Serving as vice president of marketing at Anheuser-Busch from 1977-1990, Michael Roarty was highly regarded throughout the nation's advertising community and was a fixture in St. Louis because of his interest in sports and community involvement. He is also credited with the brewery's "Know When to Say When" campaign. A-B's market share went from 22-44% under his guidance, and overall sales more than doubled. Roarty was deeply involved in the brewery's iconic campaigns, overseeing ad development and positioning of the various beer brands. Michael Roarty retired from Anheuser-Busch in 1994 and was inducted into the AAF Hall of Fame.