Larissa Fransen

@larissa.fransen | larissa.e.fransen@gmail | 503.888.4040 | in/larissa-fransen        

SUMMARY

With a diverse skill set encompassing interior design and brand marketing, I bring a unique perspective to the hospitality, wine, and lifestyle sectors. My strengths include project management, brand development, creative content strategy, and community growth + activation. I enjoy cultivating a positive and collaborative work environment and I take great pride in the relationships I build between team members, clients, and brand partners. Being detail oriented and having a true passion for hospitality fuels my enthusiasm for creating memorable guest experiences that leave a lasting impact.

EXPERIENCE

Head of Content | Gather | February 2024 - May 2024 | Seattle, WA    

Contract Position to Establish Content Marketing Best Practices
• Updated brand DNA + customer persona decks.
• Elevated brand aesthetic across all social media channels.
• Developed content marketing strategy.
• Established + populated content library.
• Provided creative direction for templates to support ongoing content creation.
• Set up project management system + organized workflows for written, static and video content production.

Director of Marketing | Verve Wine | June 2022 - June 2023 | New York, NY     

• Developed and implemented all strategic and creative direction across three major markets with brick + mortar locations: NY, SF, CHI as well as online retail and maintain initiatives for The Grand Tour – Verve’s national wine club.
• Lead a team of creatives through weekly check in's, Air Table + Asana workflows and project management, overseeing ongoing marketing campaigns and content creation, managing the production of all content.
• Management of all social media channels, with an audience growth of 35% and reach by 115%, resulting in an increase in website traffic, store activations, and brand awareness.
• Increased wine club conversion by 72% through content overhaul and strategic positioning throughout Holiday 2022.

Digital + Content Marketer | Union Wine Company | July 2020 – June 2022 | Tualatin, OR       

• Created engaging visual and written multi-channel content for five wine brands under the Union Wine Co umbrella.
• Grew and managed influencer and national brand partnerships for cross platform promotion, brand visibility, and social media activations.
• Prepared and photographed food and wine pairings for website, email marketing, and brand partnership campaigns. 
• Implemented social media strategy into multiple brand accounts.
• Provided creative direction for product + lifestyle photography for social media, website, and integrated marketing campaigns.

Social Media + Content Marketing Manager | Territory Run Co | April 2019 – January 2022 | Portland, OR

• Managed social media channels resulting in a 20% growth in audience and 85% growth in reach.
• Created visual and written content for social media, email marketing, website, and the blog.
• Built and managed multiple brand ambassador and freelance photographer teams.
• Sourced photographers and provided creative direction for photo shoots while staying under budget.
• Discovered and engaged outdoor industry influencers for brand visibility and on-going strategic partnerships.
• Advocated for diversity and inclusion within the brand.

Owner | The Haystack Haus | October 2018 - Present | Cannon Beach, OR       

• Created a successful boutique vacation rental property from an initial concept, resulting in 100% available nights booked within the first 3 months of opening.
• Designed the interior of the cabin, tapping into a market in need of well-designed lodging options.
• Curates the complete guest experience from check-in to check-out, including concierge services.
• Responsible for all facets of business planning and operations, FP&A, strategy, contracting, marketing, content creation, social media, and PR.
• The Haystack Haus has been featured in Dwell, Condé Nast and Business Insider as well as multiple influencer blogs.

Director + Co-Founder | ELK Collective | April 2011 - March 2017 | Portland, OR

• Co-founded and ran an award-winning Interior Design Firm specializing in hospitality projects, with a holistic design approach that included brand identity development and custom furniture + lighting design.
• Doubled profits in two years and consistently grew client base.  
• Responsible for all facets of the design process: strategic planning, concept development, design development, construction documentation, procurement, and construction management + administration as well as business management, accounting, payroll, and social + content marketing.
• Select Clients Include: Provenance Hotels, Breakside Brewing, CENTRL Office, Wyndham Hotels + Resorts, Uncorked Studios, The Multnomah Whiskey Library

Senior Interior Designer | WCI | March 2007 – April 2011 | Portland, OR       

• Responsible for all facets of the design process: strategic planning, concept development, design development, construction documentation, procurement, and construction management + administration.
• Managed internal team of junior interior designers.
• Managed client relationships and sourced new business.
• Select Clients Include: InterContinental Hotels Group, McMenamins Hotels + Spas, Hilton Hotels, Wyndham Hotels + Resorts.

Interior Designer | Herman Miller | January 2006 – January 2007 | Portland, OR

• Managed multiple high-value projects from conception to completion.
• Brought the client's needs and visions to life utilizing AutoCAD and furniture + finish selections.
• Represented the Herman Miller brand at industry events.

Interior Designer | Baysinger Partners Architecture PC | April 2004 – January 2006 | Portland, OR

• Revitalized the firm’s portfolio by assisting in the development of the interior design department, growing our project base from 2 restaurants to 6 within the first year.
• Designed modern and efficient interiors that enhanced customer experiences, with a focus on hospitality and retail spaces.
• Collaborated closely with developers, contractors, and architects to ensure client's vision was achieved in all stages of the design + construction process.

EDUCATION

Level 2 Award in Wine - Wine + Spirits Education Trust (WSET) • Portland, OR

Bachelor of Science Interior Design - The Art Institutes • Portland, OR

SKILLS

Project Management + Concept Development + Content Strategy & Creation + Stakeholder Presentation + Community Support & Activation + Integrated Marketing + Brand Standards & Development + Social Media Management + Copywriting + Empathetic Leadership