Eric gets paid to talk trash all day. But that's what you'd expect of a marketing manager for Glad® trash bags.
What wouldn't you expect? "When people hear I'm a marketing manager, they think: advertising, packaging graphics, promotions and PR campaigns. My job is that and a lot more. My Brand team is creative, but we're also critical, strategic business thinkers. Marketing decisions are data-driven. I partner with sales, finance, product supply, and every function you can think of to successfully market our brand and drive business growth."
Here's another surprise: to better understand consumer behavior-and what drives buying decisions, "We pay consumers to let us examine their trash! We hire researchers to go in and weigh the garbage and separate the paper from food waste and recyclables."
Why? "To track usage and behavior trends. The better we understand our consumer the easier it is to market to them and develop new innovations that are so useful it makes them think: 'Wow — they're psychic.'"
Any myths he'd like to throw in the recycle bin? "People think trash is dull, but my job couldn't be more exciting. Every day I collaborate with people who have a passion to win — and sustain our lead as a number-one brand. Brand is all about growth so I'm never bored."
Eric, Marketing Manager - Glad® trash bags
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