John Cullen
Brand Builder & Revenue Driver | Partnership Management & Customer Development | International Leader
- Role
- Gm, Latin America & Gm, Global Licensing (2021) at New Balance
- Location
- Cambridge, MA, US
- LinkedIn followers
- 500 followers
About John Cullen
Bilingual (Japanese/English) general manager with a consumer goods (footwear, apparel, toys, homeware) background, extensive licensing and partnership management experience, DTC expertise, and an international MBA.
Experience
Gm, Latin America & Gm, Global Licensing (2021)
Mar 2012 — Present
Tripled the NB Latin American business by transforming the brand from wholesale to DTC focused, opening over 70 NB stores across the region, launching owned, cross border, and marketplace E-commerce, executing omni channel marketing in key markets, opening a new subsidiary in Mexico, flexing to add local manufacturing to counter Fx challenges, and investing in both regional media partnerships and impactful sports marketing assets, including teams, players, and events.Recently appointed to lead the global licensing business in addition to my role leading the core footwear and apparel business in Latin America.
Education
Darla Moore School of Business at the University of South Carolina
MBA, Business
1989 — 1991
Bates College
BA, History
1981 — 1985
Skills
- Toys
- Customer Insight
- Licensing
- Strategic Partnerships
- Product Marketing
- Marketing Management
- Strategic Planning
- Product Development
- Integrated Marketing
- Product Management
- Competitive Analysis
- Brand Management
- Cross-Functional Team Leadership
- Marketing Strategy
- Consumer Products
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