JULIE HUBBARD
Hello!
Marketing has been my professional passion for more than a decade. I've produced engaging content and design for various industries like Technology, Publishing, Advertising, Entertainment, CPG and Financial Products.
I am a design leader who is known for creating strategic and on-trend work with that Wow Factor.
JULIE HUBBARD
MARKETING EXPERT
Companies choose to work with me time and again....
...because I am experienced and savvy when it comes to technical challenges, and a skilled and articulate problem-solver. I can verbalize complex ideas so that everyone can rally behind one goal. I am also the person who can bring the abstract into a tangible and sellable product for sales makers, with a unique selling proposition and value message that engages customers, and I can do that for you, too.
Marketing Campaigns
Events & Experiences
Market Research
Messaging + Branding
PROFESSIONAL EXPERIENCE
CATERPILLAR, INC. 2023 - 2024
Manager, Energy Transition Solutions Marketing​
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Built a customer acquisition program for Caterpillar’s Energy Transition Commercial Solutions (ETCS) business. Reported performance metrics and trends, and acted on insights for optimization. Delivered a persona-led playbook in first six months using intensive customer-first research, discovering roles that fundamentally shifted our messaging and content approach. Deployed Energy Transition UF campaign assets to establish awareness, with two sub-campaigns focused on sub-personas and products to capture leads.
Achievements
1. Deployed three integrated marketing awareness campaigns deployed in 10 months.
2. Instituted Dealers and Sales Toolkits. Standardized Dealer handover process, focusing teams on key performance drivers to utilize and rationales (time of week/channel/situational context).
3. Built DistribuTech event using a story-led, holistic solution message. Devised a “Listening Booth” for capturing customer sentiment directly from the show floor.
4. Crafted executive communications and scripting at Breakout panel and other events. Identified panel engagement opportunities and built materials for executive appearances.
5. Built business case for Broadcast, PR and Media, Awards Plan (first ever for BU).
Results
• 200% increased CTR from display ads by creating 3X the amount of ad creative typically published. Optimized media buying plan based on precision targeting.
• CPC down 23%. Search conversion up 11% by refining keywords and shifting budget to more targeted phrase buying. Drove social engagement improvements by leveraging halo effect of the parent Cat handle for posts rather than the BU’s handle.
• 97% net-new lead capture from booth visits; Listening Booth captured 95 interviews lasting +14 minutes (300% longer than we anticipated, with high-quality insights); 3,670 panel webinar replays.
BIG WIN IN THIS ROLE
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DistribuTech 2024 Event
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Energy Transition Campaigns Activation
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Listening Booth Experience
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Dealer Toolkit Standardization
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Messaging and Business Case
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BIG WIN IN THIS ROLE
Expedia Explore 2022 Conference in Las Vegas
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Event Theme adopted: Open World
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Keynote General Session copy
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Dedicated Breakout Session Presentation
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CTO General Session Presentation
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Expo Floor Content and Animation
Explore 2022 Animation
Explore 2022 Breakout Session
EXPEDIA GROUP, INC. 2021 - 2022
Senior Product Marketing Manager for Data Platforms and Products
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Established a new Marketing team for the Technology Services Data Platforms and Products group. Instituted product marketing processes and campaign pipelines. Devised strategic messaging frameworks and public facing content for the new Expedia Group Travel Platform.
Crafted the Expedia-wide 2022 Explore Conference theme and messaging for Platform as a Service, breaking new ground by advocating for Data Platform as a Service as cornerstone story for the company.
Strategized and authored content for the President, CTO and CMO’s keynote speeches at Explore 2022 Conference. Utilized highly matrixed teams to drive awareness and education across Expedia Group. Created net-new Explore 2022 General Session and Break out Session content, including slide presentations, graphics, videos and animations working alongside agency, wrote speaking scripts, press content, and presentation materials. Led the C-Suite teams in weekly workshops to create content, rehearse presentations, and prepare for audience questions.
Owned the Go To Market Strategy for Services Data Platforms and Data Products, created product messaging, Learn Pages, Media Talking Points, and Product Marketing Playbooks for technical product families that Data Architects, Systems Engineers, Builders and Developers would utilize.
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I attended the Explore 2022 trade show in Las Vegas as the Lead Product Marketer responsible for our entire booth experience for my division.
AWARDS IN THIS ROLE
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Dell Game Changer Award: Dell Migrate, the first SaaS product for Consumer PC services.
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TSIA Winner and Dell Excellence in Innovation Award: Subscription Services product launch, Dell’s first recurring payment enablement solution.
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Creativity International Bronze Award for Advertorial Catalog.
Dell Advertorial Catalog
DELL TECHNOLOGIES, INC. 2012 - 2021
Various roles
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Global NPI Product Marketing Director 2015-2021
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Achievements
1. Owned the $26M Consumer marketing business. Directed launches for hardware, software, services and accessories. Led the Marketing Strategy for Direct, Channel, Partner and Retail Services sales growth.
2. Launched +20 new products and a Tier 1 Subscription Program, deployed in 118 countries.
3. Steered the Dell Migrate business case, working with Sales, Product Management, UX Developers and third-party Engineers. Integral voice in steering the product release roadmap.
4. Designed research and focus groups, revealing valuable user insights.
5. Established first competitive analysis framework for competitors using statistical methodology.
Results
• Achieved 64% ROAS and 36% category sales growth of product portfolio.
• 12 BPs increased in NPS score through a new analysis methodology for social listening across
+100M non-owned sites.
• Won TSIA Star Award for Innovation in Services, Creativity International Bronze Award.
• Won Dell Game Changer Award, Excellence in Innovation Award, Gold Award and Silver Award for Product Launch.
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Manager, Global Performance Marketing SMB 2012 - 2015
Achievements
1. Owned the Client Global Consumer & Small Business product portfolio.
2. Led full funnel GTM execution of campaigns across 120 countries in 13 languages for Hardware, Software/SaaS, Services and Financing, including Servers, Storage & Networking, Cloud Computing, Workstations and Accessories.
3. Led multi-million dollar catalog transformation for the SMB & Consumer catalogs.
4. Drove more sales while staying $17k under budget and growing LOB sales +15% YoY.
5. Devised partner funding opportunities for Microsoft, Intel, and NVIDIA, offsetting campaign costs.
6. Launched influencer content-driven campaigns.
7. Tracked and reported on competitive landscape and Share of Market/Share of Voice.
Results
• +$325k saved over 5 years by converting print catalog to digital format with groundbreaking AR content.
• Increased purchase intent, higher sales and stronger brand perception metrics, measured by third party surveys.
• Delivered high impact, compliant marketing programs on-time while sizing risks and impacts of business-critical changes, updating executive leadership on progress and taking lead on activation plan X-BU.
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Sales Enablement & Playbooks​
Training
D2C Online Marketing
Trade Show Marketing
Partnership Marketing (Intel, Microsoft, Marvel, Netflix, Nvidea)
Press & Analyst Media Marketing
Third Party Product Testing
SaaS UX Development
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Catalog Transformation
I led a significant creative and content transformation for the Small Business and Consumer catalog. Worked closely with the Wunderman agency to utilize relationship marketing with influencers, retelling their stories as the new Advertorial Catalog. My extensive design and agency background helped expedite the transition to digital formats with AR content. Steered agency creatives to unique concepts that were on-brand and scalable. Increased purchase intent and sales, and brand perception metrics from the transformation.
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I attended numerous global trade shows as the Lead Product Marketer responsible for an entire booth experience for my company, including CES Las Vegas, IFA Berlin, Dell at Retail in Hollywood and Miami.​
PORTFOLIO AVAILABLE UPON REQUEST
EDUCATION
The University of Texas at Austin
Bachelor of Fine Arts
Savannah College of Art and Design
Associate of Arts
Houston Community College
MARKETING WOW FACTORS
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Trend Research
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Market Analysis
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Analyst and PR vetting
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A/B Testing
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Third-Party Testing
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Brand Scorecards
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Brand Personality
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Brand Ethos
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Brand Playbook
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Brand Story & Theme
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Reasons to Believe
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Brand Activation Pyramid
BRANDING
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Persona development
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Field Research
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Pain Points/Careabouts
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Segmentation/Targeting
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User Behavior-influenced profiling
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Natural narrative extensions based on User Testing
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Relationship Marketing through relatable stories and people
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Uncoding analytics and rationalizing behaviors to lead decisions
STORYTELLING
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Adobe Creative Suite
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Product Mockups
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Illustration
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Storyboards
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Product Playbooks
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Learn Pages
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Trade Exhibits
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Launch Experiences
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Scalability for Global Audiences
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Toolkits for Regional Activiation
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Regional Photography
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D&I Representational Design
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Seasonal Event Marketing (Diwali, Chinese New Year)
DESIGN
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AR Video Games
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Creative Vehicle Transformation and Sustaining Processes
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New aesthetics for Identity systems, User Interfaces, Product Pages
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Training on Creative Toolkits
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Awards submissions
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Figma user
BREAKTHROUGH CREATIVE
Tools & Software
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Adobe Creative Suite (Illustrator, InDesign, Photoshop, XD, Premier, AfterEffects), Keynote, Microsoft Office Suite (PowerPoint, Excel, Word), MS Teams, Slack, Skype, Zoom, Sharepoint, Figma, Miro, Confluence, SalesForce, Adobe Acrobat, Eloqua, Adobe Experience Manager, MailChimp, Wix Marketing, Facebook/Meta Business Manager, WhatsApp Marketing, Google Analytics, Constant Contact, Microsoft Project, Microsoft Visio