Jeff Cullen was a model agent and boss of Rosie Webster. While having a drink at the Rovers, he approached Sally Webster and Gail McIntyre and offered to buy them a drink. However he was more attracted to Sally (not knowing that she was Rosie's mother), and took her out for a meal. Sally saw Jeff again in September 2011 when he was escorting Rosie back from her modelling trip. His and Sally's spark was instantly reignited and Jeff invited Sally out to Nick's Bistro. Sally had recently spent the night with Kevin who jealously saw them kissing.