John Cullen Email & Phone Number

Ridgefield, Connecticut, US

• Created and managing a successful boutique full-service advertising agency and marketing consulting firm. Responsible for servicing multiple clients’ needs including strategy, positioning, advertising (digital and.
• Driving strategy and tactical execution for a leading pet products company as its outsourced VP of Marketing since 2015. - Created a comprehensive two year trade campaign that drove 95% brand awareness for HERO dog.
• Built a $1 million dog treat business from scratch for a large commodities business in six months. - Developed 12 SKUs including positioning, company name, brand name, logo, packaging, etc. and identified.
• Sold $250k in 3 weeks by developing a compelling ‘Win a Trip’ online contest for a leading small animal bedding brand looking to increase sales with distributors.
• Created a PR campaign that led a wounded veteran to license his product to a major pet products company.

As Chief Marketing Officer I’m launching Petbeing – a new wellness and lifestyle brand targeting pets in the city.Discover Petbeing: Redefining Urban Pet Care with Purpose and Innovation.Engineered by leading veterinarians and pet nutritionists, our treats transcend conventional pet snacks. We offer a symphony of flavors, functional benefits and unique.

Vancouver, Washington, US

Healers Petcare makes products to help you care for your pet. From medical booties to wound care and hot spot solutions. Healers offers a complete portfolio of Pet Wellness products. Visit www.healerspetcare.com to learn more.

Berkeley, CA, US

• Leading the retail sales and marketing efforts at Wild Earth Plant Based Dog Food.Accomplishments (3 Months):
• Identified co-packer that could create mission based new products (7 SKUs) within one month. Created a new product roadmap that led to increased retail acceptance.
• Onboarded best-in-class manufacturer’s rep to accelerate retail appointments.
• Identified retail logistics partner with strong knowledge of retail packaging/shipping.
• Created a retail-oriented sales presentation to increase appointment setting and close rate.
• Identified shipper display manufacturer and developed a pet specialty chain and independent pet shipper leading to in-store product placement.

Bayside, New York, US

Teaching Elements of Marketing, a basic course in merchandising distribution; methods, policies, and institutions involved in distribution of goods from producer to consumer; the manufacturer, the wholesaler, and the retailer - their marketing activities and methods. I'm focusing on bringing real world experience to the classroom and breathing life into.

• Transformed JW Pet from a product focused to a marketing driven organization. Led all marketing efforts across seven product categories: Dog Toys, Cat Toys, Grooming, Feeding, Small Animal, Bird & Aquatic. Developed.
• Secured a $1.2 million purchase order and a $300k re-fill PO from PetSmart by developing and selling in the ‘JW Jeep Full of Fun’ promotion leading to a 3 month end cap taken from a key competitor. Led to a 96%.
• Gained a $500k purchase order from Petco by creating and selling in the ‘Bone Voyage’ promotion leading to a 3 month end cap.
• Promotions executed on-pack and via an online landing page and supported with TV and digital advertising.
• Managed advertising, promotion and public relations agencies.

• Brought the Zoombak Personal and Pet GPS Locators from a white paper concept to $3 million in two years. Efforts included the development and execution of marketing strategy and tactics. Strategies include positioning.
• Doubled sales from $1.5 million by developing and launching 4th quarter ‘08 national TV & multi-media advertising campaign.
• Utilized pet industry contacts to secure first PO from PetSmart for $450k.
• Initiated “Project Leapfrog” strategy to call on key retailers before product was ready to ship and block competitors securing placement at top CE (Best Buy, RadioShack) and Pet accounts (PetSmart, All Major Pet.

US

• Responsible for all marketing and sales for this pet product start-up. Developed new products from white paper concept through final production to retail shelf. Responsible for marketing research, P&L, off-shore.
• Increased sales 78% year one, on-track for a 240% increase year two.
• Developed and launched the SnackShotz Treat Launcher.
• Developed and launched Garden Crisps, the first freeze dried fruit and vegetable treat for dogs.

• Developed and executed all marketing and sales strategies for this pet product start-up. Responsible for P&L, forecasting, advertising, promotion, packaging development, and consumer and trade budgets.
• Doubled sales revenues from 2002 to 2003.
• Closed major distributors such as Royal Pet & Central Garden by developing a strong rep network.
• Closed Petco and Petsmart distribution agreements by developing custom trade promotion plans.

Chicago, IL, US

• In charge of all marketing activity for the Pounce Brand of cat treats, including four sub-brands sold through all classes of trade (food, drug, mass, club & pet). Managed advertising, promotion & public relations.
• Managed new product introduction of Pounce Purr-fections gourmet cat treats, achieving a 5.6% share in Food and a 1.9% share in Mass six weeks after first ship.
• Reversed share declines for Pounce Tartar Control by repositioning the product as Pounce Tartar & Plaque Control.
• Managed a $12 million consumer marketing budget.

Montreal, Quebec, CA

• Managed all marketing activity for the Cheese Heads, Stella, Frigo, Lorraine and Dragone brands sold through all classes of trade. Responsible for managing the consumer marketing budget. Managed all agencies including.
• Increased sales 20% with the Cheese Heads string cheese Disney on-pack consumer promotion.
• Increased sales 30% with a Nickelodeon on-pack promotion.
• Increased sales 37% at Wal-Mart with the Nesquick Chocolate Milk tie-in promotion.

Assisted in developing all marketing materials, promotions and programs for the Chock Full O' Nuts Coffee brand sold primarily in grocery. Worked closely with sales force to identify market/account opportunities by analyzing IRI data. Created and executed a national:30/:30 radio program.

Bba, Marketing, Cis

Mba, Marketing