Kristina Cerullo

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Case Studies

I approach marketing as both a strategic discipline and a creative process — focused on simplifying complexity, aligning teams, and building systems that drive measurable growth. Below are selected examples of how I’ve identified opportunities, led cross-functional execution, and delivered impact across ecommerce, brand, and customer experience.

Revival Animal Health | Scaling Ecommerce Conversion Through Structured CRO

Built a scalable CRO framework driving $1.6M in incremental revenue

Challenge

At CIMA Animal Health, I uncovered revenue leakage across the Revival Animal Health DTC ecommerce experience.

  • Heatmaps and funnel data showed friction across key pages
  • Healthcare and supplement categories lacked clarity for customers
  • Existing testing efforts were reactive and inconsistent

Approach

I led the shift from ad hoc testing to a structured, insight-driven CRO program.

  • Analyzed heatmaps, scroll depth, and funnel drop-off to identify high-impact opportunities
  • Led test ideation across homepage hierarchy, category merchandising, and PDP messaging
  • Focused on reducing cognitive load and increasing customer confidence in purchase decisions
  • Introduced weekly test reviews and aligned KPIs prior to launch
  • Partnered cross-functionally with creative, product, and analytics teams to ensure consistency

Impact

Generated $1.6M in incremental revenue through iterative testing

Established a repeatable CRO framework adopted across the organization

Improved add-to-cart rates and product discoverability

Key Insight

Conversion in healthcare categories is driven by clarity and confidence — and sustained growth comes from structured iteration, not isolated wins.

Shelter’s Choice | Repositioning a Stalled Product into a High-Growth Brand

Repositioned brand strategy driving 585% YoY growth and sustained momentum

Challenge

When I stepped into the Brand Marketing Manager role at CIMA Animal Health, I inherited Shelter’s Choice — a milk replacer line designed for shelters and rescues — that had launched with high expectations but stalled.

  • Performance had plateaued despite strong initial expectations
  • Brand strategy was based on the assumption shelters wouldn’t purchase Breeder’s Edge
  • Product overlap created confusion instead of incremental demand
  • Messaging lacked clarity and differentiation

Approach

Instead of adding more promotions or complexity, I focused on simplifying the strategy and aligning it with actual customer behavior.

  • Analyzed purchase data and identified that shelters were already buying Breeder’s Edge
  • Repositioned Shelter’s Choice around mission-driven storytelling and audience alignment
  • Anchored campaign to Adopt-A-Cat Month to create relevance and urgency
  • Partnered with a rescue organization and tied purchases to donations
  • Activated coordinated messaging across email, website, and social channels

Impact

Delivered 585% year-over-year growth

Achieved 77% month-over-month lift

Sustained 470% growth over the following six months

Transformed Shelter’s Choice into one of the fastest-growing brands in the portfolio

Key Insight

When something isn’t performing, the instinct is to add more — more messaging, more features — but often the real unlock is clarity grounded in customer behavior.

BuddyID | Responding to an Industry Registry Shutdown in Real Time

Onboarded 9,000+ new registrations in 60 days while reinforcing trust during a category disruption

Challenge

While I was Senior Manager of Brand & Marketing at CIMA Animal Health, a competing microchip registry, Save This Life, abruptly shut down — leaving thousands of pets effectively untraceable if lost.

  • Pet owners were panicking and seeking immediate solutions
  • Veterinary clinics were overwhelmed with questions and requests
  • Trust across the microchip registry category was shaken
  • The news broke late on a Friday, requiring rapid but thoughtful response

Approach

I led a cross-functional response focused on protecting customers, stabilizing trust, and positioning BuddyID as a reliable alternative.

  • Quickly aligned digital, customer support, operations, and partner teams to ensure readiness
  • Developed calm, safety-first messaging centered on protecting pets and supporting pet owners
  • Launched a rapid multi-channel communication strategy across website, email, social, and partner networks
  • Prioritized clarity and empathy to avoid appearing opportunistic during a sensitive moment

Impact

Onboarded 9,000+ new registrations within 60 days

Strengthened BuddyID’s reputation as a trusted, dependable registry

Stabilized customer confidence during a period of industry uncertainty

Positioned the brand as a leader in a critical moment

Key Insight

In high-anxiety, safety-driven categories, clarity, speed, and empathy are critical to building trust — especially when customers need immediate reassurance.

Promotional Strategy | Driving Profitability Through Smarter Incentives

Improved margins by 3–5% while increasing AOV and shifting customer behavior

Challenge

At CIMA Animal Health, I supported the Revival Animal Health DTC ecommerce business, where promotional strategy relied heavily on sitewide discounts to drive revenue.

  • Frequent discounting was eroding margins
  • Customers were being trained to wait for sales
  • Limited visibility into what promotions were truly incremental
  • Short-term gains were undermining long-term profitability

Approach

I rebuilt the promotional strategy using data and behavioral insights to drive more efficient growth.

  • Analyzed historical sales data to identify incremental vs. non-incremental demand
  • Partnered with analytics to isolate where discounts were unnecessary
  • Developed a targeted promotional framework tied to customer behavior
  • Shifted focus to product trials, bundling, and basket-building strategies
  • Reduced reliance on blanket sitewide promotions

Impact

Improved margins by 3–5%

Increased average order value (AOV)

Reduced dependency on discount-driven purchasing behavior

Drove more consistent, full-price customer engagement

Key Insight

Promotions should reinforce strategy — not undermine it. Disciplined, data-led targeting can drive both growth and profitability.