David Cullen, Mba Email & Phone Number

Canada

Oakville, Ontario, Canada

Accountable to the VP of Consumer Sales, providing national leadership across the Canadian P&L, establishing strategies, and tactics for cross-functional teams to deliver results in the Canadian marketplace. Responsible for all sales, operations and marketing of consumer lighting, smart home, and energy management products in Canada; leading a team of 7 sales reps, external sales agents, and operations personnel.• Consistently ranked as top performer and currently the senior commercial leader in the GE Lighting Canada organization; designated as the sole signing authority for the Country’s operations.• Leads the National Canadian sales and operations team, as well as external sales agents, in managing B2B customer relationships across a diverse base of retail partners in multiple commercial channels.• Provides P&L leadership, keeping fixed costs down by leading a lean organization, outsourcing non-core sales to external agents, leveraging technology to maintain a work from home model, eliminating the need for office space and improving operating margin.• Established multi-year growth plan, developing a comprehensive commercial strategy to grow revenue by 4% CAGR from 2018-2023, while the Canadian lighting industry was -2%.• Consistently increased contribution margin from 2018-2023 by winning new business, leveraging Salesforce SRM to efficiently manage sales pipeline, utilizing industry data to identify high margin opportunities, managing team trade and discretionary spend to deliver a CAGR of 3%.• Demonstrated leadership, overseeing the strategy development, solicitation, and negotiation for Lowe’s Canada’s lighting category business, securing an exclusive 5-year agreement.• Alongside HR, responsible for hiring, development and training of Canadian sales and operations staff; has built a strong team culture by embodying corporate values and leading by example.

Mississauga, On

•Senior commercial leader for Canadian business unit, P&L leadership and signing authority for Canada.•Works closely with Finance to monitor sales targets, customer fund balances, and P&L to ensure the business unit is achieving its quarterly & annual profitability commitments.•Responsible for leading the Canadian sales team, supporting and coaching team members in managing customer relationships across a diverse base of retail partners.•Responsible for setting the strategic priorities for the Canadian business unit; designing a Canada-specific commercial strategy & executing tactically by guiding cross-functional teams to manage sales/replenishment & develop incremental promotions to deliver on quarterly/annual sales commitments.•Manage the Canadian Consumer marketing budget & establish the strategy/vision for our North American Consumer marketing organization to execute & implement.•Ownership of Canadian Consumer channel new business development, indirectly leading cross-functional teams (pricing, finance, category management, product management, supply chain) to prepare comprehensive customer proposals.

Mississauga, On

•Led all process improvement initiatives to simplify GE Lighting’s speed to market – specifically legal/contractual review process, leading to an improvement in onboarding time from 6 months to 2 by reducing internal complexity, redundancy and points of contact to improve efficiency.•Led a project to simplify our sales team structure by outsourcing non-core retail accounts to external sales agents for Lighting Canada, reducing organizational overhead and driving sales of $1.7MM in 2017 (+10% growth during tenure in role) by utilizing coaching and leadership training techniques to help agents better understand their customer’s needs and attain their sales commitments.•Improved sales solicitation process, leveraging data and compelling storytelling techniques to secure a one-time new customer win of $0.5MM with Canada’s largest lighting retailer, The Home Depot, as leader of Consumer Lighting Canada’s business solicitation process – indirectly leading cross-functional teams (pricing, finance, category management, product development, supply chain) to prepare comprehensive customer proposals.

Mississauga, On

•Led a cross-functional sales acquisition team to win 100% of Target Canada’s lighting business in 2011.•Grew gross sales with Target Canada in 2014 to $3MM (+300% v 2011 launch year) by utilizing outcome-based sales strategies, understanding the customer’s needs & developing mutual beneficial retail solutions.

Mississauga, On

Mississauga, On

Mississauga, On

Executive Mba, Class Of 2021

1St Class Honours, Bba Co-Op, Marketing Concentration

Education record