About Me
I’ve always had a passion for animals and animal health, which led me to pursue my degree in Animal Science at the University of Connecticut. Along the way, I also discovered a love for writing and business, so I complemented my studies with minors in English and Agribusiness Management. That combination of science, communication, and business ultimately shaped the path my career would take.
After graduating, I began my career at SmartPak Equine on the customer care team. That experience gave me the foundation for the customer-centric philosophy that still guides my work today. When you truly put the customer first and focus on solving their needs, business success tends to follow naturally.
During my time at SmartPak, I transitioned into marketing roles and had the opportunity to work on campaigns that directly supported equine health and wellness. Over nearly a decade with the company, I gained experience across ecommerce marketing, brand campaigns, and lifecycle programs while helping drive growth in the equine healthcare category.
Career Journey
SmartPak Equine
Customer Experience → Marketing
2012-2022
I started my career at SmartPak working directly with horse owners and customers. That hands-on experience gave me a deep understanding of the real challenges animal owners face and shaped the customer-first approach that defines my marketing philosophy.
Over time I moved into marketing roles where I worked on ecommerce campaigns, lifecycle marketing programs, and healthcare-focused initiatives designed to educate customers and support equine health.
This experience gave me a strong foundation in ecommerce marketing, customer behavior insights, and data-driven campaign strategy.
CIMA Animal Health
Marketing Leadership
2022-2025
After ten years at SmartPak, I moved into marketing leadership roles at CIMA Animal Health, where I worked across both sides of the business:
- Revival Animal Health, a direct-to-consumer ecommerce brand serving veterinarians, breeders, and animal professionals
- Creative Science, a B2B brand focused on veterinary distributors and industry partners
In these roles I led marketing programs across multiple channels, built integrated campaigns, and owned the end-to-end customer journey across several customer segments and distribution models.
Core Marketing Strengths
Brand & Portfolio Strategy
Developing positioning and marketing strategies that support growth across complex product portfolios.
Go-to-Market & Product Launch
Planning and executing product launches and integrated campaigns across ecommerce, digital, and distributor channels.
Ecommerce Growth & Conversion Optimization
Improving digital performance through merchandising strategy, testing, and customer journey improvements.
Cross-Functional Marketing Leadership
Collaborating across marketing, product, sales, analytics, and creative teams to bring strategies to life.
Lifecycle & Customer Marketing
Designing CRM and lifecycle programs that strengthen customer relationships and drive long-term value.
Data-Driven Marketing & Analytics
Using customer insights, testing, and performance data to guide marketing strategy and continuously improve results.
Beyond Marketing
Outside of work, I spend much of my time with my two sporting dogs, competing in a variety of canine sports including dock diving, frisbee, Fast CAT, Barn Hunt and more.
I also grew up riding horses and owned a Quarter Horse mare named Cocoa for more than twelve years. While I don’t currently ride, horses remain an important part of my story and a big reason why I’m so passionate about the animal health industry.
At home, life is equally active with my 4-year-old son and 1-year-old daughter, who keep me on my toes and remind me daily of the importance of curiosity, patience, and a sense of humor.
Kristina Cerullo 