Julie Cottineau

Julie Cottineau

Visiting Senior Lecturer of Marketing at Samuel Curtis Johnson Graduate School of Management

Julie is the Founder of BrandTwist LLC a unique brand consultancy focused on helping entrepreneurs build their brands and leverage them as actionable business assets. Julie brings to this venture a wealth of experience in brand building for some of the world’s best loved and most successful brands. For the past 5 years until August 2011, Julie was the Vice President of Brand at Virgin USA overseeing branding strategy for new Virgin companies in North America as well as providing strategic brand support for the established Virgin businesses.

Virgin is a leading branded venture capital organization and one of the world's most recognized and respected brands. Conceived in 1970 by Sir Richard Branson, the Virgin Group has gone on to grow very successful businesses in sectors ranging from mobile telephony to transportation, travel, financial services, leisure, music, publishing, and retailing. Virgin has created more than 200 companies worldwide, employing over 50,000 people in 29 countries.

With a reputation as one of the most exciting brands in the world, Virgin continues to blast into markets where the customer is being underserved, offering value for money, good quality, innovation, exceptional customer service, fun, and a sense of competitive challenge. Existing businesses include Virgin America, Virgin Atlantic, Virgin Mobile, Virgin HealthMiles, Virgin Wines Virgin Festivals, and the recently announced Virgin Hotels. Building upon the success of these businesses, Virgin USA continues to look for opportunities in North America where it can offer something better, fresher, and more valuable to consumers.

Prior to joining Virgin USA, Julie served as Executive Director of Consumer Branding at Interbrand, a leading global branding consultancy. She has 20 years of experience in strategic development and implementation across a wide range of innovative brands such as Orbitz, Stolichnaya Elit, TD AMERITRADE, Heinz EZ Squirt, Sierra Wireless, SBC U-Verse, Vitamin Water, Time Inc. New Ventures, and Subaru Tribeca. She is the creator of Interbrand’s proprietary Brand Tango® Innovation process which leverages out of category best practices to break through in competitive markets.

Fluent in French, Julie spent three years at Grey Paris as an International Account Director during her ten year tenure at Grey Worldwide. She graduated Cum Laude from the University of Pennsylvania Annenberg School of Communications. She lives in Westchester County with her husband and two children.

She is also a frequent commentator on brand innovation and inspiration through her popular branding blog ( on Twitter at @jcottin and on numerous expert panels.


Visiting Senior Lecturer of Marketing
Samuel Curtis Johnson Graduate School of Management
January 2012 - Present