Multi-Sector: Brand Strategy & Tools

Richard Branson’s Virgin Group is a household name in the UK, but has a smaller brand footprint in the US. As the Vice President of Brand at Virgin Management in North America, Julie was charged with creating and launching new Virgin businesses working with the Business Development team, Sir Richard Branson, and several entrepreneurs. Julie’s remit also included helping existing and independently owned Virgin companies get more out of being part of the Virgin Group and find synergies in working together.

“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.