JOHN T. CULLEN

**** ********* **., **** ** *****

248-***-**** • acvszc@r.postjobfree.com

PROFESSIONAL FOCUS

An automotive marketing agency services professional engaged with the sales process and determining client needs for delivery of high quality CRM solutions. A leader for implementation of resources including strategic planning, digital, direct, creative services, account management, project management, IT, research, fulfillment, advertising, hospitality and event management. An expert in creative marketing solutions.

Diverse Marketing Services Experience

Manage multiple account teams for full-service AOR agency clients

Digital/interactive campaigns, ROI, direct mail, direct response, call-center programs and management, database development, research, segmentation and modeling

Promotions & experiential, brand management, new media development, fulfillment/packaging and P/L

Hospitality and event/meetings

Key Sales & Marketing Management Successes

Experiential Ride and Drives

Political Research / Metrics

Automotive Research and Analytics

Customer Loyalty & Retention ...Communications, Clubs & Credit Card Affinity Marketing

Prospect Pursuit Process

Sports Marketing Tie-ins

Product Launches & Experiential Engagement

Digital Applications

Incentive Process Administration

Lease-End Process

EXPERIENCE

Cullen Creative Group, LLC, Troy, MI. Marketing Services Agency

Managing Director September 2000 – current

Marketing and brand positioning for launch of Lemonchello Liquor for Embassy Spirits in Michigan

Brand strategy development and tactical Website development for Veteran Village, Inc.

Managed real estate process, Xperience Communications, Dearborn, Mi.; January 2014 - October 2014

Sold & implemented digital presence for the “Obama for America” Campaign; used a digital audience for 6 to 1, Inc. response application during most recent U.S. presidential campaign for a software client in Dallas, TX. April 2011 - September 2012

Built mini-websites for marketing campaigns / registrations.

Customer data modeling & segmentation to identify group with highest propensity to purchase. Jackson Group, Indianapolis, Ind. Approximately March 2005 - 2007

Qualitative research to test consumer propositions.

Quantitative test panels to test creative, offers, and audience segments.

Worked with Acxiom, Little Rock, Ark. as senior automotive consultant to develop strategic plans, database use process, and acquire data-sets for GM Customer “Enterprise” Database to build value within corporation. May 2006 - September 2006

Built and demonstrated enterprise wide CRM database solutions.

Worked with ad agencies to better understand GM owners’ value for higher retention/prospect development with JD Powers & Associates.

Key wins include data-set purchase from OnStar and The GM Card.

ROI metrics analysis to ensure appropriate results based on investment.

Developed $ 4.5 million CRM initiative for fully integrated new product launch w/ GM.

Encompassed internet marketing, direct, I/B & O/B telemarketing, lead management & customer service.

Senior Automotive Consultant & Council Member for Gerson Lehrman Group, Inc. (GLG) 2000 – current

InterOne Marketing Group, Inc., Troy, MI

Group Senior Vice President/Group Account Director, Chrysler & Jeep March 1998 – September 2000

Responsible for Chrysler & Jeep Brand Strategy & Marketing Services Tactics (AOR)

Increased marketing services revenue by 43% to $58,000,000.

Increased billings 73% and doubled cash flow in one year.

Built “Outdoors” affiliated digital presence to drive traffic to Jeep website.

Increased owner Camp Jeep Event response rates by 35%; increased ROI by 23%.

Effectively managed client C-level relationships.

Managed all initiatives for analytic learning for Chrysler – Jeep; Qualitative focus groups, quantitative analysis and modeling

Successfully managed development of an integrated owner/prospect relational database.

Member of Chrysler Advertising Steering Committee reviewing ad concepts & potential media buys.

Account P/L responsibility for billing, margin reviews, forecasts, client activity reports.

Built vision & strategy for building a strong customer loyalty & prospect dialog process.

Received the Chrysler's Vice President “Marketer of the Month” Award.

Successful strategic proposal for clients to change the incentive plans.

Managed interactive strategy, design & project management for all direct response.

Negotiated hospitality & event tie-ins with McDonald's, Outdoor Magazine and PGA

Visual Services, Inc., Bloomfield Hills, MI Senior Vice President/Account Director, VW & Audi March 1982-March 1998,

The GM Card, Chevrolet, 1995 - 1998

Sold & managed the first VW Web application & migrated to web over three years w/full-functionality including “build your own”, purchase/Lease calculator, dealer alert, etc.

Created VW & Audi customer relational databases.

Responsible for all agency fulfillment of tactics regarding owner contact & prospect pursuit processes.

Sold & negotiated a Volkswagen Owner Club and a “self-funded” w/ royalties VW affinity credit card with MBNA. Managed all Club events around the country, i.e. Sold Mt. Killington, Stone Mt., LA ride n drive

Launched Audi TT Coup, New Beetle, Passat, Jetta and Golf using test drive programs and major event tie-ins with Nordstrom, IBM and MADD.

Sold and managed VW Vanagon Launch, Van Jams with MADD and Girl Scouts.

ROI metrics developed for all VW & Audi direct.

Creative & print production and mailing of VW and Audi Magazines and direct based on retail store pay for 16 years.

Data base updates and cleansing.

Direct mail Spring Promotions.

Sales Promotion w/ VW Regional Managers for 16 years.

20 city Mall tour with IBM and Jetta / Golf launch.

Passat launch including sweepstakes with Ride n Drive in Europe.

VW “Spin to Win” incentive programs for retail salespeople...telemarketing and administration.

Research including segmentation and modeling of prospect and owner db.

Sold, created and managed The GM Card customer data for marketing purposes.

Increased billing at VSI by 75% over first three years and doubled account billings during tenure.

Managed research and analytics for all direct and digital work as the AOR including GM Card Test & Learn; modeling of GM owners and GM Card members determining each segments propensity to buy.

Managed AOR account with responsibility for all CRM initiatives to 4.8 million GM Card members.

Increased billings 110% & profitability by 160% by winning the GM Card telemarketing contract.

Won a $12,000,000 AOR automotive operations account.

Doubled the GM Card AOR with strategic CRM telemarketing concept.

Sustained a 47% average gross margin for telemarketing, direct, events, Db development & research.

Built strategic relationships with all GM Vehicle Divisions & GMAC for the GM Card clients.

Launched 12 "Test & Learn" marketing programs involving all GM Divisions using direct, interactive, PGA events, experiential programs, custom extended service contracts, purchase incentives, etc.

Increased GM Card “incremental” measurement criterion from 17% to 31% first year.

Automated Marketing Systems, Inc.

Senior Vice President September 1979-March 1982

Managed Ford and L-M Owner Contact Programs

Managed research and analytics for owners and prospects

Handled modeling for direct marketing to prospects based current owner demographics, buy cycle, vehicles in household for new car direct mail promotions

EDUCATION

MS Coursework (10 credits), Mass Communication, Bedford College, University College London, England

BA, Communication & Advertising, Michigan State University, East Lansing, Mi.

Science, Brother Rice High School, Birmingham, Mi.

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