Julia Weikel

About

Dynamic and results-driven senior strategic marketing leader with over a decade of experience across multiple sectors, excelling in brand and product positioning, strategic planning, and team leadership. Skilled in steering cross-functional teams, fostering growth, and navigating rapidly evolving landscapes. A full stack marketer with a history of success in start-up environments, adept at executing innovative marketing campaigns. Strongly data-oriented, emphasizing monitoring, evaluation, and optimization for maximum results. A passionate and inclusive team leader dedicated to nurturing team growth and positive progression, offering a unique combination of skills and adaptability in both senior marketing leadership and go-to-market/product marketing roles.

Experience

• Director of Marketing · University of Washington - Michael G. Foster School of Business2022-12-01 –
• Brand Strategy Consultant · Self-employed07-01-2022 – 10-01-2022

  Provided strategic counsel on brand positioning, lead generation, adoption of AI enabled and Augmented Reality SaaS partners, workflow automations, and integrations, delivering scalable strategies that optimized brand growth.

• Senior Manager Demand Generation · Resonai02-01-2022 – 07-01-2022

  Launched go-to-market strategies for North American expansion of commercial real estate digital twin and augmented reality technology, transforming physical spaces into intelligent digital environments. Led ROI-focused marketing initiatives spanning SEO, digital advertising, content strategy, and sales enablement. Developed vertical-specific messaging, landing pages, whitepapers, and sales enablement strategies to support lead conversion and sales pipeline growth. Owned all agency relationships, budgets, operations, and performance reporting, ensuring measurable outcomes.

• Senior Marketing Manager · Identity Digital Inc.03-01-2019 – 02-01-2022

  Developed and implemented a data-driven vertical marketing strategy, leveraging Tableau and market and consumer research to prioritize campaigns and drive market development. Led brand positioning efforts, refining personas and crafting B2C/B2B value propositions for global impact. Increased unaided brand awareness within key verticals through market research, buyer focus groups, and strategic PR, registry partner campaigns, and business development strategies. Created the now-renowned monthly Domain Trend Report, a now-cornerstone of industry engagement and organic amplification within the domain investor community. Drove market expansion and business development by supporting high-value partnerships and acquisitions, representing the organization to global partners and influencers. Hosted a Clubhouse session during its peak usership on digital identity that led to record-breaking sales for premium priced .live domains.

• Product Marketing Manager - Leafly Pickup · Leafly2018-05-01 – 2018-11-01

  - Managed and coordinated field and client support teams for successful product launch. - Led coordination and rollout of in-store hardware, training, and adoption retention program. - Set up ongoing end-user insights and reporting processes to support scaling Leafy PickUp to marquee districts. - Contributed to the success of the organization through the development and implementation of innovative strategies and processes.

• Senior Product Marketing Manager · Favly, Inc.2017-10-01 – 2018-02-01

  - Created and implemented mobile application customer journey mapping and automated nurture sequence for improved customer engagement. - In partnership with the creative team, developed brand identity architecture and content strategy, resulting in a cohesive and effective brand image. - Utilized data and insights to inform and optimize marketing campaigns, driving beta customer retention and engagement. - Contributed to the trajectory of success of the organization through the development and implementation of innovative marketing strategies.

• Marketing Director · the NALA2015-06-01 – 2017-10-01

  - Proven marketing leader promoted to Agency Director after demonstrating success as an Account Director. - Spearheaded a comprehensive visual brand and product rebranding initiative. - Revamped the agency's marketing service offerings to align with industry trends and drive growth. - Implemented strategic plans to drive profitability in the digital marketing division of a legacy advertising agency. - Utilized leadership skills and a forward-thinking approach to drive successful results for SMB clients through innovative marketing strategies.

• Director of Marketing · University of Washington Foster School of Business12-01-2022

  Directed the full rebranding of the school’s identity, including a complete UI/UX transformation of digital platforms to align with user needs and industry trends, while leading a team of 8 marketing professionals. Led AI adoption and the development of a suite of AI agents and automated workflows, streamlining processes across multiple teams, scaling departmental services, reducing project timelines, and enhancing institutional knowledge, efficiency, and quality while positioning the organization as innovators within the broader university. Reorganized and optimized the marketing team structure, partnering with the CMO to reassess division of ownership and ensure alignment across a broader team, while introducing a strategic marketing calendar, KPIs, automated reporting tools, and new processes to drive performance. Managed the launch of an integrated brand and awareness campaign in partnership with the agency of record, supported by an annual budget of $1MM, significantly increasing applications and engagement. Designed and executed growth-focused marketing tactics, including strategic lead nurturing, advanced segmentation, and targeted campaign development. Established cross-departmental collaboration by coordinating with faculty, fundraising teams, and external agencies to streamline workflows, enhance resource sharing, and directly contribute to measurable growth in program outreach and engagement. Launched Foster branded apparel e-commerce, including full revenue strategy, store development, fulfillment partner sourcing, creative direction, and marketing strategy, establishing a sustainable and profitable revenue stream.

Education

• Swinburne University of TechnologyBachelor of Arts (BA), Communication and Media Studies
• Box Hill InstituteDiploma, Applied Fashion Design and Technology

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