“Julie is a master at getting the most out of your brand in ways you never thought possible.”
—Mark Gilmour, Global Brand Director, Virgin
Julie provided group-level brand guidance, fresh perspectives and strategic brand support for established Virgin businesses such as Virgin America, Atlantic, and Mobile. She created many proprietary Brand tools including the Virgin Brand Launch Playbook, the Virgin Brand Pillar Framework, the Opportunity Evaluator, and the Virgin Target Profiler. For new Virgin businesses, she was involved in soup-to-nuts Brand Creation including securing strategic partner investment, creating brand strategy, brand identity development (naming and visual language), brand experience design and touchpoints, Trademark License Agreement, brand standards, agency partner selection, website and marketing materials development, employee engagement training, and event launches.
Virgin awareness in the US increased by 14% during Julie’s tenure as VP Brand for Virgin USA. She helped launch Virgin Hotels, Virgin Money, Virgin Wines, Virgin Produced and the brand that would eventually become Virgin Voyages (Virgin Cruises). She fostered partnerships between the four independent Virgin airlines as well as promotions between brands in different sectors such as Virgin America and Virgin Mobile. She expanded the twice yearly cross-company CMO forums. Today, Julie and BrandTwist continue to support Virgin businesses around the globe.