Nita Rollins is a profoundly cross-disciplinary thinker, marketer and writer,
whose expertise encompasses marketing strategy, film theory, fashion
history and product design. She is co-author of The Open Brand: When Push
Comes to Pull in a Web-Made World, co-authored with Resource Interactive
president Kelly Mooney, and author of the forthcoming Cinaesthetic
Wondering: The Beautiful, the Ugly, the Sublime and the Kitsch in Post-
Metaphysical Film (University of California Press, 2008).
Nita currently serves as Director of Thought Leadership for Resource
Interactive, one of the nation’s preeminent digital marketing agencies with a
client roster that includes Best Buy, The Coca-Cola Company, Procter & Gamble, Wal-Mart, Victoria’s Secret,
and Hewlett-Packard. She has oversight of the knowledge ecology of the firm—the discovery, refinement, and
utilization of key insights in client work, marketing collateral and thought leadership initiatives. Chief among
the latter was the firm’s 25th anniversary client symposium, iCitizen, which Nita spearheaded. The symposium
brought together Resource’s blue chip client roster with digital luminaries such as Chris Anderson and Steven
Berlin Johnson for a two-day forum focused on the digital creative class responsible for decentralizing and
democratizing everything from celebrity to publishing to marketing to politics.
Before joining Resource Interactive, Nita was North American VP of Marketing Intelligence & Media
Relations for Fitch, a WPP-owned global brand design firm. There, she oversaw intellectual asset production,
brand storytelling, and media relations for the firm’s four design practices: product development, branded
environments, brand communications, and packaging. She also served as integrated communications
consultant to select clients, including Maytag, Nissan, Procter & Gamble, and Georgia Pacific.
While earning her doctorate in Critical Studies from the Theater, Film, & Television Department at UCLA, Nita
received the coveted Otis Ferguson Critical Writing Award and a research fellowship for year-long study at the
University of Paris III. She was subsequently invited to serve as research fellow at The University of California
Humanities Research Institute’s first symposium on film genres.
She has contributed digital, design, retail and fashion commentary to media outlets including Newsweek, USA
Today, Women’s Wear Daily, The Chicago Tribune, Nation’s Restaurant News, The Palm Beach Post, Chain
Store Age, VM+SD, STORES magazine and OMMA magazine. Her brand and film scholarship is referenced in
eight books and her weekly film criticism ran for two years in The Delaware Gazette as “Silver Screenings.”
