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 traditional), product development, consumer promotions and marketing budget development. Manage multiple national and international outsourced resources to achieve clients’ KPIs.Sampling of Accomplishments: • 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 toys which led to over $1 million in sales during a shift by major retailers to private label. - Led effort to create best-in-class logo, sales copy, packaging and digital assets and marketing plan for a new line of dog chews projected to be a $3 million brand within 2 years. - Developing new brand of dog treats projected to contribute $5 million in 3 years - includes packaging development, sourcing, copywriting and digital asset and marketing plan development. - Developed business case and leading effort to create a new social media personality driven cat toy brand. • 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 co-manufacturer. - Created all advertising and all assets including website. - Saved company over $500,000 in overhead by running the company remotely with Bulldog staff. • 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 delivery formats. Tailored for the modern pet family, Petbeing stands as a beacon of quality, ensuring your furry companions flourish amidst his/her urban lifestyle.At Petbeing, your city pets’ well-being is our top priority.Meet us at SUPERZOO (booth #6363).Website coming soon. pet beingTMnoun1. any domesticated animal including, but not limited to the Canis lupus familiaris (dog), and the Felis catus (cat) having Homo sapiens (humans) as parents.2. a domesticated animal, especially as distinguished from other animals living in the wild.3. a pet company dedicated to the development of innovative wellness products for urban pets.

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 marketing theory.Advisor to the Business Department's board serving as the marketing program representative.

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 high visibility retail promotions that raised acquisition interest. JW Pet sold to Petmate in 2012. • 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% category comp sales increase. Was the most successful dog toy promotion in PetSmart’s history. • 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 and segmentation. Tactics include branding, logo, packaging design and sales promotions, mass media (TV, Print, Radio & Online) and public relations. • 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 Distributors).

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 sourcing, budgets, forecasting, broker/rep management and key account sales calls.• 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 agencies. Developed one assistant brand manager. Developed engaging consumer and trade promotions to increase sales.• 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 promotions, PR and marketing research. Attended sales calls to present marketing programs to major retailers.• 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