Mike Troup

Identify unmet consumer needs through research for growth opportunities, create and manage new product commercialization, and build 5-year strategy for Arm & Hammer Home Care brands

Coordinate strategic brand plan, in partnership with Consumer Insights and Global New Product development teams • Piloted complex OxiClean personalization program focused on customized eCRM communication tailored to consumers’ specific interests, increasing average e-mail open rate by over 50% • Launched the first OxiClean podcast program, with host-read spots over 20 different shows; reads directed consumers to a branded microsite that allows for sampling, couponing, and 2-way communication • Collaborated with creative agency to shoot digital content highlighting emotive consumer stories for multiple OxiClean product lines, driving best-in-class (top 25%) Brand Favorability lift on YouTube • Analyzed Nielsen consumption data to make optimized assortment recommendations at key retailers

Responsible for Trojan Condoms P&L, brand strategy, and agency coordination for digital programs • Led all elements of first Trojan Condoms packaging redesign in 10 years to improve consumer perceptions of brand appeal while maintaining key Trojan equities of trust, quality, and strength • Assisted in strategy development and total brand repositioning that led to the Trojan Man campaign launch, which returned Trojan Condoms to Dollar Share growth for the first time in 10 quarters • Spearheaded successful branded PR campaign for Pride month focused on male body positivity, winning a 2019 Shorty Award for best campaign in “Fitness, Health, & Wellness” category

Managed Trojan Condoms production and sales forecasts, Nielsen consumption analysis, assortment recommendations, and Trojan social accounts • Developed a disruptive 2018 March Madness program that was the largest organic Trojan campaign to date (16MM+ impressions); this evolved into an omnichannel $500M paid media program the following year • Improved financial forecasting process through partnership with Trade Marketing and Demand Planning cross-functional teams to be considered “Best-in-Class” across Church & Dwight brands

• Produced and co-hosted bi-weekly podcast that delves into sports and entertainment • Reached #52 ranking on the iTunes "New and Noteworthy" pro sports podcasts

• Strategic Business Unit: Sexual Health • Brand: Trojan™

• Responsible for all business lines within Greater Philadelphia Area territory (IT/Cloud Services, Electronic Content/Document Management, Imaging/Printing Devices) • Achieved 174% of annual revenue quota in 2015 • Increased monthly new business revenue in territory by 207% in 2015 • Authored new “Statement of Work” document for sales process improvement, increasing average deal size by 21% • Negotiated transactions ranging from $5,000 - $250,000+ • Created target campaigns with Executive Marketing Team in effort to increase inbound sales leads

• Led 50 person sales force in efforts to maximize software sales and strategically rebrand COS as a “solutions company” • Increased company’s monthly software solutions revenue by 124% in 2013 • Orchestrated daily, client-facing demonstrations on all Xerox technology and software solutions • Developed and administered internal, company-wide trainings pertaining to software sales/marketing growth strategies • Served as project management lead for implementation of software solutions after completion of sale

• Responsible for all business lines within territory including Xerox hardware/software solutions and IT services • #4 ranked sales rep (out of 47) for overall revenue performance in 2012 • Grew total annual revenue in territory by 61% in 2012 • Increased annual new business in territory by 18% in 2012 • Served on COS Leadership Team to analyze and execute company growth and brand strategies • Negotiated transactions ranging from $5,000 - $100,000+ • Supervised two Account Executives

• Created “Squirrel Squad” brand to support Haverford Athletics by designing, marketing, and selling logo merchandise (gross receipts ~$20,000) • Commissioned by Student-Athlete Advisory Committee for consultation to increase attendance at NCAA events • Promoted brand through targeted social media campaigns (Facebook/Twitter/Podcast) • Led volunteers to work at LEAPS clinic, a non-profit mentor program for disadvantaged children in Philadelphia area • Donated portion of revenue to LEAPS clinic to buy new lacrosse goals and equipment for recreational activities

• Fiscal management of $40,000 operating budget for end of the year event • Interviewed, selected, and managed a team of 20 students • Negotiated and executed contractual arrangements for music, food, and entertainment • Coordinated all safety and security provisions with college and municipal government offices • Marketed and sold merchandise to expand existing budget (gross receipts ~$15,000)