Virgin awareness in the US increased by 14% during Julie’s tenure as VP Brand for Virgin USA. Julie oversaw brand strategy for new Virgin companies as well as provided strategic brand support for established Virgin businesses such as Virgin America, Atlantic, and Mobile. She helped launch Virgin Hotels, Virgin Money, Virgin Wines, and Virgin Produced. She also provided group level brand guidance on social media, marketing, and consumer trends. 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.