About Merrill

Merrill Fullerton Consulting draws upon years of experience in a range of fields in order to provide CMO-level management advice to organizations of all sizes and stages of development.

Diverse Experience

Merrill Fullerton is an award-winning Communication and Advertising Accredited Professional (CAAP) with expertise in product management, strategy, innovation and business development. Prior to founding Merrill Fullerton Consulting, Merrill spent more than a decade at Atlantic Lottery Corporation leading product and marketing teams, and fostering a growth mindset.

B2C and B2B Expertise

Merrill has over 20 years experience across a variety of B2C and B2B sectors and channels, including lottery and gaming, health care, manufacturing, automotive, and post-secondary education. In addition, Merrill’s career has also included senior marketing agency roles, political campaign management and journalism. Merrill’s breadth of roles helps to provide a 360-degree perspective when developing plans and providing advice.

Impacts

While serving in a variety of management roles with various organizations over the past two decades, Merrill has made significant impacts:

Digital:

  • 140,000 online account acquisitions in less than 6 months

  • 400% growth in digital revenues

  • 30,000+ new social media followers

Retail:

  • 34% growth in CPG sales

  • Reversed customer base declines

People Leadership:

  • 90% positive employee engagement scores

  • Coached and developed countless marketing leaders

Profit and Efficiencies:

  • $15 million gross profit growth

  • $1 million in savings and efficiencies through portfolio changes and vendor negotiations

Business Development:

  • Delivered contracts in excess of $500,000/year for marketing agencies

Earned Media:

  • Spearheaded PR strategy that generated more than 200,000,000 impressions, representing more that $1.9 million in earned media value

Awards and Recognitions:

  • ICE Award for ambient media

  • Batchy Award for TV advertising