CV

CV

Julie is a Global Brand & Marketing Expert with over a decade of experience working for leading brands in the sports performance & outdoor space. She is known for her entrepreneurial spirit, professional sports career, and multi-cultural mindset. She is an authentic and compassionate leader who can originate innovative concepts while acting with care, optimism, and curiosity.

  • Proven track record in driving collaboration with cross-functional teams to deliver results.

  • Develop and execute brand strategies that create meaningful connections with consumers locally and globally.

  • Expertise in Figma, AirTable, Keynote, Box/Dropbox, Miro, Asana, Adobe Suite, Jira, Captiv8.

  • NIKE , SPECIALIZED, THE ATHLETIC COMMUNITY, RAPHA. WIEDEN & KENNEDY.

Global Brand, Running | NIKE, Inc.

July 2024 - present

Create a brand strategic framework & lead execution of global brand projects working cross-functionally with global and geo functions, including…

Creative.

Digital owned channel: DotCom, apps & Nike Running Club App.

Social Organic & Paid: Social Creators.

Integrated Media.

Legal.

Communication & DEI.

Insight.

Marketing science.

Merchandising.

Product.

Partnership & Membership.

Retail owned & partners.

Sport Marketing.

Creative Agency partners.

PROJECTS:

Global Digital Marketing, Category Lead Women’s Sports & Athletes + | NIKE, Inc.

July 2024 – October 2024

Lead the creation of content that connects brand concept, product, and experience to innovative digital strategies.

  • Led Global Football footwear product launch brief creation featuring 6 world-class women players.

  • Support A’ja Wilson signature release footwear and apparel collection including digital brief creation.

Brand Manager, Category Lead  Fitness | APLA | NIKE, Inc.

August 2023 – June 2024

Led Women’s Fitness Brand Marketing Offense: Headed integrated marketing functions – retail, partner, digital, social, sport marketing, catalyst, TC, Comms, Paid Media - to align and deliver on brand vision, seasonal plans & corporate strategy across APLA for the fitness category, including footwear and apparel.

  • Created seasonal Brand Marketing plan: Led the category from brand architecture planning to seasonal functional onboarding, setting KPIs, and post-season recap to ELT. Increased positive brand sentiment by 5%.

  • Day-to-day contact point for 6x Brand teams spread across APLA: reached 20% over brand media KPI.

  • Created Brand X Digital Geo campaign brief for external agencies and in-house creative team to localize global direction, resulting in increased awareness & conversion rate on women’s fitness products.

  • Led team to execute Social activation for 400 content creators on social media, including concept creation and playbook delivery – working with agency and cross-functionaly.

  • Led Captiv8 onboarding in APLA which expanded to all FOPs to track ROI on creators.

Senior Brand Strategist  School of Ideas Agency

February 2023 – July 2023

  • Drove research and strategy, including briefing, benchmarking & setting KPIs for various projects related to brand building and integrated marketing. Supported brand positioning and marketing plan for book release.

Global Brand Marketing Leader   Specialized Bicycles Components

January 2021 – January 2023

Created category global brand strategy, product launches, and integrated campaigns, resulting in $400M in global sales across 5 regions and 30+ countries. Developed new tactics to reach Gen Z consumers, working closely with SM.

  • Led brand marketing offense for equipment product launch & 18 months integrated marketing calendar creation, including a new tiering system: secured buy-in from 5x product leaders on brand priorities.

  • Led campaign and successfully launched the brand partnership with FJALLRAVEN: ‘‘The Great Nearby’’ resulting in an increased brand awareness in the outdoor segment. Worked with ELT from both companies.

  • Managed 4M dollars marketing budget, including SOW with creative agencies: increased creative assets quality and cross functionally developed + implemented brand standards.

  • Built the Equipment marketing team by successfully recruiting multiple brand managers, art directors, project managers & marketing specialists—teaching and mentoring, including bringing consultants for upskilling.

  • Pitched and secured buy-in for new Sport Marketing program GEN-S recruiting and activating 15 – 18 yo athletes with a priority on inclusion and mentorship.

Global Marketing Manager Specialized Bicycles Components

January 2020 – December 2020

Managed equipment product launches including messaging & content creation for Go-to-Market execution.

  • Achieved 75% growth YOY for DTC channels collaborating closely on new tactics & systems with digital.

  • Developed & implemented digital marketing campaign playbook, including campaign phases and full-funnel: increased DTC business from 5% to 30% in 18 months for owned channels and digital partners.

  • Briefed campaign assets for 14x marketing guide, including being on set and leading production.

  • Pitched international women’s day concept working closely with Sport Marketing and women’s pro tour team.

Product and Marketing Consultant Bridge & Burn

January 2019  – January 2020

Managed product line and provided marketing support for in-house line and white label customers in DTC fashion.

  • Managed vendor relationships, and built a private label business, including with WILDFANG. 

  • Collaborated on new UX journey: Led product marketing attributes communication in digital eco-system , resulting in an increased conversion rate.

Founder & Marketing Director   The Athletic Community

September 2013 – December 2018

Built DTC start-up from the ground up, including developing brand plan, opening a direct-to-consumer e-com site, retail, wholesale partners, products design, comms. ambassadors and overseeing operations.

  • Led all aspect of marketing and integrated marketing team: responsible for brand standards execution across all consumer-facing content.

  • Led marketing events, activations & brand partnerships: STRAVA, OUTDOOR VOICES, NIKE, SATISFY, HOUDINI, TRACK SMITH RUNNING, HOUSE INDUSTRIES.

  • Recruited & Managed a team of 6-8 teammates, including design, partners, customer services & retail.

  • Extended retail space to an art gallery/event space: curated and built seasonal art show at ESPACE SPORTIF et CULTURAL (ESA) focusing on multimedia artists inspired by sports culture: Surf, BB, Tour De France, Moto GP.

  • Led quarterly events around sports & social purposes, including a 2x week run club for 6+ years, running races (mile & relay) and seasonal training bike rides.

  • Organized GAME CHANGER panel with movers and shakers of the outdoor and sport industry to promote inclusivity.

  • Raised capital, worked with Indie VC (OATV). Completed acquisition.

Marketing Associate Rapha

February 2011 – January 2013

  • Expanded ambassador program, led brand editorial copywriting, produced photoshoots, and drove content creation for social channels, website, and events.

Freelance Wieden & Kennedy

February 2013 – January 2019

  • Freelance Creative production, consumer research & brand strategy.

  • Yoplait, Travel Oregon  & Nike Women’s.

EDUCATION & CERTIFICATIONS

Leadership Certificate | Yale School of Management

Built skills to harness unique traits and characteristics as powerful leadership tools to develop teams effectively.

Design Classes | Pacific Northwest College of Art

Completed Adobe InDesign, Illustrator and graphic design branding classes as part of continuing education.

Masters in Business | Law School | University Nancy 2 | France

Master focused on business affairs, mergers and acquisitions, intellectual property, finance, trademark and HR.

SKILLS

Professional Athlete – Mountain Bike + Road Cycling |  French National Team

10 national titles, silver medal junior world championship and two Olympics pre-selection (London and Beijing).

National team captain. Raced for the French National Team for 10 years.

Languages – French (Native) & English (Fluent)

Dual Citizenship – France and United States

Bonus skill – Pretty funny and brings good vibes when the climb gets steep.