To work with positive, energetic, performance driven people that are committed to the priniciple of ongoing continuous improvement and value integrity, service to others, creativity and fun.
I’ve had an interesting career path, split between pursuing my elite amateur sporting dreams and developing my skills as a marketing and communications professional. For the first 10 years of my working life, I worked predominantly as a consultant or contractor, juggling full-time training commitments with earning money to travel overseas to compete. During this time, I represented Australia five times in two sports – athletics and bobsleigh (fionacullen.com.au). Suffice to say that I’ve applied the lessons learned from my elite sporting career to the business world where I continue to clear hurdles every day.
Strategic Marketing, Communications & Brand Ideation
When I retired from sport, my broad experience was exactly what UniSport Australia was looking for. As the National Sponsorship and Marketing Manager, I spent five and a half years securing and servicing commercial partnerships, developing and driving marketing strategy, and promoting sporting events for university students. The thing I loved most in my role at UniSport was leading my team, working with university interns, and facilitating the student leadership program called “Be the Influence”. There is nothing more satisfying than helping another person to be their best.
I realise now that’s what I’ve been doing all along. Working with business owners to understand who they are and what they stand for (their ‘WHY’), and then position them in the market so they can have meaningful conversations with their target audiences.
During my tenure at Brio Group as a Senior Marketing Strategist, I realised my approach to marketing strategy had been right all along - marketing and communication are about influence, persuasion and behavioural science. I learned and evolved my approach to brand Discovery, Mapping and Awakening whilst combining the principle of Simon Sinek's The Golden Circle, neurolinguistic programming models of communication, archetypal theory, motivational theory and facilitator skills to predictably and effectively lead clients through a process of brand discovery that resulted in the definition of their own brand personality and brand story.
Once the brand was discovered and mapped, my role was to help each client, with the help of the Brio Group creative team, awaken their brand visually, linguistically, and practically. We achieved this by developing and delivering fully integrated rolling 90-Day strategic marketing plans in collaboration with each client and their key stakeholders to embed their new brand story, language, and graphic elements into every possible brand touchpoint. This process made it difficult for competitors to copy and became the ultimate differentiator for those brands in the market.
Currently, at Redman Solutions, I’m part of a team and a company that has a clear purpose and values that inspire me. We are a performance organisation that embraces change, innovation, and collaboration. We build partnerships with councils and support them with thoughtful solutions to improve effectiveness, engagement, and responsiveness so that their teams, communities, and environment can flourish.
Outside of the university sector, I have worked across a wide range of marketing disciplines from PR consultancy to in-house marketing for professional services firms. I’ve worked with all levels of government as event stakeholders and I have worked as an internal communications officer for State government to develop interdepartmental communications plans liaising with operational employees to policymakers and everyone in between.
Major achievements this skill set include:
Develop and deliver integrated marketing campaigns annually for a portfolio of up to 20 national and event-specific sponsors aimed at engaging the university student market, generate sales, and increase brand awareness.
Created an organisation wide strategic marketing and communication plan for Australian University Sport that integrates with the organisation strategic plan.
Develop and manage the AUS corporate brand, Unigames brand, Uniroos brand, and publication production including application and use of those brands by all 42 AUS member universities.
Grown the Australian University Sport social media following from infancy to just under 30,000 direct followers across four main channels (Facebook, Twitter, Instagram, YouTube) with a reach of 1,314,348
Instigated the incorporation of live stream broadcast via YouTube into Unigames events and manage the annual broadcast schedule in collaboration with our supplier and sell all related advertising spots.
Relationship Cultivation & Team Leadership
I have been very lucky to have worked with an incredibly diverse range of personalities, skill sets, age, and backgrounds. In many of my roles, I have been required to recruit, induct, inspire, equip and collaborate with clients, suppliers, staff, interns, and volunteers either based in head office or in interstate offices to deliver annual marketing plans and activities. In my experience leading and working as part of a team - whether you work in the cubicle next to your colleagues or they are based interstate - the most crucial ingredient for success is transparency.
The key to work and life is managing expectations. As a leader and manager, I have found it is imperative that each member of my team has a clear and transparent understanding of what the organisation or project needs them to deliver. So the number one step I take when establishing a new working relationship with a client or colleague is to establish expectations and then manage those expectations so I build trust and start producing results quickly. I have found that this approach also establishes shared responsibility and negates the need to micromanage.
Many times, in the lead up to an event or a key project milestone I have held a leadership role and I identified an issue or challenge which threatened to impact the delivery of the project on schedule. But every time I was able to lead the team successfully to delivery, despite the setback. How did we achieve this? Simple. We didn’t focus on what hadn’t been done or make anyone 'wrong' for the setback, we focused on what needed to be done to achieve the desired outcome. Then we made sure every team member had the necessary support, tools, information, and coaching they needed to get the project back on track.
Sales & New Business Acquisition
I have held a number of new business acquisition roles throughout my career. In my role at AUS, I procured and maintained a $400,000 annual sponsorship portfolio without the benefits of broadcast or alcohol sponsors. I have extensive experience preparing proposal documents that are easy to consume and designed to provide the client or sponsor with all the information they require to pitch to their key decision-makers and get a 'yes'.
ROLES - PAST AND PRESENT
Marketing Manager, Redman Solutions (Oct 2017- Present)
Chief Marketing Officer, Console Group (February 2017 - July 2017)
Strategic Marketer and Senior Account Manager, Brio Group (May 2016 – February 2017)
Marketing and Sponsorship Manager - Australian University Sport (September 2010 - May 2016)
Sales Consultant – Onirik (January 2010 – August 2010)
New Business Acquisitions - Marketplace Communications (Jan 2009 - Dec 2009)
Senior Communication Officer - Queensland Government Environmental Protection Agency
(May 2007 – Dec 2008)
Marketing Consultant - Praeger Batt Solicitors & Quantec McWilliam Consulting Engineers
(Nov 2004 – Apr 2007)
Seventh fastest Australian female 100m hurdler of ALL-TIME
Five-time Australian representative
2002 and 2006 Commonwealth Games
2006 World Cup in Athletics
2007 World Championships in Athletics
2011 World Championships in Bobsleigh
BACHELOR OF BUSINESS
QUEENSLAND UNIVERSITY OF TECHNOLOGY (2001)
- COMMUNICATIONS MAJOR
- PUBLIC RELATIONS EXT. MAJOR
- FRENCH MINOR
NLP BASIC TRAINING
MSGM STRATEGIC M'MENT
FLUENT IN FRENCH
ADOBE CREATIVE SUITE
- PREMIER PRO VIDEO EDITOR
- WORD PRESS
- MICROSOFT OFFICE
- FILE MAKER PRO
AVAILABLE UPON REQUEST
2010 - present
2010 - present