9/30 CMO Breakfast with:

Velcro Companies

About Julie Barry

Global Director of Brand and Marketing

Julie Barry is the Director of Global Brand for Velcro Companies, a global organization that creates and provides fastening solutions for businesses and consumers around the world. Responsible for protecting the company’s most valuable asset, its VELCRO® trademark, Ms. Barry is charged by Velcro Industries BV to assist in developing and executing creative and effective strategies to create brand awareness and promote brand offerings.

Under Ms. Barry’s leadership, Velcro Industries BV has significantly expanded its marketing and communications function to support its direct-to-consumer sales and growth strategy. Through a partnership with celebrity design and lifestyle expert, Sabrina Soto, Ms. Barry has led several of the most inventive initiatives for the US market, marking a sharp departure from the brand’s traditional marketing approaches. Ms. Barry and her team launched an award-winning pop-up shop in NYC’s SoHo neighborhood in Dec. 2014, which enabled consumers to engage and interact with the product and create clarity for VELCRO® as a brand.
At Velcro Companies, Ms. Barry manages under leadership and mandate of Velcro Industries BV, an internal global marketing team as well as agency partners that span the marketing landscape. Her focus is driving brand visibility through successful digital campaigns, media and public relations programs, media buys and SEO optimization.

Prior to joining Velcro Companies, Ms. Barry worked at Hearts On Fire Company, a luxury jewelry manufacturer based in Boston. There, Ms. Barry oversaw retailer and partner focused marketing programs, internal and corporate communications, and all advertising functions. She was deeply involved in launching new retail stores – which included executing against all areas of launch plans from PR to digital, advertising and online marketing. These initiatives started with identifying and understanding market nuances and then developing a strategic plan based on the unique needs of each market.

In addition to creating brand programs that differentiated the company in an increasingly competitive luxury jewelry landscape, she helped to drive Hearts On Fire’s focus from manufacturing and sales to a consumer focus by leveraging marketing and technology strategies.

Ms. Barry also served as Director of Creative Services and Advertising for Syratech™ Corporation – a manufacturer, retailer and distributor of luxury decorative and tabletop goods. Ms. Barry started her career in account management and account planning.

Her personal accomplishments include 12 years as a professional figure skater and competitive coach.
A native Bostonian, Ms. Barry graduated from the University of Massachusetts with a bachelor’s degree.