Managing Director


Sue Coulson’s experience within business development solutions spans over 20 years across many different industry sectors in both a commercial and not for profit environment.  Sue founded Coulson Associates in 2011 and her aim was to build a business which enables her to support organisations across projects to help develop, sustain and grow by utilising different business development support such as telemarketing, lead generation, account management of existing accounts either on a telephone or face to face scenario across different industry sectors. Other key areas of the business utilise Sue’s previous experience in commercial and not for profit environments in areas such as customer service, training, marketing, recruitment, strategic planning and advisory solutions.

Sue is down-to-earth and friendly; yet hands on and practical. She has the ability to see the ‘bigger picture’ but also has a pragmatic approach to current issues and challenges. She is seeking challenging non-executive roles, that will enable her to support and guide business enhancement. Sue offers evidence and insight to support, enhance and validate management decision-making, an invaluable skill in any non-executive or advisory role.


  • Charity/Not for Profit
  • Recruitment
  • Sport, Leisure & Travel
  • Business Transformation
  • Hospitality
  • Professional Business Services


  • Managing Director
  • Operations Director
  • Non-Executive Director/Chairman
  • Founder


  • Start up
  • Early stage
  • Up to £5m t/o
  • £15m - £50m t/o
  • £50m t/o +


Director Coulson Associates Ltd July 2011 - Ongoing “We help you open doors to key decision makers to grow and develop your business” Coulson Associates Ltd are a global outsourced provider of business development solutions. Founded in 2011 by Sue Coulson we are based in Windermere, Cumbria. Our client base includes SME’s and larger international organisations working on short, medium and long-term projects. We pride ourselves on delivering a quality consultative approach to build people relations and networks to grow and develop new and existing client base. Our aim was to build a business which enables our resources to help organisations develop, sustain and grow by utilising different business development support services which include business planning and support, sales advice, support and implementation, specialist business diagnostic advisory services, mentoring, marketing, event management, training/workshops and networking with professionals to help make introductions which are appropriate for the organisations we work with and their business growth in line with their strategic planning and enabling them to achieve their objectives. Other key areas of the business utilise the team's previous experience in commercial and not for profit environments in areas such as due diligence of people, sectors and organisations, interviewing, event management, day to day operational support, sales and customer service team mentoring, training, strategic planning and specialist advisory services. Examples of recent client projects  Business Advisor for Cumbria Growth Hub and Business Start -up schemes  Delivery Partner for the Family Business Network, part of the Cumbria Business Growth Hub  Delivery of “steps to grow and develop your business” workshop to various networking groups, internal and external client teams  Mentor and business development specialist for a start- up company involving a graduate career social media tool  Mentor of NEA scheme for Cumbria Chamber of Commerce  Consultative appointment setting campaign to help generate qualified meetings for senior management within a Global HR organisation  Lead generation, research and appointment setting campaigns for a client within the employer communications industry in Asia  Data cleansing and appointment setting campaigns for a Private Equity client who are interested in purchasing and introducing potential investors to organisatons with a turnover of 5m to 500m  Advising on an International Sales and Marketing strategy for a food producer in Cumbria  Business research exercise to assist with competitor analysis for potential new desktop solution into the Call Centre market  Working in partnership with the Lakeside Hotel and Spa on Windermere via telemarketing and networking, to assist in promoting their conference and meeting facilities  Facilitator for business owners, board level, management or team meetings to help ensure a focused approach and outcomes/objectives for the meeting are achieved  Telemarketing and Account Management campaign for an engineering firm based in the North West to assist in generating new business and organic growth of existing clients  Implementation of Business Development strategy for a leading independent executive search firm operating at Board and functional leadership level  Lead generation project for an employer engagement specialist to source and provide organisations to engage onto training and/or apprenticeship programmes.  Delivery of Graduate telephone interviews for a top 100 graduate employer within the Professional Services industry  Due diligence project to help a client within the financial services sector understand salary levels of their competitors for different job roles within their organisational structures  Mentor and business development specialist for a start- up company involving a graduate career social media tool  Business and PR strategy campaign for two hotels on specific promotions
Advisor to the Board Kloodle March 2014 - May 2015 Kloodle is a social network set to revolutionise the way that graduate recruitment is undertaken. Kloodle facilitates and supports a dynamic graduate recruitment process by creating collaborative online communities between students, employers and universities throughout the duration of students’ studies. Kloodle gives students a platform from which they can build dynamic, evolving Personal Profiles and gives employers a facility via which they can access specific graduate candidates based on qualifications and skills, resulting in efficient and cost effective graduate talent acquisition. Advisor to the Board To act as a Business advisor to the board, to assist in development of kloodle as well as a mentor to the management team to enhance their commercial skills in terms of business planning and leadership and management skills for a fast growing start–up business. Fylde Coast YMCA (acquired YMCA National Centre, Lakeside in April 2008) Fylde Coast YMCA is an inclusive organisation providing high quality services and activities across Health and Physical Activity, Housing, Outdoor Education, Childcare and Training sectors. The Lake District centre has over 50 years experience of pioneering and delivering quality training and development programmes to School, Youth and Adult groups, providing a unique, safe and challenging environment for all. The outdoor activity centre is a 'not for profit organisation' and educational charity that inspires people to fulfil their potential through challenging outdoor activities and classroom based experiences
Business Development Manager Fylde Coast YMCA (Formerley)Lakeside YMCA September 2008 - July 2011 To develop, promote and manage Lakeside’s business development and client liaison team for all business areas including Professional Development and Young People in accordance with the mission of the YMCA and to ensure its long term sustainability and success. To operate as part of the Senior Management Team including representing the YMCA National Centre, Lakeside at all levels of business, working at a local, National and International level to oversee and develop external relationships, playing a leading role in networking, event management and building professional relationship not only with existing and potential clients, but also with potential sponsors and partnerships Key achievements  Implemented agreed targets for both individuals and team, managing a performance related incentive scheme  Created and introduced day to day processes and efficient reporting to ensure smooth internal working operations of the business development team and across the rest of the departments  Redefined business strategy as part of the management team which resulted in the centre achieving a profit for the first time in over 10 years  Set up Service Level Agreements for all major clients to ensure sustainability and growth of existing clients  Grew the Professional Development client base by 15% in year 1  Through challenging economic times worked closely with schools and youth organisation’s to support our ongoing work and ethos of giving all young people an opportunity
Manager, Group Business Development Operations Work Group Plc (acquired Armstrong Craven in October 2005) September 2003 - September 2008 Provides HR Consulting Services through three integrated streams: Armstrong Craven, who focus on research-led headhunting and intelligence provision. Workcomms for communications expertise, and Work Resourcing for process design and execution. Manager, Group Business Development Operations A brand new home-based role, leading group business development operations, which was established on the back of the success of the Armstrong Craven function. The role supports all business development activity across the group- Work Resourcing, Work US and Armstrong Craven US. Manager, Business Development Operations Leading a dedicated in-house business development function, supporting a team of Business Development consultants and managing four executives. Responsible for approaching prospective and existing clients to introduce and promote the services of Armstrong Craven on a global basis in order to generate new clients. Devising and executing targeted business development campaigns in line with the strategy of the business. Liaising with the Business Units across the 5 industry practices (Financial and Professional Services, Healthcare, Technology, Industrial and Consumer) in order to determine the business development support they require to grow the unit. (Cross selling opportunities, identifying and approaching key decision makers, assessing needs and setting up appointments) Key Achievements  Transformed the business development operation which has contributed to the significant growth of the business. Achieving on a consistent basis individual key performance indicators whilst mentoring and supporting new members of the team, resulting in developing skills to move through the organisations routes to progression model.  Successfully launched several business development campaigns and built strong relationships with clients which culminated in the business development executive team achieving their quarterly financial target.  In 2007 supported the launch of the New York Office.  Developed existing reporting systems for communications across the business development team and for presentation purposes at business development meetings.  Recruited and developed a team of business development executives, ensuring that they were able to effectively contribute to the business development executive targets within their probationary period. In addition, setting KPIs and performance plans with all members of the team and providing on-going support.
Senior Account Executive Broadsystem (News International) April 2002 - July 2003 Reporting to Account Director and playing a key part of the client services team, worked closely with sales and marketing managers to maximise organic growth with existing and new accounts in the direct marketing industry, pitching for new business and managing campaigns from conception to implementation and delivery. Key Achievements  Proctor and Gamble – Inbound promotional telephony across automated (IVR) and live call centre operations. Successfully pitched for the first fulfillment campaign, which increased revenue by 50%.  Family Assurance – IVR used as tool for capturing data in response to DRTV advertising. Revised reporting procedures, which increased the achievement of SLA from 50% to 100%.  MBNA – outbound acquisition telemarketing campaign. Represented 80% of the revenue generated from outbound projects. Grew the business by 100% with the successful launch of three new campaigns fro additional products.
Sales Manager LBM December 2000 - April 2002 UK's leading contact centers providing inbound, outbound and blended contact solutions for blue-chip brands across the UK Responsible for working closely with business development managers and account managers to maximize sales and marketing of corporate business solutions for business to business and FMCG, within a highly a highly competitive and target driven environment Key Achievements  Managed a large team of telesales advisors ensuring that they met their agreed Key performance indicators and objectives.  Liaised with major blue chip clients at all levels to ensure that project outcomes were effectively communicated to the rest of the team.  Delivered high standards of staff training and development to ensure that targets were met resulting in a highly effective team with low staff retention.
Sales Executive covering Ireland, Midlands and North-West Stylo Matchmakers PLC February 2000 - December 2000 Responsible for three key areas on delivery of business targets. Reporting to Sales Director. Within a team of 16. Worked within the internal sales team, generating New Business and maximising existing business. Key Achievements  Increased turnover of initial 2 areas by 60%, resulting in being given extra responsibility and territories