Erfaring
Med international baggrund startede Julie i praktik hos BARBARA I GONGINI, hvor hun senere blev ansat som Global PR and Communications Manager. Herefter ind- tog hun rollen som Global PR Manager hos ARKK Copenhagen, hvor hun herefter stiftede Studio Julie Siegemund som Freelancer. I 2019 var hun forbi Sennheiser, hvorefter hun tog til EPOS , hvor hun senest sad som Corporate Brand Manager. I dag er Julie Corporate Branding Manager hos Pandora.
Motivation
Julie Siegemund Boratto forstår at udvikle globale brands, der er baseret på en dyb forståelse for kundernes behov, samt en forståelse for at accelerere differentiering på tværs af markeder. I sit arbejde for EPOS, har hun drevet opbygningen af det glo- bale brand efter virksomhedens opsplitning, og har udviklet og gennemført brand- og performancekampagner for at skabe bevidsthed om brandet. Julie har spillet en afgørende rolle i EPOS’ positionering som et af de førende audio-brands inden for både enterprise og gaming, og hendes initiativer har medført en stigning i brand awareness på 33 %. I dag sidder Julie med udvikling af den langsigtede, strategiske positionering af Pandora-mærket, og hun lander således en plads blandt årets M Talents for sine indsatser hos EPOS, og hendes flotte nye stilling ved Pandora.
HVAD ER DEN VIGTIGSTE TENDENS I BRANCHEN LIGE NU?
The buzz surrounding AI is undeniable. But as AI evolves to become our co-pilot in the years to come, with machine-generated content flooding the market and capti- vating consumers, the real trend will be the ability of staying ‘human’.
HVAD ER DEN STØRSTE UDFORDRING FOR BRANCHEN?
Connecting with consumers on a personal level, to become companions in their daily lives, rather than just shouting at them from the sidelines. Conventional methods are no longer viable, and novel approaches are needed to overcome digital exhaustion.
HVORDAN LØSER MAN DEN UDFORDRING?
Brands must prioritise collaboration, engaging micro-communities, and treating people as individuals, not just numbers. This requires a shift from conventional practices to more personalised strategies that foster meaningful connections.
HVORDAN KAN BRANCHEN HJÆLPE MED DEN GRØNNE OMSTILLING?
Is all about taking action. Brands, as well as individuals, need to move into the activist space. Not having an opinion or a plan, is a synonym for being against it. It’s time to move revenues and budgets to cut emissions, not just offset them.
HVORDAN HAR DEN ØKONOMISKE SITUATION PÅVIRKET DIT ARBEJDE I DET FORGANGNE ÅR?
Budgets and marketing spends have been impacted across all sectors. Yet, I view this circumstance positively. Following years of aimless overspending, we now have the opportunity to operate with purpose and strategy.
HVAD HAR VÆRET DEN VIGTIGSTE SUCCES I DIT ARBEJDSLIV DET SENESTE ÅR?
Leading the development of a key differentiator for the premium audio brand EPOS, that laid the foundation for the brand for years to come, as it claims a distinct position in a sea of sameness.