Phil Roos


Phil is an expert on innovation and branding, a successful entrepreneur, and a consultant to a wide range of for-profit and non-profit organizations. Currently, he is CEO of Rooster Works LLC, an organization focused on promoting economic revitalization, environmental sustainability, and health and wellness for Michigan and the Great Lakes region. Formerly, he was the Managing Director of GfK Strategic Innovation, the practice area formed by the acquisition of Arbor Strategy Group (ASG) by GfK Group, a leading global marketing research and consulting firm. Phil founded ASG in 1998, creating a consultancy with recognized expertise in strategic brand innovation and a model for predicting and developing tomorrow’s successful innovation. Prior to ASG, Phil was Chief Marketing Officer for Frank’s Nursery & Crafts (a leading lawn and garden retailer), Senior VP Marketing for Little Caesars Pizza, President of Delicious/Frookie snack company, and Managing Director of Marketing Corporation of America’s consumer industry consulting practice. Phil started his career in brand management with the Quaker Oats Company. Phil currently serves on a variety of boards, including the Michigan Environmental Council, Arbor Research Collaborative for Health, and CTI Industries (a publicly-traded company) – as well as in advisory capacities for a variety of other organizations. He is on the advisory board of the Michigan League of Conservation Voters and the Conservation Voters of Michigan Political Action Committee.

Phil earned a BBA from the University of Michigan and a MBA from Harvard. He is also a Certified Public Accountant.