Laura Cullen

Captain
DISC Type : DS

VP Strategic Growth and Transformation at Digital Commerce Global

United Kingdom

Overview

Laura Cullen is a global eCommerce transformation leader, currently serving as VP of Strategic Growth & Transformation at Digital Commerce Global. Her career is defined by scaling digital commerce for top brands like Unilever, Barilla, and WPP, with a focus on AI-powered solutions. People who have worked with her describe her as bright, talented, and an expert.

While her public profile is focused on her professional achievements, her history of invention at a young age suggests a strong personal drive for innovation and creative problem-solving. She is a graduate of the University of Liverpool, where she earned a Bachelors Degree with honors.

Unique fact: While at Unilever, she became the companys youngest patented inventor for her work on personal care compositions.

Personality Overview

Long-Term Thinker

Consummate Professional

Decisive But Calm

Reading between the lines and seeing beyond your words comes naturally to them.  They might take some time to make their mind up but once they do, they don't change it easily. They exhibit a rare combination of being result-oriented but patient at the same time.

Topics They Care About

AI in Commerce
She frequently discusses moving beyond "AI hype" to find tangible commercial value and is focused on the rise of Agentic Commerce, as seen in her recent posts.
Strategic Growth
Her current role focuses on strategic growth and transformation. She recently supported DCG through a successful six-figure investment round and valuation increase.
Digital Transformation
Her career is built on transforming and scaling digital commerce functions for world-leading brands, including establishing a Centre of Excellence at Barilla.

Media Appearances

Laura Cullen - VP Strategic Growth and Transformation at Digital Commerce Global | The Org. Featured in The Org

See Now

Work History

10-2025
VP Strategic Growth and Transformation at Digital Commerce Global
6-2024 - 10-2025
Global Digital Commerce Director at Digital Commerce Global
6-2022 - 7-2024
Global Commerce Director at VML
1-2022 - 6-2022
Digital Commerce and Business Transformation Senior Consultant at Freelance
1-2021 - 1-2022
Global eCommerce CoE & Digital Shelf Content Lead at Barilla Group

Education

2016 - 2020
Bachelor’s Degree with honours from University of Liverpool
Education details unavailable from St Angela's and St Bonaventure's Sixth form

More Information

Social Presence :

Prographics :

Exp : 9 Location : United Kingdom Job Level : Senior Designation : VP Strategic Growth and Transformation at Digital Commerce Global
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Insights For Selling To Laura

During A Call Or A Meeting

DO's

  • Use phrases like 'your team deserves', 'best in class' etc.
  • During followups, use phone or text if needed, they should be fine
  • Suggest clear next steps with confidence, don't be vague or hesitant

DONT's

  • Avoid putting conscious effort into relationship-building
  • Don't take their patience for granted, avoid long-winding sermons
  • Don't focus too much on mutual contacts or bother about other stakeholders, focus on them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Laura is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Laura

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Laura move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Laura take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Laura

Personality Compatibility


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