Julie Barry is the Director of Global Brand for Velcro Companies, a technology-driven company that for more than fifty years has provided fastening solutions in simple, elegant and surprising ways for businesses and consumers. Julie is responsible for developing brand strategies that create awareness and drive revenue and for protecting the VELCRO® trademark, which is one of the company’s most important assets and among the most recognized brands in the world.
Julie oversees 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. Under her leadership, the company has expanded its marketing and communications capabilities to support its direct-to-consumer sales strategy. The team’s groundbreaking initiatives have included a partnership with celebrity design and lifestyle expert, Sabrina Soto, and an award-winning pop-up shop in NYC’s SoHo neighborhood.
Prior to joining Velcro Companies, Julie worked at Hearts On Fire Company, a luxury jewelry manufacturer, where she was responsible for marketing, communications and advertising and was deeply involved in launching new retail stores and creating brand programs to differentiate the company in a highly competitive market. Earlier in her career, Julie was Director of Creative Services and Advertising for Syratech™ Corporation, a manufacturer, retailer and distributor of luxury decorative and tabletop goods.
A native Bostonian, Julie is a graduate of the University of Massachusetts. Her personal accomplishments include 12 years as a professional figure skater and competitive coach.