Hi! I'm Kristin
Throughout my marketing career, one guiding question has shaped my approach:
What inspires people to take action?
Whether building trusted brands or developing efficient, scalable processes for creative teams, I focus on delivering work that drives results and enables excellence. This perspective keeps me grounded in purpose, impact, and continuous improvement.
Kristin Frank
SR. CONTENT MARKETING & PROJECT MANAGER
Specailties:
Brand Building • Content Strategy • CPG + B2C Writing
Project Management • Learning & Development Process Innovation
Industry Experience:
Agency • Corporate • National CPG Retail • QSR
Global Hospitality • Small Business • Private Label
Years of Experience:
20
Email:
EXPERIENCE
2024 - PRESENT
Sr. Copywriting Manager
Proprietary Brands Packaging & Website PDP
2018 - 2024
Copywriting Manager,
Proprietary Brands Packaging
2016 - 2018
Sr. Copywriter
2013 - 2016
Sr. Digital Marketing Specialist
+ Lead Copywriter
2011 - 2013
National Social Media Manager
2009 - 2011
Field Marketing Coordinator
North America Division
2006 - 2009
Advertising Project Manager
+ Traffic Coordinator
PETSMART
• Lead and develop a high-performing content team supporting 24 brands and 6K–8K products annually across digital and packaging touchpoints.
• Define and execute omnichannel content strategies that enhance the customer journey, driving engagement, conversion, and brand consistency.
• Conduct digital content audits (MOZ, Semrush, Keyword Planner) and leverage SEO analytics to identify gaps, optimize, and inform data-driven decisions.
• Partner cross-functionally with merchandising, brand, design, and product teams to improve content discoverability (taxonomy, search), navigation, and overall digital experience.
• Spearhead PetSmart's digital content initiative to streamline workflows, clarify ownership, and scale content development across a complex brand portfolio.
• Establish content standards and reusable, scalable frameworks to ensure quality, consistency, and compliance across channels.
• Integrate emerging technologies (e.g., LLMs), consumer insights, and trend forecasting (WGSN) to enhance efficiency, innovation, and content effectiveness.
Awards: 65 peer recognition awards for leadership, upholding business values, and collaboration.
PETSMART
• Lead and develop a high-performing content team supporting 24 brands and 6K–8K products annually across packaging and in-store marketing.
• Use analytics and consumer insights to drive content strategy, governance, and compliance within highly regulated product categories, including packaging labeling requirements and AAFCO guidelines.
• Spearhead the packaging writing process, optimize for improvements, and design learning and development programs and content libraries to improve scalability and quality.
PETSMART
Brands Supported: PetSmart, PetSmart Charities, Kong, Only Natural Pet, Thrive, Dentleys, Exquisicat, Top Fin, Viva La Kitty, Wiggles & Wags, All Living Things, Full Cheeks, Whisker City, Yum Well, Arcadia Trail, Joyhound, OMG Surprise!, Top Paw, Merry & Bright, Simply Nourish, Thrills & Chills, Life of The Party, Tiny Tales, Good Natured, Grreat Choice
HI-HEALTH CORPORATION (SUPPLEMENTS)
• Partnered with fitness, athletic, and medical experts to develop integrated omnichannel campaigns that strengthened brand credibility and consumer engagement with our supplements.
• Managed editorial calendars and wrote for blogs, social media, paid search, and email marketing to support campaign execution and performance goals.
• Translated and simplified complex product science and technical benefits into stories that resonate and drive understanding.
• Authored compliant private-label packaging copy and retail marketing content in accordance with food safety and dietary supplement regulations, including DSHEA.
• Developed claims, marketing assets, and product education for both online and in-store channels in collaboration with creative team, ensuring alignment with company objectives and brand positioning.
• Monitored marketing performance (KPIs) post-launch, including impressions, open and click-through rates (CTRs), and PDP heatmap analysis.
MERITAGE HOMES
• Owned enterprise social media and reputation management strategy, aligning digital engagement with revenue and brand growth objectives while managing a $60K annual budget.
• Implemented advanced social monitoring systems to identify market opportunities, mitigate risk, and prioritize high-impact interactions—driving consumer trust and contributing to four home sales.
• Partnered with senior leadership and customer experience teams to develop real-time response protocols for homeowner and prospect inquiries efficiently.
• Established performance analytics and reporting to measure audience growth, engagement, and reach, increasing social following by 13K+ in 18 months.
Awards: Best Social Program for a Production Builder 2013 Awarded by The Home Builders Association of Metro Orlando Sales; Best of Houzz 2013; Best of Houzz 2014
STARWOOD HOTELS & RESORTS WORLDWIDE
• Supported 40 hotels and resorts across the Southwest region in executing integrated marketing campaigns to drive brand awareness and ROI.
• Managed end-to-end campaign execution across regional, national, and property-led initiatives, partnering with agencies to deliver integrated marketing assets.
• Implemented SEO and content strategies that improved organic visibility and increased traffic across property websites.
• Served as SEO and Social Media strategy lead, identifying emerging platforms, training cross-functional teams, and optimizing landing pages with keyword-driven content.
• Executed Starwood's first North American Cyber Monday social campaign, accelerating early demand and advanced bookings.
Brands Supported: St. Regis, The Luxury Collection, W Hotels, Sheraton, Westin, Le Meridien, Four Points, aloft, Element
THE SANTY AGENCY + YOUNG & LARAMORE
• Managed advertising collateral production schedules and workflows to ensure on-time, on-budget delivery of client campaign assets.
• Coordinated media trafficking and vendor distribution to support seamless multi-channel campaign execution.
• Co-organized Phoenix Children's Hospital's fundraising gala and first raffle to support foundation efforts.
• Launched the agency’s SEO program, optimizing keyword strategy, PPC copy development, and competitive trend analysis for 12 client accounts.
EDUCATION
BACHELOR'S DEGREE
Advertising
+ Telecommunications
BALL STATE UNIVERSITY
School of Journalism and Strategic Communication
AGILE CERTIFICATIONS
SCRUM ALLIANCE
CSM® Certified Scrum Master
+ CSPO® Certified Product Owner
Scrum Framework and Agile Product Delivery
UX DESIGN CERTIFICATE (IN PROGRESS)
Google UX Design Professional Certificate
COURSERA
Online Courses in Partnership with Google
TOOLS & PLATFORMS
Workfront Project Management Platform
Advanced Excel
SAP (PIM) / SharePoint
Miro & Lucidchart Diagramming
Large Language Models (LLMs)
CMS Platforms & HTML Coding
PROJECT WORK
BRANDS I'VE WORKED WITH
