Brand Strategist: Foundation & Positioning
Julie is a veteran brand strategist, with a deep passion for providing clarity and focus for travel and tourism brands at any stage. Julie makes connections between brand and consumer that serve as inspiration to teams who bring the brand articulation to life. With nearly two decades of experience, Julie's portfolio spans a dozen industries and is a multifaceted brand solution provider. Julie leads and collaborates, providing solutions to all areas within the brand strategy territory - from brand definition to brand articulation, from campaign inspiration and oversight to global brand positioning and brand experience design. Julie has worked with many travel brands, but one of her favorites was for Florida's official tourism marketing corporation. The Must Be the Sunshine campaign for VISIT FLORIDA was born out of the insight that sunshine makes the most extraordinary things possible. Stories lived under that campaign umbrella for two years, resulting in a powerful, memorable, global media campaign.
The roles Julie steps into. Select one to see how they work in it.
Julie Mantis has over two decades of experience in brand strategy, digital marketing leadership, and consulting. Her specialty is bringing teams together through both actionable strategic direction and her disarming and collaborative nature. Julie begins engagements by understanding the brand and business goals, as established by executive leadership. Julie then jumps into the trenches with her team, providing strategic input, direction, and collaborative pen-to-paper effort toward delivery excellence. Having joined Chameleon Collective in its start-up days, Julie has played a significant role in its strategic direction and growth. During her time as a Chameleon, Julie served in interim roles for brands such as Polaroid, Bugaboo, and Vera Bradley. Additionally, Julie has delivered brand strategy and positioning for over 40 brands, from start-ups to Fortune 500 stages. Prior to her role at Chameleon Collective, Julie held a position as a brand and digital marketing strategist at one of the leading global digital agencies, Publicis Sapient for close to a decade, ensuring a dynamic roster of brands obtained peak brand storytelling and digital performance.
Selected work in this role
Brand Strategist at Carnival Cruise Line
Brand experience strategist for exclusive VR/AR fine dining experiences and program designer for Carnival Trade, serving travel agents nationwide.
Brand Strategist at VISIT FLORIDA
Dynamic 3-year retainer requiring brand strategy leadership on Brand, B2B, Partnership, Trade, Campaign, Promotion, and Experience Marketing.
Brand Strategist at World Airways
Strategist focused on the brand definition, positioning, launch and experience for rebuilding a legacy airline.
Focus areas
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Travel & Hospitality
Breeze Airways, navigating the competitive aviation sector, sought to differentiate itself through an unparalleled guest experience while maintaining brand consistency. Chameleon Collective's unique model, embedding experts within Breeze, ensured a transformative approach driven from within, spanning the Lead and Deliver service lines.In the "Lead" phase, Chameleon provided an interim Guest Experience team, conducting extensive research and collaborative sessions to define Breeze Airways' unique market position. This hands-on involvement established a robust design-oriented, customer-centric perspective.The "Deliver" phase encompassed various initiatives:1. **Design System:** A comprehensive review led to the establishment of a design system, including guidelines for visual communication, iconography, and voice and tone directives.2. **Guest Experience Vision Rollout:** A rollout plan was devised, enhancing performance measurement metrics and delivering a uniquely differentiated guest experience.3. **Educational Content:** A content strategy aligned with the guest journey, including a content calendar, educational content, and robust analytics setup to empower guests with knowledge.4. **Digital UX & Conversion Audit:** In-depth research on user behavior and UX audits optimized the booking funnel and mobile app, providing actionable insights for implementation.5. **Breeze Creative and Design Capacity Support:** Crafting brand guidelines and diverse branded materials ensured consistent messaging, extending from inflight resources to airport signage.The impact was transformative, clarifying Breeze Airways' brand identity and enhancing the guest experience. The collaboration led to improvements in Net Promoter Score (NPS), reduction in operational costs, and increased guest conversion rates. Breeze Airways is now positioned for sustained success, embodying Chameleon Collective's core mantra: Transform Business.
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Wholesale & Distribution
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Wholesale & Distribution
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Manufacturing & Industrial
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Chameleon Collective
Polaroid
SapientNitro
Teacher at Miami Ad School
BBVA
Brand Strategist at Capital One
Brand Strategist at EzGreen
OLA Brand Strategist at Chrysler
Vera Bradley Designs, Inc
Brand Strategist at Burger King
Brand Strategist at Cotton Patch Cafe
Brand Strategist - digital at FIAT USA
Brand Strategist at Jane
Brand Strategist at Embodied, Inc.
Brand Strategist at Stevita Naturals Co.
Brand Strategist at Carnival Cruise Line
Brand Strategist at VISIT FLORIDA
Brand Strategist at World Airways
Brand Strategist at Mark Cross
Brand Strategist at Lord & Taylor
Brand Strategist at Logan's Roadhouse
Strategist at Blink Fitness
Brand Strategist at Naturopathica
Brand Strategist at Abarth
Bugaboo
Brand Strategist at Regal Springs
Brand Strategist at TUNE
“Julie is a truly exceptional marketing and brand strategist, and one of the sharpest people I've ever worked with. If you can hire, partner with, or work for Julie, do it.”
“Julie is a mastermind when it comes to understanding process workflows and paths to efficiencies. She dissects large obstacles and distills them into bite-size, digestible solutions, and she leads teams with grace and intention.”
“She has the ability to push herself, and those around her, to look for real insights that help you understand how your customer ticks. I admire her willingness to keep pushing until she gets to those core emotions, feelings, and drivers that make clients engage with brands and, in many cases, open their wallets.”
Interested in bringing Julie onto your transformation? Let’s start the conversation.
