CV - Stephen Cullen Integrated Digital and Traditional Marketing Specialist available for permanent or contract work UK wide.

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
Highlights:
Repositioned espc.com from search engine to revenue generator
Repositioned the marketing strategy of Stoneridge Electronics Ltd leading
to a doubling of the size of the company over 3 years
Winning the “Plain English Web Award” for UK’s clearest website while
Website Manager at Scottish Borders Council
Doubled revenue in the VELUX After Sales Department in 18 months
while Commercial Manager
Promotion to National Account Executive on the TESCO account for
Britvic Soft Drinks Ltd - £26m of business
Global launch of Pepsi Max into UK test market (National Retail Food
sector) while Trade Marketing Executive

2. PERSONAL PROFILE – Stephen Cullen
A strategic Marketing Consultant from a portfolio background experienced in the
provision of 360º marketing solutions. This includes the end-to-end delivery of
Digital and Traditional promotions, Web Design, Exhibition and Events
Management, negotiation, Line management, and budgetary control.
______________________________________________________________________
BRANDS: Market leaders Exova, Scottish Life, Standard Life, 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 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. EMPLOYMENT HISTORY
EXOVA 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 Agency
SCOTTISH LIFE (ROYAL LONDON GROUP) January – July 2012
Web Manager (contract)
• Responsible for the maintenance of the pensions website www.scottishlife.co.uk
• 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 database
MERCY CORPS SCOTLAND (Charity) January – 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
• Daily site update – content writing, image upload, analytics
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

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 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 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. • 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
CV- 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 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, Web content update
• 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

6. • Man Management of the Website Manager and 3 Direct Sales staff
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”. See
http://www.scotborders.gov.uk/news/11130.html
• 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
PERMANENT EMPLOYMENT
EUROSOURCE (Europe) Ltd (Re-branded Redeem Plc)

7. Sales & Marketing Manager April 2003 - June 2003
Reason for leaving: Redundancy. 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
• 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-up
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
MACLAY & CO. LTD, ALLOA June 1994 – Feb 1997
National Account & Export Manager
• National Account Manager for Grocery Multiple Accounts ASDA, Tesco,

8. Sainsbury, Safeway, Co-ops, Botterills
• 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 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 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 (15)
EDUCATION
GRADUATE TECHNOLOGY TRAINING COURSE
Student August 2003 – January 2004
(Supplier: Net Resources Ltd, Edinburgh - HTML, SEO, Dreamweaver MX, Adobe,
Flash)

9. B.A. (Hons) Business Studies 2.2 – Glasgow College of Technology
8 “O” Grades, 6 Higher Grades and Sixth Year Studies History – The Marr College
Interests - Keep fit - private home gym – member of the Lothian Cycling Club,
Edinburgh and Glasgow Mountain Biking Cycling Clubs, Lothian Ramblers, Edinburgh
Creative photography Group, and active Dad.