Julie is a strategic marketing executive with national, global, and multi-sector experience with a track record of successes in retail, financial services and many digital-first brands, including Manulife, The Home Depot, AOL and Yahoo!. She partners with senior leaders of mid to large-scale organizations who are purpose-led (or looking to find their purpose) to help accelerate their marketing transformation using a digital-first strategy. Julie helps enterprises reposition their brands, magnify their UVPs, build out plans of action to cement them into the DNA of their employees, and then extend and amplify them in the market. She also has a depth of experience building global community investment strategies, as well as not-for-profit strategic plans, and developing best in class Board governance.
Spearheaded global Brand relaunch in 18 countries, six languages, 35,000 employees and to over 20 million customers. Drove an 80% reduction in trademarks and built a single master brand system through a simplified brand architecture (strategic shift: house of brands – branded house).
Optimized the in-house agency by rebuilding and training a new workflow platform, streamlined and integrated across multiple business units (nearly 400 users) to drive efficiency and effectiveness in six months.
Modernized historic community investment strategy to provide C-Suite with visibility to spend, built governance, and helped align brand, CI and sponsorship under a larger sustainability umbrella.
Transformed annual advertising process with forecasted savings of $5 to $10 million and developed custom software to help manage internal capacity, budget use, streamlined marketing documentation and meetings, and managed external agencies. Objectives were to shrink meetings by 25%, shrink documents by 75%, and increase efficiency of agency spend.
Architected first Canadian brand bilingual multi-channel guidelines and designed refinements to the creative process in order to start to reclaim significant costs (approximately $1 million annually).
Successfully quarterbacked two complex customer-facing redesigns of THD.ca on time and to specifications, driving traffic up 15% year-over-year in the first year, and 30% the following two years.
Lead and effectively managed a significant change management plan supporting a second brand transformation for a global financial services company.
Founding Board member of Brave Beginnings; quarterbacked strategic planning process in order to prepare the business to scale and support the evolution of the Founder and her role in the organization.
News Release: Osborne Welcomes Julie Oden, a Strategic Marketing Specialist, to the Team
Osborne Interim Management is pleased to welcome Julie Oden to the team as a Senior Advisor. Julie is a strategic marketing executive with national, global, and multi-sector experience with a track record of successes in retail, financial services and many digital-first brands, including Manulife, The Home Depot, AOL and Yahoo!. She partners with senior leaders [...]