Stephen Cullen is a marketing consultant with over 15 years of experience in strategic marketing, digital solutions, and web design across various industries. He has held roles managing marketing budgets of up to £760,000 and teams of up to 6 people. His skills include conceptualizing marketing campaigns, brand positioning, integrated digital and traditional campaigns, and liaising with stakeholders. He provides examples of his work developing marketing strategies and redesigning websites for organizations like Scottish Life, Standard Life, and Edinburgh Solicitors Property Centre.

1. CV – Stephen Cullen
Contact details:
Address: 112 Clifton Road, West clifton Steadings, Livingston, EH53 0PN
E-mail: 360creativemarketing@gmail.com
Tel: 0785 234 9011
Find out more:
Career website: www.360creativemarketing.wordpress.com
LinkedIn profile: http://uk.linkedin.com/in/stephencullen
Twitter: @360create

2. PERSONAL PROFILE – Stephen Cullen
A 360º strategic Marketing Consultant experienced in the delivery of all aspects of
the marketing mix including Trade and Consumer marketing, Digital solutions and
Web Design. Classically trained within an FMCG environment experience covers a
variety of sectors including Financial Services, non-profit, SME’s, and Local
Government. See http://www.360creativemarketing.wordpress.com
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BRANDS: Market leaders Scottish Life, Standard Life pensions, Edinburgh Solicitors
Property Centre, VELUX, Britvic - Pepsi, Pepsi-Max, 7-UP, Tango; Nestle - Crosse &
Blackwell, Libby's
SKILLS SUMMARY
• 360º Consultant with key strengths in the presentation of concepts and proposals
to Senior Buyer, Director and Conference level
• Able to conceptualise and orchestrate marketing campaigns expressed through
lateral proposals, and challenging convention
• Classically trained Marketer from a Blue Chip Background skilled in the
development of product positioning, Brand values and propositions, integrated
campaigns, and budget analysis
• Liaison with all Stakeholders including external Agencies, Heads of Department,
Compliance, Marketing, and IT
• Line Management responsibility for up to 6 staff
• Budget responsibility of up to £760,000
Traditional marketing
• Extensive experience in both Trade and Product marketing
• Seasoned “Below the line” Campaign Manager: Press advertising, direct mailing,
POS development in Merchandiser Retail outlets, direct caller training, Exhibition
Management, NPD, man management and staff development.
• Ex-National Accounts Manager: strong professionalism and emotional control
Digital Marketing
• Custodian for Digital “tone of voice” and customer experience
• Project Management in multi-task deadline driven environments
• Hands-on provision of SEO, paid search, customer journey, and usability testing
• Web Design including bespoke provision, re-design, repositioning and
maintenance
• Market data: Nielson Reports.
• Web Channel: Campaign and email performance tracking. Experian Hitwise, Net
Tracker and Google Analytics

3. EMPLOYMENT HISTORY
SCOTTISH LIFE (ROYAL LONDON GROUP) January 2012 - Current
Web Manager (contract)
• Responsible for the development and maintenance of the pensions website
www.scottishlife.co.uk
• Content strategy review in liaison with Marketing Communications Team
• Providing daily online operational support for the Marketing Department
• Project management for the migration of the site content from Active Edition to
Episerver CMS
• Content migration testing
• B2B Newsletter development to IFA database
MERCY CORPS SCOTLAND (Charity) January 2011 – July 2011
Online Marketing Manager
Reason 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
STANDARD LIFE PLC, EDINBURGH July 2008 – Dec 2010
eCommerce Development Consultant (Customer Services Department)
Reason for Leaving: Significant restructuring and redundancy programme (December
2010) 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
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)
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.

4. CV- Stephen Cullen (Standard Life Continued)
• 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
• Represented Customer Services across a range of internal stakeholders:
Marketing, Compliance, Customer Relationship Managers, IT & SAP Data
Providers
• Represented Customer Services externally with the Finance & Technology
Research Centre (FTRC)
• Provided regular reports on competitor activity
• Development of 1 staff member within the Customer Services
Development Team
• Secondment period: Action on Depression: As part of the Standard Life
"Investment in the Community programme" provided hands-on Consultancy
services re-designing and optimizing the AOD website.
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 statements
EDINBURGH SOLICITORS PROPERTY CENTRE (ESPC)
Web Channel Consultant January 2007 – July 2008
Reason for leaving: collapse of the property market and impending redundancies (staff
numbers reduced from 145 to 65) and the lack of company focus on the ESPC’s 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
• Introduced new database segmentation based on consumer interests for planned
eNewsletter campaign including advertising and sponsorship opportunities
• Introduced personalised Email marketing campaign using Adestra software

5. CV- Stephen Cullen (ESPC Continued)
• Regenerating inactive lists
• Retention - Higher Subscription levels while minimizing unsubscribes
• Measurement through Net Tracker analytics measuring PPC and email click-
throughs and trend analysis from each follow-up campaign
• Introduced Social networking using both Facebook and Twitter in support of site
re-launch
• Established a Web Channel Consultation Group for requirements gathering
consisting of members from Customer Services, Marketing and IT
Achievements
• Full eMarketing plan and co-ordinated hard copy messaging maintained volume
visits during a period of free fall market decline. Source: Alexa.com
• 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 espc.com won the Hitwise Award for the largest volume of
traffic to any UK website within the Legal category
CONTRACT EMPLOYMENT (Feb 2004 - November 2006)
CITY OF EDINBURGH COUNCIL November 2006 - December 2006
Communications Officer (Contract)
• Project managed the introduction of new Communications software into the
Council
STONERIDGE ELECTRONICS LTD, DUNDEE April 2006 – November 2006
Marketing 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
• Managed the introduction of the bespoke transactional website OPTAC.info
• 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
• Man Management of the Website Manager and 3 Direct Sales staff

6. CV- Stephen Cullen (Stoneridge Electronics Continued)
Achievements
• 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 2006
Website Manager (Contract - Maternity cover)
Winner of the Plain English Web Award 2005 “for the UK's clearest website”
• 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 IT
Achievements
• 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 techniques
CAPITAL COMMUNICATIONS GROUP LTD Feb 2004 - Nov 2004
Marketing 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 unit

7. PERMANENT EMPLOYMENT
EUROSOURCE (Europe) Ltd (Re-branded Redeem Plc)
Sales & Marketing Manager April 2003 - June 2003
Reason for leaving: As a business start-up, on the second week of my employment
Eurosource announced the loss of our main customer who provided 90% of our
business. Redundancy followed in a company re-structure.
Key achievement: Negotiated a £48,500 recycling contract with Greentec prior to
departure
THE VELUX COMPANY LTD, Glenrothes, Fife Feb 1997 – April 2003
Senior 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
• Designed and personally delivered the Staff Development programme consisting
of inbound Telesales training for the Call Centre Team and Field Engineers
• 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
• 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
• Merchant Campaign targeting consumers via Retail outlets
• Introduction of a Customer Loyalty Scheme
• Man management and development of 6 staff including onsite supervision of 15
Service Engineers during Exhibitions build-up
• Generation of new B2B contracts including renewals
Achievements
• 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 activity

8. CV- Stephen Cullen
MACLAY & CO. LTD, ALLOA June 1994 – Feb 1997
National Account & Export Manager
• National Account Manager for Grocery Multiple Accounts ASDA, Tesco,
Sainsbury, Safeway, Co-ops
• Initiated MacLay's first exporting opportunities in the US, Canada, Hong Kong,
France, Spain with the assistance of Scottish Enterprise
BRITVIC SOFT DRINKS LTD, Chelmsford July 1991 – June 1994
National 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 the operational delivery of the Trade campaigns for Pepsi,
Pepsi MAX, Tango, 7-UP into all UK Grocery Multiples at national HO level
• Sole responsibility for operational delivery of worldwide launch of Pepsi Max
into Grocery multiples (Tesco, ASDA, Sainsbury, Co-ops) via UK test market
NESTLE LTD, Croydon Sept 1988 – June 1991
Assistant 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 Managers
IT CAREER (1984 – 1988) - ETHICON LTD
PERSONAL DETAILS
Driving Licence: Full UK Marital status: Single Children: Daughter Lucy (14)
EDUCATION
GRADUATE TECHNOLOGY TRAINING COURSE
Student August 2003 – January 2004
(Supplier: Net Resources Ltd, Edinburgh - HTML, SEO, Dreamweaver, Adobe, Flash)
B.A. (Hons) Business Studies 2.2 – Glasgow Caledonian University
8 “O” Grades, 6 Higher Grades and Sixth Year Studies History – The Marr College
Interests - Keep fit - private home gym – member of the Lothian, West Lothian, and
Edinburgh Mountain Biking and cycling Clubs, Lothian Ramblers Club, reading,
photography, and active Dad.