David Cullen, Mba Email & Phone Number

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..
• 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.
• 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.

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 &.
• 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.

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.
• 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.
• 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.

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