Julie Rubin Email & Phone Number

Dallas-Fort Worth Metroplex

The objective of my role is to focus PepsiCo’s investments into the most meaningful data sources, and then enable that data and the 1st party data we collect to activate dynamically with the right consumers in the most relevant ways.

Dallas-Fort Worth Metroplex

I managed a team responsible for retail media investments, from strategy all the way to performance analytics. We partnered with Shopper Marketing to combine deep customer knowledge with media expertise, to ensure that we not only unlocked harder-working media investments but also built capabilities with retail media network partners.

Dallas-Fort Worth Metroplex

I led a team spearheading a data-driven approach to understanding and reaching PepsiCo consumers, using our internal data platform, Consumer DNA. My team worked across all three PepsiCo North America headquarters to support brand, insights, sales, and media teams in unlocking actionable consumer insights at scale.

Dallas-Fort Worth Metroplex

I led a team tasked with introducing an audience-based approach to insights and activation at Frito-Lay, including developing audience profiles for Frito-Lay brands, collaborating with media partners on audience activation strategy, and partnering with data scientists to enhance PepsiCo's consumer data platform.

Dallas-Fort Worth Metroplex

I co-led Doritos' Super Bowl campaign, including script development, testing, shoot oversight, edits, and media/PR plan; Doritos was #2 most mentioned brand on Super Bowl with 95% positive sentiment, garnering 5.6B earned media impressions. I also led the first-ever Doritos esports activation, including event planning, tournament rules, and social/PR strategy, driving 1.5B impressions via Twitch.

Dallas/Fort Worth Area

I developed strategies for Doritos in-store programs and consumer engagement. I had the opportunity to lead a partnership with the blockbuster film "Jurassic World: Fallen Kingdom," including a PR activation that drove over 1.2B media impressions. I also played a key role in the launches of Doritos Blaze and Doritos Flamin' Hot Nacho, the two largest on record for Frito-Lay.

Dallas/Fort Worth Area

I managed almost $13MM in media to support the PepsiCo portfolio at Kroger, working with 8 different external vendors to drive conversion in store. I ensured a consistent brand voice across multi-channel media-to-shelf campaigns (banner ads, email, direct mail, in-store). I also overhauled our strategy for an annual $6MM investment in Kroger email and direct mail, securing alignment across 24 brand teams and increasing ROI for Frito-Lay brands by 15%. In addition, I partnered with Sales and Finance to develop our calendar of in-store displays, and led a cross-functional taskforce responsible for delivering pallets of product to stores nationwide under tight timelines.

Dallas/Fort Worth Area

During my 10-week internship, I identified and quantified consumer demand for LTO and regional products and built consensus around an e-commerce strategy to meet that demand. I also projected the ROI of launching an e-commerce platform, including the value of the resulting consumer data acquisition.

Greater New York City Area

I managed the five-member editorial team and coordinated the publishing process with the 25-member research team, overseeing the daily production of economic research on Roubini.com as well as email and social media outreach. I collaborated with cross-functional teams (design, web development, research, and sales) as product manager in improving and launching digital products, most recently a subscription-based newsletter for retail investors. I also surveyed analytics to identify usage patterns, evaluate, and improve the success of email campaigns and social media marketing efforts.

Greater New York City Area

I successfully pitched to C-level executives the idea of creating an interactive forecast center to offer clients more customization, a solution to the problem of meeting the needs of an increasingly diverse client base. I also built consensus around a style guide for charts; increased efficiency with an Excel macro to make charts for the web. In addition, I facilitated the launch of the New Delhi office, training 10 new staff and integrating them into the publishing workflow. I also launched an internship program, hiring, supervising, evaluating, and mentoring 11 interns.

New York, Ny

I revised research and opinion pieces by renowned economist Nouriel Roubini and his team, ensuring consistency in the company’s narrative on the future of the global economy. I led the transformation of the Global Economic Outlook from a 400-page PDF report, published annually, into a dynamic digital product, now one of the top 10 most visited pages on Roubini.com. I executed as a web producer the launch of Roubini.com, one of the most sophisticated economic research websites. I created daily and weekly newsletters, strategically selecting and arranging content to drive site traffic.

I advised a commissioner on best practices for U.S. government use of social media to influence foreign publics.

Greater New York City Area

I pitched and wrote articles under tight deadlines, interviewing two U.S. ambassadors and other geopolitics experts.

Vietnam

Trained 40 Vietnamese reporters on English language and journalistic skills (interviewing, using quotes, fact-checking)Selected from the 10 editors on staff to perform the final daily review before the newspaper went to pressVolunteered to serve as a food critic, reviewing over a dozen local restaurants—some fancy, some food stalls

Master Of Business Administration (Mba), Marketing

Activities and Societies: • Co-chair of the Marketing Group; active member of the Food, Environment, Agribusiness, & Development Group.

Bachelor Of Arts (Ba), Social Anthropology

Graduated with honors; wrote a senior thesis on the effect of pregnancy on teens' sense of identity

Semester Abroad, Social Anthropology

Conducted independent research on alcohol abuse among Aborigines