Catherine McCullough, CPSM
Since 2006
Active
SMPS San Diego member
AEC marketing professional
Catherine leads all marketing, business development, financial management, and operations for McCullough Landscape Architecture, a California woman-owned Small Business Enterprise specializing in landscape architecture, environmental planning, and urban design. As President, CEO, and CMO, she has transformed the firm from its 1999 founding into an award-winning practice serving clients throughout California and internationally, with expertise spanning hospitality, retail, mixed-use, education, corporate, institutional, civic, and military projects.
Her comprehensive expertise includes strategic business development, brand management, proposal leadership, and professional services marketing for complex design projects. Catherine brings specialized knowledge in landscape architecture marketing, with deep experience supporting multidisciplinary design teams serving major clients including San Diego State University, City of San Diego, U.S. military installations, Gafcon, CityMark Development, Alexandria Real Estate, and Pacifica Companies.
With 25+ years in the AEC industry—including retail marketing leadership with Westfield Corporation before joining McCullough in 2001—she combines strategic vision with operational excellence while maintaining active engagement in professional development and industry leadership that advances the entire marketing profession.
Catherine demonstrates extraordinary leadership across multiple professional organizations at local, regional, and national levels. She served as At-Large Director on the SMPS Society Board of Directors (2018-2020), representing the Western United States and becoming the first landscape architecture firm representative on the national board. She earned Fellow of SMPS (FSMPS) designation in 2022, recognizing the highest level of professional achievement and sustained contribution to the marketing profession.
At the chapter level, Catherine served as President of SMPS San Diego (2014-2015) and founded the Lessons in Leadership Mentor Program, which she continues to chair. Her ongoing involvement includes Pacific Regional Conference Board member and past chapter leadership in membership, accommodations, and programs committees. Through these roles, she has mentored countless marketing professionals and strengthened the San Diego chapter’s reputation for professional development excellence.
Catherine’s leadership extends to commercial real estate through CREW San Diego, where she currently serves as President-Elect (2026) and will assume the presidency in 2027. She previously served as Director of Marketing + Communications (2022-2023), CREWmates Mentor (2019-present), and Marketing/Communications Committee Co-Chair and Education/Programs Liaison. At the national level, she serves on CREW Network’s Mixed-Use Council and previously served on the Communications & Editorial Committee.
Her thought leadership includes participation in the Urban Land Institute’s Marketing + Communications Forum and ULI San Diego-Tijuana’s Women’s Leadership Initiative. She maintains active involvement with the Fashion Institute of Design & Merchandising (FIDM) as Chapter President of the San Diego Alumni Association for 23 years, demonstrating sustained commitment to education and professional development.
Catherine has been recognized as a “Power Woman” at Bisnow’s Southern California Women Leading Real Estate Celebration and was a finalist for the San Diego Business Journal’s Women of the Year Awards, reflecting her influence across the real estate and design industries.
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