Phil Roos
President & CEOAs a seasoned line manager, consultant and recognized authority on innovation, Phil formed the Arbor Strategy Group (ASG) in 1998. Following several years of exceptional growth, ASG acquired The New Products Showcase and Learning Center in 2001 and formed NewProductWorks (NPW), ASG's on-site, innovation and new product resource center. Phil led the integration of the two organizations, creating a firm that powerfully combines strategic rigor and analytical strength with proprietary product development resources, deep consumer insights and creativity. The result is a consultancy with unique expertise in innovation that helps clients find future market space and fill it with winning innovation. Phil's thought-leadership and expertise has resulted in ASG's development of a proven model that identifies the evolutionary innovation patterns and trends that help predict future opportunity paths. Phil has played a key role in the success of strategic and brand marketing for numerous organizations. He began his career in Chicago, as brand manager for Quaker Oats for that company's largest brand, Gatorade. His success at Quaker Oats led Roos to develop The Discovery Group, a strategic marketing/management consulting firm with a client base that included Kraft, Quaker Oats, Schering-Plough, Monsanto, and Helene Curtis. He joined Delicious Cookie/R. W. Frookie, Inc., Des Plaines, Illinois, in 1992 as vice president of marketing. Within two years, Phil was appointed president of this leading marketer of cookies and snack foods. He led a turnaround of the company and pioneered the use of co-branding and licensing as a major growth vehicle and launched successful snack products built around top brands including Betty Crocker, Skippy, Butterfinger, and Chiquita. In 1995, Phil was appointed managing director of Marketing Corporation of America (MCA), Westport, Conn. At MCA he expanded the client base of the consumer goods and services division and worked with Molson, Miller Brewing, and Pepsi-Cola among others. Phil joined Little Caesars Enterprises, Inc., Detroit, Mich., as senior vice president of marketing in 1996. During his tenure with Little Caesar, the company won 11 Clio awards and received the 1997 AAAA John O'Toole Advertiser Award, as well as achieving increased sales in several product lines with his "back-to-basics" marketing strategy for franchisees and the ownership. In 1997 Phil left Little Caesars to join Frank's Nursery & Crafts as chief marketing officer to position the company for sale. Phil has been featured in several publications for his innovative work including The Wall Street Journal, Chicago Tribune, Brandweek, BrandMarketing, Packaging Digest, and Food & Beverage Marketing. He earned a BBA from the University of Michigan and an MBA from Harvard University. He is also a Certified Public Accountant. |
"ASG provides insight grounded in the dynamics of the category and competitive environment which in turn allows them to make recommendations that are innovative and actionable. Their work has helped us better prioritize and position our portfolio as well as define promising new growth platforms into which we can extend our brand."
Division General Manager
Food Products
Division General Manager
Food Products
