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Phil Roos

CEO of Upland

Ann Arbor, Michigan

An expert on organizational strategy, innovation, branding, and entrepreneurship, Phil Roos is a successful entrepreneur and a consultant to a wide range of for-profit and nonprofit organizations. Currently he is CEO of Great Lakes GrowthWorks, an innovation and growth strategy consulting firm that helps both large global organizations and emerging companies to grow and prosper. His work and thought leadership focuses on disruption, innovation and strategy, with a clear purpose: to help organizations and people thrive in a changing world and create a better future. 

Phil was previously CEO of Among Friends Baking Mixes, a healthy baking mix company. Prior to that, he was managing director of GfK Strategic Innovation, formed by the acquisition of Arbor Strategy Group (founded by Phil in 1998) by GfK Group, a leading global marketing research and consulting firm. Phil also held previous positions as chief marketing officer for Frank’s Nursery & Crafts, senior vice president of marketing for Little Caesars Pizza, president of Delicious/Frookie Co. and managing director of Marketing Corporation of America’s consumer industry consulting practice. Phil started his career in brand management with the Quaker Oats Co. 

In early 2021 Phil was appointed vice chairman of Governor Whitmer’s Council on Climate Solutions. He also serves in a board or leadership capacity with a variety of nonprofits, including the Michigan League of Conservation Voters, National Wildlife Federation, Michigan Wolfpack, Michigan Economic Center and University of Michigan’s Zell-Lurie Commercialization Fund.

Phil earned a bachelor’s degree from the University of Michigan and an MBA from Harvard University. He is also a certified public accountant. In his spare time, Phil is an avid hockey player and recreational cyclist; he also enjoys skiing, music and the outdoors.