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Philip T. Trotman Partner, Business Strategy and Planning Phil joined Diadem Partners in December, 2014 to broaden the firm’s business strategy capabilities and its commercial operating knowhow. Phil worked for Colgate-Palmolive for 15 years in various marketing leadership positions, in US, Latin American, and global roles. Phil is known as a disciplined strategic thinker with an outsized drive to uncover the true levers of success of a business. He effectively balances the tools of structured analysis, with a hard-earned respect for the complexity of consumer behavior, market dynamics, and organizational realities, in order to find the real line through the data. Phil chose to join Diadem because the marketing world has been upended since first joining Colgate-Palmolive. The linear formula of product + brand + message + creative + media = sales & brand equity growth has broken down for all but the largest spenders. Diadem has a way through this wreckage, by building strategies grounded in the primacy of the customer. Relational Marketing® creates or restores the brand connection with customers, and then provides the blueprint for cultivating the relationship. Phil brings the following relevant experience to Diadem: Business Strategy • As Regional Marketing Director for Colgate-Palmolive’s Caribbean Subsidiary, Phil led a cross-functional, strategic planning task force to define the roadmap for the future. The team first analyzed and mapped the growth potential of each category and market, concluding that the region had significant and unique sources of future revenue. Phil then led the development of a recommendation on how to structure the organization – P&L, advertising investment, people, and process – to meet the needs of the roadmap. The recommendation gained corporate approval and resulted in a merger with the Dominican Republic subsidiary. Overheads were reduced by 10%, enabling a 33% increase in advertising investment. • As Marketing Director for Colgate-Palmolive’s US$700mm US Toothpaste business, Phil brought his skills of context, synthesis and strategy-development to the task of leading the annual strategic planning process. He led the team that studied consumer trends, market sales data, and cutting edge primary research results to create a rolling five year plan with strategies and key initiatives. The plan was presented annually for approval to the CEO. • After leaving Colgate-Palmolive, Phil worked for a year as a business strategist advising Sterling Brands, a leading brand consultancy that provides top CPG firms 05-dia6001-DIADEM PARTNERS_Senior-Team-Bios_03.docx 6 with brand strategy, innovation and design services. He analyzed the scope of the firm in the context of the evolving market for brand consulting and developed detailed market entry strategies to achieve the firm’s 2020 financial objectives. Brand Strategy • Phil has a deep background in brand-building, having led Colgate-Palmolive’s largest and fastest growing brands, at various levels of the organization. He has led brand positioning projects for Colgate’s US toothpaste business, first for its flagship brand Colgate Total, and later for the overall equity. He was responsible for the global brand strategy of Protex cleansing business, Colgate-Palmolive’s fastest growing equity. He also has a detailed knowledge of how to bring strategy to life through advertising having overseen the implementation of over 30 creative campaigns. • Phil also has extensive experience in other key areas of brand strategy, including innovation, portfolio architecture, and pricing. Commercial Implementation • Throughout his career, Phil has been a marketing operator, with P&L responsibility, in the fast-moving consumer goods environment. The power and sophistication of retailers has demanded that marketing provide ongoing direction and support to sales activities. Shopper Marketing evolved as the key strategic discipline to align the goals of the company with its key customers. Phil is an expert in the analysis of shopper insights and the development of campaigns to influence shopper behavior that also meet the strategic needs of retailers. • As Regional Marketing Director for Colgate Palmolive's Caribbean Region based in San Juan PR, Phil was tasked with overseeing all commercial execution for the $130mm subsidiary. Phil led a redesign of the commercial process to better integrate planning and execution across sales, marketing, finance and customer service / logistics. The new process led to smarter, faster decision-making and helped deliver seven straight quarters of exceeding budgeted sales goals. • As Marketing Director of US Toothpaste for Colgate Palmolive, Phil led the sales planning process, allocating revenue targets and co-developing account plans with customized promotional activities. He led the presentations for the key strategic reviews with top clients such as Walmart, Target, CVS, and Costco. Phil has an MBA from Columbia University, where he gained perspective from leading professors in strategy, marketing and finance. He graduated with a B.A. in Political Science from Yale University. 05-dia6001-DIADEM PARTNERS_Senior-Team-Bios_03.docx 7