service

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



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