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CV – Stephen Cullen

West Clifton Steadings, 112 Clifton Road, Mid Calder, Livingston, EH53 0PN

Mobile: 0785 234 9011 E-mail:

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Clifton Strength Finder results and Signature Themes


An enthusiastic and passionate Marketing Professional from a Blue Chip, SME, Financial Services and Local Government background, experienced in the design and delivery of B2B and B2C campaigns. Skills portfolio offers the complete 360 degree integration of both traditional and digital marketing together with hands-on web design and development.


Market leaders Standard Life pensions, Edinburgh Solicitors Property Centre, VELUX, Britvic – Pepsi, Pepsi-Max, 7-UP, Tango; Nestle – Crosse & Blackwell, Libby’s


MERCY CORPS (Charity sector)

Online Marketing Manager (January 2011 – July 2011)

Redundant: As this role was a newly created position but with control over the website remaining with our US parent Agency; when my analysis showed fundamental performance issues it revealed the Web Teams unfamiliarity with the pillars of web design: navigation, SEO, page formatting, customer journey and usability. With both a lack of site ownership and resource at the UK level, challenges would remain unresolved. Unable to express my skills this role became redundant.

  • Developed the Agencies first UK Online Marketing Strategy: acquisition and engagement
  • Development of site platform with US partners using Drupal CMS
  • Architect of Social networking strategy ready for implementation: Facebook, Twitter, YouTube, Flickr, Blogging
  • Identified performance failures using site metrics and advocated priority action


eCommerce Development Consultant      July 2008 – December 2010

  • Delivered the strategic review to the secure corporate pension’s website culminating in presentations to Director level.
  • Proposed the repositioning of the site from payment transactions to a personalised sales tool allowing customer access to all Standard Life Services.
  • Advocated the concept of one website introducing cross selling techniques while embracing the principles of web 2.0 within the site structure. Acceptance would make it the first of its kind in the financial sector.
  • Designed the Customer Service Departments on and offline promotion campaigns targeting a 3.6m customer database. Promotion campaign is ready for implementation.
  • Investigated the business case for:
    • Mobile browser compatibility and mobile marketing
    • Provision of comprehensive monthly reports on the digital landscape to Director level providing the opportunity to keep abreast of dynamic developments
    • Competitor analysis and ad-hoc reports

Currently on secondment with Depression Alliance Scotland re-designing their website comprising the provision of hands-on SEO skills and optimized copy

Main achievement: Contributing to the creative review and debate on the future direction of the award winning employee pensions website


Web Channel Consultant      Jan 2007 – July 2008

  • Responsible for web channel strategy, site re-design and re-launch of – 2.5m unique annual visitors
  • Full eMarketing plan maintained volume visits during a period of free fall decline in the property market
  • Proposed and project managed the optimisation of our database driven website going from over 300 spidered HTML pages to over 5,500
  • Improved all KPI’s and increased design flexibility for improved commercial opportunities
  • Introduced Affiliate Marketing via Kelkoo price comparison site
  • Successful presentations to Board level and 140 Solicitor Members


Marketing Executive / eCommerce      April 2006 – November 2006

  • Provision of both on and offline marketing strategy launching new products into new European markets – France, Spain, Italy, Denmark, Sweden
  • Man Management of the Website Manager and 3 sales staff laying foundations for the doubling of company revenue over a 3 years period (2006 – 2008)

CONTRACT EMPLOYMENT (Feb 2004 – April 2006)


Website Manager (Maternity cover)      April 2005 – April 2006

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)
  • Doubled the number of active Council Editors to 70, training staff in “Writing for the Web” and SEO techniques
  • Project managed the migration of 15 partnership sites into the parent site
  • Proposed the development of an electronic shop the acceptance of which would have made it the first of its kind in UK local government
  • From informational to interactive website in 12 months through introduction of online payments and winner the Plain English website award 9 months into my tenure


Marketing Manager (Contract)      Feb 2004 – Nov 2004

  • B2B Traditional and Electronic marketing assisting in successful Company re-branding
  • Development of 6 Account Handlers into pro-active sales team


THE VELUX COMPANY LTD, Glenrothes, Fife Feb 1997 – April 2003

Commercial Manager (UK & Ireland) – After Sales B2B & B2C

VELUX Marketing Department (4 years) and After Sales Department (2 years)

  • Sole provision of full integrated Marketing strategy for the VELUX After Sales Service in UK & Ireland – B2B and B2C (traditional and online marketing)
  • Bespoke design of the UK website including the introduction of the After Sales electronic shop
  • Full supporting traditional marketing campaign: extensive direct mailing campaign to both B2B and B2C, brochure development and development of call centre staff
  • Man management and development of 5 staff including onsite supervision of 15 Service Engineers during Exhibitions build-up

Main achievements: Annual growth of 63% (£1.04m to £1.7m) 2002 against 2001 with £400,000 of outstanding orders.

VELUX Marketing Department (B2C & B2B – 4 years)

Previous Positions: Marketing Services Manager, Trade Product Manager

  • 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 Great Britain and Ireland – over 1,000 products.
  • Design of National VELUX Architects Competition with Award Ceremony. Budget £50,000


National Account & Export Manager      June 1994 – Feb 1997

  • Achieved over 120% growth in combined bottled ale and cask conditioned sales
  • Created Maclay’s first exporting opportunities assisted by Scottish Enterprise – France, Spain, USA, Canada, Hong Kong


National Account Executive / Trade Marketing Exec (B2B)      July 1991 – June 1994

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 Grocery Multiples including Sainsbury, ASDA, Tesco, Safeway, Co-ops
  • Sole delivery for the successful Trade execution of worldwide launch of Pepsi Max into UK test market
  • Campaigns:
    • Execution of the original Tango “Orange Man” campaign
    • Michael Jackson Pepsi On-pack campaign
    • R. Whites “Secret Lemonade drinker”

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

  • Achieved all business objectives to obtain promotion to my first brand management opportunities
  • 3 promotions during my tenure



Driving Licence: Full UK               Marital status: Single                Children: Daughter Lucy (12)


GRADUATE TECHNOLOGY TRAINING COURSE             Student      August 2003 – January 2004

(Provider: Net Resources Ltd, Edinburgh – HTML, SEO, Dreamweaver MX, Adobe, Flash)

B.A. (Hons) Business Studies 2.2 – Glasgow College of Technology

8 “O” Grades, 6 Highers and Sixth Year Studies History – The Marr College, Troon, Ayrshire

Memberships & Interests

keep fit – membership of Greens Health & Fitness Club – Private home gym, cycling, reading, photography, surfing the net, and most important of all, spending time with my daughter Lucy

View Clifton Strength Finder results and Signature Themes identified by Standard Life Plc

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