Audra Robinson’s career spans from marketing and events for a mall, to multi-cultural marketing for a prominent Fortune 500 retailer, to retail marketing strategies for a premier biopharmaceutical company. Brilliantly navigating through it all as a Black woman, she’s been aware and asking questions. Questions that she’s now boldly answering with the creation of a self-care product line for young Black girls: Rocky Robinson.
Addwomxn recently had the opportunity to talk with Audra and hear her story from upbringing to entrepreneur. From that conversation, we bring you a little of our Q & A, lightly edited for clarity.
What was it like to grow up as Audra?
I grew up in St. Paul, Minnesota, where I was positively influenced by my community and my church. My upbringing instilled faith and the value of hard work in me. During these formative years, I felt nurtured by Black educators and community activists who saw potential in me and ensured I was college bound. Their support also fostered my value of giving back, which I do in my communities today.
In college, I was originally a psychology major. I took an advertising class as an elective, which then evolved into finally settling on majoring in marketing. I find it fascinating to consider why humans make the decisions they make and how you can create strategies and messaging that helps influence them along their path to purchase.
What has been your experience in corporate over your career-to-date?
I’ve been in various marketing roles for large companies, all uniquely informing where I’m at today. Just out of college, and because of my planful, resourceful and intentional nature, I used a locally published Top Companies list to determine where to mail my resume. Remember, back in the day when you mailed in your resume?
Throughout my career in larger organizations, I noticed opportunities to increase diversity in content, hiring and in the industry as a whole. As a marketer, I was hyper aware of diversity from an internal company culture perspective, the messages we were creating, and the audiences we were marketing to.
In moments where my perspective as a Black woman was sought after, I felt safe enough to share my feedback. This especially came into play when I spearheaded the multi-cultural strategy for a national retailer, which included overseeing advertising. Our team wrestled with a lot of challenging questions that were diversity and inclusivity related as the company sought innovative advertising and marketing and on-trend ideas.
Looking back, I was often the only person or one of the very few in the room that looked like me. And rather than dismiss that, I began to more frequently ask, Why aren’t the smart, creative, collaborative Black women that I know also working here? What is it about me that finds me here?
This sounds like a turning point. Did these questions become a catalyst for change for you?
Yes. I’d been asking the questions all along, they were just louder and more demanding of a response now. Pairing these thoughts about diversity I was experiencing in corporate and in community with my life-long creative and entrepreneurial spirit, I was ready to explore how I could make an impact. I knew the diversity issue personally and well and sought opportunities to go into a school environment, work with Junior Achievement Minneapolis and Project DIVA, and talk with kids so they could see what was possible. Representation is so important!
So when does Rocky enters the scene?
In July of 2015 — armed with knowledge of the $25B kids’ personal care and the fact that at the time there were 8M Black girls in this country under the age of 18 – I launched Rocky Robinson. We are a self-care brand created to empower Black and Brown girls ages 4-15 and tell them they matter. The brand lends itself to inspiring girls to see what’s possible through body positivity and self-care.
How has the brand grown and what have you experienced over the past six years?
For years, I held my corporate job and ran Rocky simultaneously. The real jumpstart of the brand happened in 2019, when I was laid off from my corporate job. Since then, I’ve went all in. Recently I went through a Lunar Startups Cohort and formed deep connections with local entrepreneurs. And while I’m comfortable in DTC (direct to consumer sales), I see the value in bricks and mortar retail, which first came to fruition at VIP House of Hair. Oh and I just redesigned the website – so that’s exciting!
We’re so thrilled to be connected to you and working with you as Addwomxn! From your perspective what excites you about Addwomxn?
I understand and have navigated corporate spaces. I do believe there is more possibility for diversity. Addwomxn can play the role of showing corporate leadership what’s possible, then corporate has a path to support DEI in an authentic way.
Based on my experience, diversity within a team will produce good if not exceptional work because there is intention behind it. Addwomxn can help brands deliver profound messaging and help corporate create real, lasting, valued and economic opportunities for diverse communities and women that look like me.
What’s next for Rocky how can anyone help support you and/or Rocky Robinson?
Next up, look for our campaign to gift products and support a positive experience for a young Black girl. And look for the launch of our aroma therapy line, timed with entering Q4 and the holiday season of gift giving. We’re excited to put this into the world with calm, happy, and focus scents that help kids achieve better mental health – all on the heels of several recent pediatric association’s reports on kids’ increasing stress levels and concerns over mental health in this country.
I believe in giving kids all the tools they need to be successful and feel valued. Part of that is the product line and part of that is in my continued mission to educate kids on advertising, marketing, and entrepreneurship so they can step into those roles early and often.
— Addwomxn Amplifies is an ongoing series designed to highlight the work and lived experiences — personal and professional — of our BIPOC community.
