CV marketing management 2012


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CV - Stephen Cullen

Integrated Digital and Traditional Marketing Specialist available for permanent or contract work UK wide.

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CV marketing management 2012

  1. 1. CV – Stephen CullenContact details:Address: 112 Clifton Road, West clifton Steadings, Livingston, EH530PNE-mail: 360creativemarketing@gmail.comTel: 0785 234 9011Find out more:Career website: www.360creativemarketing.wordpress.comLinkedIn profile: @360createHighlights:Repositioned from search engine to revenue generatorRepositioned the marketing strategy of Stoneridge Electronics Ltd leadingto a doubling of the size of the company over 3 yearsWinning the “Plain English Web Award” for UK’s clearest website whileWebsite Manager at Scottish Borders CouncilDoubled revenue in the VELUX After Sales Department in 18 monthswhile Commercial ManagerPromotion to National Account Executive on the TESCO account forBritvic Soft Drinks Ltd - £26m of businessGlobal launch of Pepsi Max into UK test market (National Retail Foodsector) while Trade Marketing Executive
  2. 2. PERSONAL PROFILE – Stephen CullenA strategic Marketing Consultant from a portfolio background experienced in theprovision of 360º marketing solutions. This includes the end-to-end delivery ofDigital and Traditional promotions, Web Design, Exhibition and EventsManagement, negotiation, Line management, and budgetary control.______________________________________________________________________BRANDS: Market leaders Exova, Scottish Life, Standard Life, Edinburgh SolicitorsProperty Centre, VELUX, Britvic - Pepsi, Pepsi-Max, 7-UP, Tango; Nestle - Crosse &Blackwell, LibbysSKILLS SUMMARY • 360º Consultant with key strengths in the presentation of concepts and proposals to Director, Conference and Senior Buyer level • Classically trained marketer in a Blue chip environment • Able to design and deliver integrated marketing campaigns expressed through lateral proposals, and challenging convention • B2B – Engineers, IFA’s, Employers, Retail Merchants, Multinational Food Chains • B2C – Donors, Pension holders, Property buyers, Council residents, consumers • Extensive BTL experience in traditional marketing • Direct marketing, Brochure development, Telesales training, Exhibitions • Practical skills in Web Design, content strategy development and CMS • Extensive experience in user requirements gathering in both Public and Private sectors • CMS Trainer in Percussion Rythmyx, user in Drupal, WordPress, Episerver, Active Edition, and bespoke CMS solutions • Custodian for Digital “tone of voice” and customer experience • Web Design and Project Management including bespoke provision, re-design, repositioning and maintenance • Provision of Copywriting skills including staff training in CMS and SEO to Scottish Borders Council Web Editors (70 in total) • Project Management in multi-task deadline driven environments • Hands-on provision of SEO, PPC, customer journey, usability testing • Digital and traditional promotions based on the principles of campaign management • Liaison with all Stakeholders including external Agencies, Local Government Heads of Department, business and residents • Line Management and development of up to 6 staff – Direct Sales, Web Manager • National Account Management and negotiation to a senior level • Budget experience to £760,000
  3. 3. EMPLOYMENT HISTORYEXOVA LTD August 2012 – Current(World’s largest dedicated engineering testing Group)Freelance Consultant • Assisting in the development of a new global corporate website replacing 26 national websites • Data gathering in collaboration with Presidents, Regional Vice Presidents, and Senior Management • Provision of content strategy and online copywriting skills • Working in partnership with McCann Digital AgencySCOTTISH LIFE (ROYAL LONDON GROUP) January – July 2012Web Manager (contract) • Responsible for the maintenance of the pensions website • Content strategy review in liaison with Marketing Communications Team • Provided online operational support for the Marketing Department • Provision of new content using “Writing for the Web” techniques • B2B Newsletter development to IFA databaseMERCY CORPS SCOTLAND (Charity) January – July 2011Online Marketing ManagerReason for Leaving: redundancy. (US controlled Website - conversion rate 0.04%) • Developed the Agencies first UK Online Marketing Strategy: acquisition and engagement • Online marketing campaigns – Japanese Tsunami, Sudan, and Afghanistan • Provided alternative digital solutions to address site performance issues • Architect of Social networking strategy ready for implementation: Facebook, Twitter, YouTube, Flickr, Blogging • Daily site update – content writing, image upload, analyticsSTANDARD LIFE PLC, EDINBURGH July 2008 – Dec 2010eCommerce Development Consultant (Customer Services Department)Reason for Leaving: Significant restructuring and redundancy programme (December2010) transferred the ownership of site promotion to the Marketing Department • Designed the Customer Service Departments on and offline promotion campaigns "Getactiveonline" and “Go Paperless” targeting a 3.6m customer
  4. 4. database (B2C) and Company Pension Administrators (B2B) • Delivered the strategic review - purpose and content - to the secure ecommerce Corporate pensions website (B2C) and Employer Group Pensions Zone (B2B)CV- Stephen Cullen (Standard Life Continued) culminating in presentations to Director level and the Head of Marketing Communications • Challenged the “customer delivery” of the existing web service and proposed the repositioning of the site from transaction based to a personalised sales tool providing customer access to all Standard Life Services. • Advocated the concept of cross selling while embracing the principles of web 2.0 within the site structure - challenging the relevance of the IFA. • Created a suite of email options for targeted messaging • Re-designed existing hardcopy material based on the principles of AIDA • Provision of monthly reports on the Digital landscape to Director level • Investigated the business cases for both Mobile browser compatibility and mobile marketing, together with the Development of a web 2.0 strategy • Secondment period: Action on Depression: As part of the Standard Life "Investment in the Community programme" provided hands-on Consultancy services in site re-design, optimisation and re-writing online content.Achievements • Generated debate on site direction and functionality amongst senior management • Assisted in the increased delivery of Site registrations from 11% to 18.8% • "Go Paperless" campaign delivered 432,000 (12%) volume decrease in hard copy statementsEDINBURGH SOLICITORS PROPERTY CENTRE (ESPC)Web Channel Consultant January 2007 – July 2008Reason for leaving: collapse of the property market and impending redundancies (staffnumbers reduced from 145 to 65) and the lack of commitment to the online channel • Successfully advocated the introduction of a new web channel strategy, including site re-design and re-launch as part of the “re-positioning” campaign targeting 2.5m unique annual visitors • Re-positioned the website from functional search tool to ongoing reference before, during, and after house purchase delivering heavier traffic volumes, repeat visits and deeper investigation. Emphasis was now on a customer journey and building relationships in response to new competition and a declining market. • Re-vamped site delivery providing new features and dynamic content improving search engine rankings • Introduced Affiliate marketing through Kelkoo and increased commercial advertising space for incremental sales revenue
  5. 5. • Introduced new database segmentation based on consumer interests for planned eNewsletter campaign including advertising and sponsorship opportunities • Introduced personalised Email marketing campaign using Adestra softwareCV- Stephen Cullen (ESPC Continued) • Regenerating inactive lists • Retention - Higher Subscription levels while minimizing unsubscribes • Provided copywriting skills applying to new dynamic features • Established a Web Channel Consultation Group for requirements gathering consisting of members from Customer Services, Marketing and ITAchievements • Full eMarketing plan and co-ordinated hard copy messaging maintained volume visits during a period of free fall market decline. Source: • Increased client base by 8% through regular communications and improved website delivery • Improved search engine rankings by turning 5,500 dynamic property listings into static HTML pages and re-designing page formats for search engine findability • After site re-launch won the Hitwise Award for the largest volume of traffic to any UK website within the Legal categoryCONTRACT EMPLOYMENT (Feb 2004 - November 2006)CITY OF EDINBURGH COUNCIL November 2006 - December 2006Communications Officer (Contract) • Project managed the introduction of new Communications software into the CouncilSTONERIDGE ELECTRONICS LTD, DUNDEE April 2006 – November 2006Marketing Executive / eCommerce • Provision of both on and off line marketing strategy launching new products into European markets - UK, France, Spain, Italy, Denmark, Sweden • Fully integrated campaign consisting of loyalty and Referral programmes, email marketing, banner advertising, Trade advertising, PR, Telemarketing, Direct Mail, Company Literature, Exhibitions, Events, Direct Sales, Web content update • Managed the introduction of the bespoke transactional website • Introduced product specific promotions measured against ROI calculations • Developed a matching suite of POS material for European distributers • Marketing campaigns in liaison with Arc International Creative Agency • Identification of new product opportunities at European Exhibition level
  6. 6. • Man Management of the Website Manager and 3 Direct Sales staffAchievements • Re-positioned Marketing campaign from awareness based to response driven laying foundations for the doubling of company revenue over a 3 years period (2006 - 2008)SCOTTISH BORDERS COUNCIL April 2005 - April 2006Website Manager (Contract - Maternity cover)Winner of the Plain English Web Award 2005 “for the UKs clearest website”. See • Sole responsibility for the maintenance and development of Scottish Borders Council Website (over 3,500 HTML pages) • Chaired the monthly Web Consultation Group representing all Council Stakeholders • Represented the Council with external Creative and IT Support Agencies • Provided "frequent communications" plan and all online communications targeting local residents • Contributed to the monthly internal communications Bulletin • Championed the business case for an electronic shop selling chargeable Council services, the acceptance of which would have made it the first of its kind in UK local government • Site analysis through Clicktracks Analytics software • Conducted usability testing for site enhancements with the assistance of ITAchievements • From informational to interactive website in 12 months through introduction of online payments and winner of the Plain English Web Award 2005 • Doubled the number of active Council Editors to 70, training staff in the CMS, "Writing for the Web" and SEO techniquesCAPITAL COMMUNICATIONS GROUP LTD Feb 2004 - Nov 2004Marketing Manager (Contract) • Provided consultancy skills during a period of transition and company rebranding • Traditional and Electronic marketing in preparation for the successful company sale • Designed and implemented the internal Staff development programme turning 6 Customer Services Account Handlers into pro-active Sales unitPERMANENT EMPLOYMENTEUROSOURCE (Europe) Ltd (Re-branded Redeem Plc)
  7. 7. Sales & Marketing Manager April 2003 - June 2003Reason for leaving: Redundancy. As a business start-up, on the second week of myemployment Eurosource announced the loss of our main customer who provided 90% ofour business. Redundancy followed in a company re-structure.Key achievement: Negotiated a £48,500 recycling contract with Greentec prior todepartureTHE VELUX COMPANY LTD, Glenrothes, Fife Feb 1997 – April 2003Senior Manager - Commercial Manager (UK & All Ireland) - B2B & B2C • Sole provision of fully integrated Marketing strategy for the VELUX After Sales Service in UK & Ireland - B2B and B2C (traditional and online marketing) • Delivered the successful internal cultural change from Service to commercial profit making centre • Development of database through segmentation personalised messaging and selective cold calling • Designed the bespoke UK website including the introduction of the After Sales electronic shop • Full supporting traditional marketing campaign – bespoke writing and development • Regeneration of the existing DB and execution of Lifetime value programme • Identification of key target areas, cross and up-selling • Extensive direct mailing campaign to both B2B and B2C, brochure development,email marketing, Advertising, Telemarketing, Referral programme, Card Deck offers • Man management and development of 6 staff including onsite supervision of 15 Service Engineers during Exhibitions build-upAchievements • Annual growth of 63% (£1.04m to £1.7m) 2002 against 2001 with £400,000 of outstanding orders.VELUX Marketing Department: Marketing Services Manager (B2B & B2C - 4 years) • Budget responsibility £760,000 including £340,000 for full Exhibitions programme • Completed successful launch programme of the new generation of VELUX roof windows in both GB and Ireland – over 1,000 products • Extensive New Product Development programmes • Supported the "Bringing Light to Life" awareness campaign through extensive ATL and BTL activityMACLAY & CO. LTD, ALLOA June 1994 – Feb 1997National Account & Export Manager • National Account Manager for Grocery Multiple Accounts ASDA, Tesco,
  8. 8. Sainsbury, Safeway, Co-ops, Botterills • Initiated MacLays first exporting opportunities in the US, Canada, Hong Kong, France, Spain with the assistance of Scottish EnterpriseBRITVIC SOFT DRINKS LTD, Chelmsford July 1991 – June 1994National Account Executive / Trade Marketing Exec (B2B)Accounts: Tesco £26m (+4%), Budgens £1.1m, Normans Superwarehouses Ltd£0.33m (+33%)Previous Position: Trade Marketing Executive • Sole responsibility for delivering the Trade campaigns for Pepsi, Pepsi MAX, Tango, 7-UP into all UK Grocery Multiples at national Head office level • Sole responsibility for operational delivery of worldwide launch of Pepsi Max into Grocery multiples (Tesco, ASDA, Sainsbury, Co-ops) via UK test marketNESTLE LTD, Croydon Sept 1988 – June 1991Assistant Brand Manager. Previously Private Label Executive (B2C)Brands: Crosse & Blackwell Range, Maggi Les Menu Creatife, Libby’s Corned Beef • Launched NPD programmes on Crosse & Blackwell Healthy Balance range, and Maggi Les Menu Ready Meals. • B2C awareness campaigns including the organising of pre-launch Consumer research, coupon advertising, on-pack offers, in-store activity, Press advertising and PR • Private Label product launches in liaison with National Account ManagersIT CAREER (1984 – 1988) - ETHICON LTDPERSONAL DETAILSDriving Licence: Full UK Marital status: Single Children: Daughter Lucy (15)EDUCATIONGRADUATE TECHNOLOGY TRAINING COURSEStudent August 2003 – January 2004(Supplier: Net Resources Ltd, Edinburgh - HTML, SEO, Dreamweaver MX, Adobe,Flash)
  9. 9. B.A. (Hons) Business Studies 2.2 – Glasgow College of Technology8 “O” Grades, 6 Higher Grades and Sixth Year Studies History – The Marr CollegeInterests - Keep fit - private home gym – member of the Lothian Cycling Club,Edinburgh and Glasgow Mountain Biking Cycling Clubs, Lothian Ramblers, EdinburghCreative photography Group, and active Dad.