Julie Mantis

Some people build brands. Julie Mantis builds the brand, and then builds the machine that keeps it true long after the launch decks are archived.

The Polaroid turnaround

When Polaroid needed repositioning that went beyond a surface refresh, cultural relevance for entirely new audiences, Julie stepped in as Interim VP of Brand & Product. Over twelve months she directed a 56-person global team through a comprehensive transformation: a revised brand narrative, an updated audience approach, and the campaign, retail, and marketing systems to sustain it. The outcome was a market revival, with newly launched products selling through quickly.

Strategy that sticks

That engagement reveals Julie's core approach. She investigates the "Why" with intensity, gathering the motivations behind behaviours and extracting the insight where consumer desire meets brand promise. That moment of connection is her foundation for creative work. What distinguishes her is how fast she moves from insight to execution.

Building in-house muscle

As companies bring marketing and creative functions in-house, Julie has become the person organisations call to make it real: building internal agency structures, designing end-to-end marketing workflows, creating custom briefs and training materials, and mentoring teams until new processes are permanent. She has built these systems for Polaroid, Bugaboo, Vera Bradley, and Blink Fitness, developing in-house teams toward what she calls "complete independence and maturity."

An Original Chameleon

Julie's connection to Chameleon runs deep. She is one of the Original Chameleons, here since the early days when Backyard Discovery was the first client and the checks went to Freddie's house in Florida, sometimes misaddressed. She has held every seat: agency strategist, consultant, interim executive, educator, mentor. She has also authored Chameleon's own brand strategy, twice.

What's next: AI brand guardianship

Today Julie is advancing the field itself, advising organisations on integrating AI into brand stewardship so content and campaigns can scale without compromising what the brand stands for. It reflects the insight she has carried through every engagement: strategy only succeeds through the systems that carry it forward.