P&G associate director of multicultural marketing Tita-Reid resigns

CINCINNATI Procter & Gamble’s associate director of multicultural marketing, Najoh Tita-Reid, is leaving the company, according to published reports.

Reid, who spearheaded the “My Black is Beautiful” initiative at P&G, revealed her plans to leave the company during an industry panel on Wednesday. It is not clear where Reid will land next as she said had initially planned to join another consumer products company but has reconsidered that decision.

The initiative, which began in 2007, was created to serve as the catalyst for a movement that affects positive change in the way African American women are reflected in popular culture.

Results from a P&G/ESSENCE poll had found that 77 percent of African American women are “concerned” about the way they are portrayed in popular media. The vast majority, 71 percent, said they are portrayed “worse” than other racial groups in the media. Sixty-nine percent of respondents said that teens are negatively influenced by those images, according to P&G.

The integrated, multi-brand initiative was supported by Pantene Pro-V Relaxed & Natural, Cover Girl Queen Collection, Olay Definity, Crest, Secret, Tampax and Always brands and was sustained through brand communications, including public relations, advertising, retail promotions, event marketing and grassroots efforts.