Portfolio strategy and commercial growth

Know your customer. Position to win. Grow with margin.

I help product companies segment their customers, position their products, price with confidence and launch with discipline. Twenty-plus years leading global consumer and industrial brands at 3M, including Meguiar's and Filtrete.

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20+ yearsCommercial and portfolio leadership
GlobalMultinational product portfolios
Full P&LOwnership, not just advice

About

Portrait of Drew Hoopes
Drew HoopesPrincipal, PositionLab LLC

A commercial leader who has run large global portfolios of industrial, commercial, consumer and healthcare products.

Most recently I was Senior Global Portfolio Director for 3M's Auto Care business, home of Meguiar's, where refined customer segmentation and product positioning helped us outperform the market and deliver significant margin expansion.

Before that I turned around Safety & Home Improvement, drove major revenue growth at Filtrete, ran division-wide strategic planning, and led corporate strategy and business development. Clients get a clear read on who their customers are, where the profit is, and how to execute.

Capabilities

Where I bring the deepest experience

Core expertise

Customer Segmentation & Product Positioning

Know exactly who you're winning and why they choose you.

  • Needs-based customer segmentation
  • Value proposition development
  • Product and brand positioning
  • Positioning frameworks that scale across a portfolio

Built brand positioning frameworks adopted across 3M Oral Care, and used segmentation to drive above-market growth at Meguiar's.

Portfolio Strategy & Growth

Decide where to play and how to win.

  • Portfolio focus and resource allocation
  • Category growth strategy
  • Channel expansion
  • Marketing plan design

Pricing, Margin & Simplification

Find the profit hidden in pricing, mix and complexity.

  • Pricing strategy and mix improvement
  • SKU rationalization
  • Brand harmonization
  • Cost optimization and turnarounds

Launch & Global Commercialization

Get products to market on time and on target.

  • Cross-functional launch leadership
  • Go-to-market design
  • Retail and channel strategy
  • Supply and capacity planning

Strategic Planning & Corporate Development

A planning process people use, and the right partners.

  • Strategic planning design and facilitation
  • Growth playbooks by geography
  • Partnerships and M&A
  • Technology collaborations

Approach

How an engagement works

01

Assess

Understand the business, the category, your customers and the forces shaping your market.

02

Focus

Find where the profit really is and the few moves that will change the trajectory.

03

Plan

Turn priorities into a strategy with segmentation, positioning, pricing and launch decisions made.

04

Deliver

Lead or support execution with clear owners, milestones and KPIs.

Ways to work together

Projects

A defined question with a clear deliverable, such as a segmentation study or pricing review.

Fractional & interim

Hands-on leadership of a portfolio, business unit or launch during a transition.

Advisory

A regular sounding board for CEOs, GMs and boards on commercial strategy.

Experience

Two decades of commercial leadership

2022 – 2026

Senior Global Portfolio Director, Auto Care

Above-market growth and significant margin expansion for Meguiar's

3M
2020 – 2022

Global Portfolio Director, Safety & Home Improvement

Portfolio turnaround that beat targets three years running

3M
2018 – 2020

Global Business Unit Manager, Home Environment

Major revenue growth for Filtrete and a "filter-first" repositioning

3M
2016 – 2018

Global Strategy Leader, Home Improvement Division

Division strategic planning recognized as top-tier within 3M

3M
2014 – 2016

Senior Manager, Corporate Strategy & Business Development

Enterprise strategic initiatives and leadership development

3M
2006 – 2014

Marketing & Strategy Roles, Oral Care

Grew brand share from third to first; built positioning frameworks adopted across the business

3M
2005

Senior Financial Analyst Intern

Eli Lilly and Company
2002 – 2004

Business Consultant

Ernst & Young

Expertise

  • Customer segmentation
  • Product positioning
  • Portfolio strategy
  • Pricing and margin
  • Product launch and go-to-market
  • Strategic planning and M&A

Recognition

  • 3M Ascent to Golden Step Award 2024, 2025
  • Global Marketing Excellence Award 2012
  • 1st Place, DuPont Marketing Case Competition 2006

Education

  • MBA Kelley School of Business, Indiana University
  • BS, Business Administration Brigham Young University

Contact

Let's talk about your business.

Ready to grow faster and more profitably? I'd welcome the conversation.

drewhoopes@positionlabllc.com
LinkedIn PositionLab LLC · St. Paul, Minnesota · Working with clients anywhere