HI, I’M FRANNIE SHELLMAN
I market places people love.
I’m a New York City marketing leader with 18 years in place and destination marketing, brand, and B2B. Right now I’m Head of Marketing at Industry City, a 35-acre, 6-million-square-foot campus on the Brooklyn waterfront that’s home to 700+ companies. It has to work as a real estate asset, a destination, and a community all at once.
That’s my specialty: complex places where the audience is never just one person, and the brand has to work for tenants, visitors, partners, and leadership at the same time. Before Industry City, I was Head of Marketing at Showfields, and before that I led retail marketing at American Dream, one of the largest retail and entertainment destinations in North America. I started in magazines at Condé Nast and Hearst, where I learned where marketing, style, and pure hard work meet, mostly by doing all three at once.
WHAT I DO
Places with more than one audience. Whether it’s companies leasing space, the tenants already there, or the public walking through the door, I build marketing that works for all of them without diluting the brand for any of them.
Big moments, start to finish. Store launches, grand openings, venue partnerships, and Black Friday at a mega-mall. I like a plan with a lot of moving parts and a hard deadline.
Brand, social, and content. Full rebrands, social strategy, campaigns, and copy that sounds like a person, not a press release.
Community and partnerships. Tenant programs, brand collaborations, and partner events that make a place feel like a community, not a building.
And yes, AI. I use it carefully and without the slop, to help lean teams build systems and do great work.
Check out my experience
