Fraser McCulloch

Helping the wee guys with their online credibility, ecommerce and selling online.

The old me

June 1998 – Sept 2003 NTL Group Ltd
Marketing and Sponsorship Manager
Glasgow

Responsibility
•Manage and commercially leverage £3m sports sponsorship contract for broadband and digital tv provider.

Achievements
•£4.9 million annual recurring revenue generated via 40 events.
•£1.8 million annual recurring revenue generated via 15700 customers upsold to a package by motivated a call centre
team.
•2 revenue sharing deals with 2 football clubs to access 250,000 consumer database without spending any advertising
funds.
•£1.5m annual recurring revenue generated via 2 under-utilised sales channels.
•Contra deal for pass down rights with Glasgow Science Centre
•Negotiate pass down rights with NTL's supplier IBM.
•£225000 annual recurring revenue generated by creating Demonstration Centre Event and upselling a customer base when
no budget existed.
•£168000 annual recurring revenue generated by persuading customers to tell friends.
•10,000 sales leads per month for outbound telesales teams using promotions in newspapers, web sites, teletext and digital
TV.

June 1996 – June 1998 Reebok
Brand Manager – Golf
Lancashire

Responsibility
Manage the visual and commercial brand acivity for Reebok Golf and Greg Norman Golf fashion brands

Achievements
•Produced turnkey merchandising kit to support retail sale of collections.
•Turned product collection samples into sales force and retailer buying guides.
•Negotiated sponsored player contracts to provide consumer awareness of brands and support brands at trade level.
•Management of sponsored golf events such as PGA Professional Championship.

June 1995 – June 1996 Inveresk Paper plc
Marketing Manager
Stirlingshire

Responsibility
Create a brand new recycling service for businesses in Scotland

Achievements
•Developed brand proposition and identity and raised awareness of new brand amongst potential business customers.
•Provided sales tools to enable sales force to negotiate and secure contracts with business customers and supermarket
chains.
•Negotiated and secured a Blue Peter sponsorship initiative that enabled paper collection at 100 Scottish supermarket sites.

March 1992 – June 1995 - Mitsushiba Golf
European Sales and Marketing Manager
Lancashire

Responsibility

Manage European re-sellers of golf products and grow revenue.

Achievements
•Introduce clients “top up” supply service direct from the UK.
•Double sales revnue from $1.2m to $3m in 3 years.
•Negotiated contracts with new French, Finnish and Dutch distributors.
•Introduced rainwear collection and new and graphite shaft component brand to key clients.
• Develop and implement European wide trade marketing programme to support sales force and retail customers.
•Implementation of a computerised system to enhance component buying, assembly, stock control, credit control and reordering.

June 1990 – March 1992 Dunlop Slazenger
Marketing Research Executive
West Yorkshire

Responsibility
Provide a trade and consumer marketing research service for marketing director and sales and marketing department.
•Graduate entry level position

Achievements
•Implemented a new trade stock level report on Dunlop and Slazenger balls to help sales force focus on right customers.
•Worked with IT teams to evolve sales reporting from manual to computerised.

EDUCATION
Sept 1986 – June 1990 University of Stirling.
Stirling.
BA Honours 2:1 Marketing
Aug 1985 – June 1986 New Mexico Military Institute
New Mexico, USA
First year college sponsorship and business administration.