Larissa Rolland, Mba Email & Phone Number

Advance, Nc, Us

Product portfolio management of $100M Playtex Bra business, #2 National full figure bra brand in the U.S.• Manages the multi-channel product strategy for Playtex Bras across all channels of trade – Mass, Mid-Tier/Dept Store, Off-Price, and Ecommerce.• Leads product strategy for seasonal product design and development from concept to consumer, utilizing consumer insights and data to drive strategy and partners with cross-functional teams, including design, product development, planning, internal and sourced manufacturing for go-to-market execution including pricing strategy, packaging, promotions, and POS.• Leads optimization of brand specific PDP assets images/video, product name, SEO, and development and execution of digital marketing campaigns for Amazon and online retailers resulting in an increase in Ecomm penetration of 30%.• Works in conjunction with the Amazon team to implement strategies to increase profitability and revenues for Amazon including the development of exclusive styles, optimization of PDP assets, development of A+ Page content, optimization of Playtex Brand Shop, and implementation of campaigns for email marketing, banner ads, social posts resulting in 24% YOY increase in sales.• Led optimization of retail product merchandising and assortment at Walmart resulting in +25% in sales and productivity.• Effectively managed excess inventory and sku reductions to reduced finished goods inventory by 20%.• Leads social media plan and relaunch of new brand positioning on Facebook, Instagram and TikTok including a the creation of a viral TikTok campaign with Marketing intern to boost brand awareness that garnered 1M views.

Managed strategic creative marketing initiatives for Hanes Women’s Innerwear, Bali, Playtex, Maidenform and Just My Size brands for the U.S. and Wonderbra, Hanes, Maidenform, and Champion innerwear brands for Canada.• Led the creative strategy and successful execution of key strategic creative projects across cross functional departments for HBI’s high profile Intimates brands and managed the transition and consolidation of creative service activities for Canadian Innerwear.• Provided leadership for creative projects for numerous product launches including packaging, in-store merchandising, promotional materials, and creative content for digital marketing campaigns for display ads, OLV advertising, eblasts and social media. • Creative lead for launch and ongoing maintenance of balibras.com. Managed execution of creative content, PDP on-model and off-model photography shoot and shot selection, PDP layouts and copy, homepage monthly creative, and development of Fit Finder application leading to an increase in overall B2C sales of +31%.• Managed the consistent use of brand messaging, image, logo and trademarks for all Brand projects and led the strategic rebranding effort for Just My Size, Hanes Ultimate and Playtex Intimates brands developing visual standards and branding guidelines.• Managed PDP photography shoot process and execution for on-model and off-model assets for balibras.com and Hanes.com for multiple categories.• Managed multiple external agencies, freelancers and vendors in the development and execution of all creative projects. Selected appropriate agency or freelancer for each creative project with regard to price, quality of work, pricing and delivery. Managed multiple Creative Services department contractors.

Responsible for general management of company’s top division for artist screen printing inks, accessories, emulsions, and kits.• Responsible for general management of company’s top division for artist screen printing inks, accessories, emulsions, and kits. • Managed product portfolio through sku rationalization and margin analysis and championed long term portfolio strategic direction.• Managed social media platforms and developed monthly content plan to drive vendor engagement resulting in double digit growth of Facebook, Instagram and YouTube followers. Conducted monthly social media analysis using online analytics to facilitate the most engaging content plan strategies. Managed multiple artist relationships in the emergence of influencer marketing.• Directed external agencies in development of compelling creative assets, packaging design, POP, and sales collateral.• Developed and executed major trade shows for product showcases and sell-in to traditional and mass art channel retailers.

Owner and operator of virtual Marketing/Advertising Agency with clients in Furniture, Veterinary and Non-profit industries. • Created a contract based virtual ad agency providing strategic marketing, creative design, public relations, website design and social media services through the management and coordination of multiple freelance graphic designers, copywriters, web developers, and P.R. experts to provide affordable solutions for clients’ marketing and advertising needs.• Led key marketing and public relations initiatives for Magnussen Home Furnishings, Hillsdale Animal Hospital, and the non-profit organization Charity Chicks. Worked directly with companies’ CEO, President and owners to implement all marketing initiatives.

Managed strategic initiatives for primary agency accounts representing $1M in billings.• Led development and implementation of strategic marketing plans for key clients working directly with Sr. Management and was responsible for development of $750K cost saving initiative of streamlined photography process and sales materials production. • Assisted Agency owner in new business development pitches to increase client base. • Supervised daily activities of Account Coordinators and Account Manager.

Managed successful launch of the Better Homes and Garden furniture collection license resulting in $20MM of incremental sales with a projection of an additional $50M annually.• Developed product launch sales strategy resulting largest national retail roll-out for a new furniture collection launch in the industry.• Developed and implemented a strategic marketing communications plan including national Print, T.V. and Radio advertising, direct mail, circular ads, national P.R. in-store launch event program for retailers with interactive design presentation by Better Homes and Gardens Editors and secured sponsorships with a feature on Extreme Makeover Home Edition. • Managed the development of bhgfurniture.com including the site design, site navigation, PDP image assets, SEO and site content. • Managed licensee/licensor relationship with BHG and developed licensing guidelines for future licensing opportunities in other categories.• Directed photography and video shoots for print and digital for use on website, product catalogs, promotional videos, and advertising..

Managed $100M Keds, Starter & Walmart Private Label sock businesses.• Responsible for general management of two of the company’s fastest growing licensed brands Keds and Starter. Worked directly with major licensors Exeter/Nike and Stride-Rite to champion new product launches resulting in $3M annual sales.• Oversaw strategic direction and new product development for five Walmart Private Label sock brands totaling $75M in sales.• Set strategic direction and executed plan for new products including pricing, packaging, promotions, sales forecasts, and inventory.

Managed $30M Just My Size Underwear business, #1 Plus Size Women’s underwear brand.

Managed key initiatives for $31M Kids Licensed Underwear Business.

Managed Hanes Men’s Underwear $75M Boxer Brief business and key initiatives for Hanes Tagless T-shirt launch.

Managed key initiatives for $3B Newport brand the second largest cigarette brand in the U.S.

Master Of Business Administration - Mba, Marketing

Certificate In Digital Marketing Science

Bachelor’S Degree, Business Administration And Management, General