Retired officer, The Procter & Gamble Company
Executive-in-Residence, Terry College
Through a long and active career, Steve Goodroe (BBA ’71) has lived and worked around the world and has had the opportunity to grow established businesses, develop new businesses, and, more recently, help several startups move from concept to successful businesses.
Goodroe joined The Procter & Gamble Company after graduating from Terry College in 1971 and spent the next 30 years serving in 13 positions of increasing responsibility along the way. Half of his career focused on the US business and half on international or global businesses. He spent 12 years in the US health and beauty care businesses before moving to his first international assignment as head of sales for P&G’s UK business in 1984. Goodroe returned to the US four years later as head of sales for P&G’s US health care business.
When P&G decided to invest heavily in the development of its Asia business in 1990, Goodroe was named head of sales for the Company’s entire business in a region that included China, Japan, India, and Australia/New Zealand. Goodroe and his family moved to Hong Kong where they lived for eight years while Steve played an important role in expanding P&G’s footprint across Asia, increasing annual sales five-fold from $1 billion to $5 billion. Goodroe was named Vice President of Customer Business Development for Asia in 1984, and was involved from day one in the startup of the company’s businesses in Vietnam and Pakistan. He played a significant role in the development of P&G’s China business which today is the company’s second largest market with annual sales of $10 billion.
Goodroe and his family returned to Cincinnati after he was named vice president of global customer marketing in late 1997. In this role which was his final with P&G, he helped the company enhance its relationships with key customers around the world through the development and execution of policies and initiatives that enabled retailers to successfully market P&G’s brands to their shoppers. Steve retired from the company at the end of 2001.
Two years after retiring from P&G, Goodroe was back at it. He led the successful startup of dunnhumby USA, a marketing services company that was a joint venture between The Kroger Company and dunnhumby Ltd. (London), serving as the company’s first CEO. The startup was recognized as the fastest growing company in the greater Cincinnati area with sales of more than $100 million in just its third year of operation. A number of graduates of Terry’s Masters of Marketing Research program were hired by dunnhumby and many of them are still with the company today.
After dunnhumby, Goodroe continued his entrepreneurial spirit as an angel investor in Mu Sigma, a decision sciences organization which today has 140 of the Fortune 500 companies as clients and enjoys a valuation of well over a billion dollars. He still serves as an advisor to Mu Sigma, is an investor and director of DemandFarm, a Bangalore-based startup company, as well as WinView Games, the No. 1 live sports prediction app for NFL, MLB, and NBA games on TV.
Goodroe’s ties to Terry College are deep, having co-taught a marketing strategy course in Terry’s Executive MBA program, served on the Terry Alumni Board for six years, and currently a member of the Emeritus Board. He has served on the advisory board of the Masters of Marketing Research Program and was involved in the startup of the Music Business Program, serving as the chair of the first advisory board. He was recently invited to serve on the advisory board of the UGA Entrepreneurship Program which is university wide but housed within Terry College. Goodroe assumed his role as Executive-in-Residence in 2006.
He is involved in numerous volunteer roles in support of non-profit organizations, serving on the executive committee of the Sigma Chi Foundation board, and playing a key role in helping the Atlanta Mission with their rebranding and development of their marketing and communication initiatives. Along with his wife, Linda, he is actively involved as a donor and volunteer with Children’s Health Care of Atlanta, Children’s Hospital of Colorado, Eagle Ranch, and many others.
Goodroe is a native of Georgia, born in Thomaston and raised in Griffin. He and Linda have two adult children, Kate and John, and split their time between Atlanta and Kiawah Island, S.C.