Tracy Cullen, Cae Email & Phone Number

Washington, Dc, Us

Southfield, Michigan, Us

Hired to serve on the executive leadership team of this $70M revenue nonprofit with 200 staff dedicated to advancing the manufacturing industry. As SME's first head of strategic communications and brand management, leads the development of impactful communications, media, public relations and brand positioning strategies geared to promote manufacturing technology and develop a skilled workforce.

Rosslyn, Va, Us

Served as an integral member of the executive leadership team responsible for managing $25M operation. Formed the first fully integrated Communications Department in NEMA history. Directed brand modernization, corporate communications, membership marketing, and meeting planning teams. Positioned the CEO and advocacy staff as thought leaders at key industry events, trade shows, and speaking engagements. Leveraged research and data analysis to transform NEMA’s print portfolio to an integrated digital platform. Managed publishing operations and promotions for a technical library of 1,000 standard documents. Acted as a spokesperson who secured features and opinion/editorial columns in trade press and mainstream media outlets. Cost-effectively managed department operating budget of $18M revenue and $3M expenses.ENTERPRISE IMPACT: ⇒Expanded channel partnerships that generated over $1M in annual revenue for Technical Standards Library.⇒Masterminded the $1.2M website reconstruction project and consolidation of 36 disparate sites.⇒Repositioned the association as major influencer in public policy arena as it was instrumental in securing $450B in Federal infrastructure funding for U.S. electrical industry.⇒Transitioned the organization’s print-based portfolio into digital cutting expenses 60% while generating $100K in new advertising revenue in year one.⇒Led the planning and execution of NEMA events including an annual meeting that generated $500K post-COVID representing a 10% increase in revenue without increasing registration fees.⇒ Revamped sponsorship program generating $1M revenue over three years representing a 50% increase.⇒Revitalized membership marketing and lead-nurturing initiatives resulting in 98% retention and increase of net fees.⇒Developed multi-channel outreach campaign for new special interest groups generating $500K+ in year one.

Washington, District Of Columbia, Us

- Senior Vice President, Marketing Communications (2013-2015)- Vice President, Officer SPI Future of Plastics Foundation (2006-2015)- Vice President, Marketing Communications & IT Services (2005-2012)Managed a $7M operating budget and served on executive leadership team. Managed national industry promotion campaigns to improve public perception of plastic materials. Spearheaded advocacy communications, brand modernization, membership marketing, and trade show promotions initiatives. Led refurbishment of association’s IT and web infrastructure including 50-node LAN and AMS-CMS integration. Drove stakeholder outreach to gain international support for moving the trade show to Orlando after 40 years in Chicago. Negotiated global advertising barters to expand marketing budget by 90%. ENTERPRISE IMPACT:⇒Developed multimillion-dollar event marketing campaigns for NPE, one of the largest global trade shows spanning one million square feet and attracting 65,000 attendees, which fueled gate revenue of $1M.⇒Formulated advocacy communication strategy to overturn Wal-Mart’s blanket ban on PVC packaging, influenced pro-business outcomes with EPA & OSHA, and secured congressional funding for FDA’s food contact notification program to expedite time to market.⇒Facilitated the launch of new international marketing campaigns in Asia and Latin America, which yielded 35% sector attendance growth.⇒Collaborated with Dow, DuPont, and Walt Disney World to showcase plastics manufacturing innovations to 30M consumers touring SPI’s $7M "Fantastic Plastics Works" exhibit on display at Epcot Center in Orlando, Florida, which improved industry-wide consumer favorability ratings by 20% within 3 years.⇒Accountable for overseeing multiple budgets including a $1M department budget, a $1.3M trade show marketing budget, and a $7M consumer education campaign budget.

Arlington, Virginia, Us

Brought on board to reposition this technical association, expand membership, and secure new revenue channels. Skillfully handled crisis communications and brand turnaround initiatives and tasks.ENTERPRISE IMPACT:⇒Directed the crisis team through 2 fatal train derailments; produced B-Roll on chemical site security earning coverage on CBS 60 Minutes and CNN; shut down several anti-industry stories including an NBC Nightly News exposé on chlorine security and CBS 60 Minutes exposé on rail car vulnerability.⇒Transformed the association brand positioning CI as the technical expert on material handling, transportation, and safety.⇒Redefined all aspects of the technical library, including repackaging, repricing, and repositioning which yielded a net revenue increase of 63% while reducing expenses by 55%.⇒Drove the launch of an industry outreach campaign that boosted membership retention rates to 98% while achieving 5% growth.Achieved early career expertise in branding and communication strategies in roles across the Washington DC metropolitan area, including tenure as a Senior Marketing Communications Manager for Synthetic Organic Chemical Manufacturers Association, as Director of Membership Marketing & Chapter Relations for the American Council of Engineering Companies, as Director of Communications & Public Relations for Air Conditioning Contractors of America, and as Director of Communications & Chapter Relations and Associate Editor for the American Society of Internal Medicine.

Bachelor Of Arts (Ba), Speech-Communication, Cum Laude

Professional Certificate, Digital Media Management