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Ashley Julig
Marketing & Brand Executive

Award-Winning Global Marketing Executive and Strategist who, with a bias towards action, drives past the competition with forward-facing strategies that build competitive strength and sustainable growth for startups to Fortune 100 companies.

Notable Strengths and Contributions

Reinventing Marketing Strategy: Met product plan, for the first time in seven years, by redefining the way USAA marketed life insurance. Researched and uncovered consumer insights and translated them into a strategy that flipped the perception of how consumers viewed life insurance and delivered a multi-year integrated marketing campaign.

▪  Facilitating Growth: Created an “always on” media presence and lead based marketing strategy leveraging new channels and ad creatives. Exceeded plan for upper-funnel metrics by 19%. Increased annual product plan 6% and call volumes 15%, YOY for USAA Life Insurance Company.

▪  Advancing the Value of Analytics: Increased Analytics' billable hours 40% over prior quarter, from the

Centers for Medicare and Medicaid Services Office of Minority Health, a key healthcare client of Ketchum

Inc. Rebuilt the trust between analytics and account management teams through the development of a

measurement framework complete with KPIs, communication tactics, and measurement methodology,

which was applied to the upcoming Office of Minority Health's first Health Equity Conference. Organizers

garnered actionable feedback from at least 50% of the participants, capturing attitudes and perceived

impact on health confidence.


▪  Elevating Brand Awareness: Shaped product positioning, naming, and marketing strategy for the launch of AT&T U-verse, currently known as AT&T Internet. Transformed consumer insights into go-to-market strategy and executed national media campaign, increasing unaided awareness 115% in the first 12 months.

▪  Optimizing Digital Marketing Processes: As Director of Advertising at AT&T, reduced production costs, established a more cohesive brand presence, and within two quarters, increased view-through attribution by 8%, CTR by 13%, and +6% CVR. Developed brand architecture and guidelines for the end-frames of all digital advertising assets and implemented customer segmentation in the media, a first at the time, in support of multiple consumer product lines.

Competencies Strengths That Drive Market Growth

▪ Strategic Planning and Execution

▪ Global Marketing 

▪ Growth Strategy

▪ Brand Strategy and Design

▪ Agency Leadership

▪ Strategic Partnerships

▪ Product Marketing

▪ Creative Strategy and Development

▪ Client Management

▪ Digital Marketing

▪ Thought Leadership

▪ Client Management 

▪ Data Analytics 

▪ Generative AI | Prompt Engineering

▪ Consumer Insights

▪ Content Strategy and Development

▪ Market Research

▪ Social Media

▪ Communications Strategy

▪ Budget Planning and Optimization

▪ Cross-Functional Team Development

▪ Multicultural | Bilingual Marketing

Building Businesses and Brands Across Highly Complex and Competitive Markets

Studio74 – San Antonio, TX


Provide strategic leadership to define and activate a client’s brand vision, message, and strategy that inspire customer loyalty and advocacy through memorable engagements. Challenge client’s traditional thinking to drive innovative and creative solutions, increasing customer engagement. Sample engagements:

 Performed SEO audit of business’ website, identified technical issues and content and keyword strategies  to improve organic rankings by 28% in six months for one client, and reduced on-page technical issues by 94% in five months. Implemented said strategies into the website and monitored progress and results via Google Analytics, Google Search, and other analytics tools.

▪ Partnered with web designers to develop new or optimize existing content leveraging best practices for on- and off-page SEO for dual-credentialed legal and CPA/Tax firms.

▪  Produced communications/PR strategies for non-profits, including social media, emails, invitations, banners, signage, and promotional materials, while executing media placements and overseeing production.

▪  Developed content strategy and creative assets; performed social media buys and ongoing optimizations.

Ketchum Inc. – Dallas, TX


Hired as member of the senior leadership team for global public relations firm, offering marketing, branding, and corporate communications services. Delivered innovative approaches to performance strategy for clients by deploying media, research, and measurement plans for decision-making and optimization.

▪  Designed and delivered primary research projects focused on driving communications and public relations strategy/insights, e.g., qual/quant surveys, focus groups, IDIs, ethnographic research, and utilizing search and digital data.

▪  Drove relationship-building across the entire organization to uncover business opportunities and build synergies to maximize collaboration.

Talkwalker - New York, NY


Recruited to provide strategic leadership and steward new business opportunities, for the #1 Consumer Intelligence Platform. Served as collaborator, global project manager, and product sales accelerator to support existing and/or drive new customer/client relationships.

▪  Applied industry-leading AI technology and Boolean logic to transform insights into powerful digital storytelling, demonstrating solutions for Fortune 500 companies on protecting, measuring, and promoting brand.

▪  Developed custom product solution for Twitter tailored for global distribution among the top agency and media holding companies; designed multiple user-friendly, interactive dashboards visualizing real-time, curated social conversations providing consumer insights and market trends.

USAA – San Antonio, TX


Hired to lead the creative strategy and campaign development of USAA enterprise national brand and product marketing campaigns, with a focus on the veteran and military communities. Led integrated teams from internal and external creative agencies to develop insights and drive strategic marketing, media, and communications to increase brand awareness and business growth.

 Grew brand preference on US Military installations by identifying new digital out-of-home channels; achieving $3.52:1 ROAS and 9% CTR.

▪  Developed a multi-year brand creative strategy and full-funnel campaign for mortgage products, increasing intent to buy 48% and unaided recall 52% for first-time homebuyers year over year.

▪  Reimagined the USAA approach to sponsoring the Army-Navy game, capitalizing on unique relationship with the academies and the entire military community. Campaign included five broadcast television spots, a complete stadium takeover, and wrap-around social capabilities.

▪  Authored department guidelines for creative development, ‘Creative Strategy and Execution Best Practices’ and ‘How to Give Creative Feedback’ as training resources.

▪  Introduced a multi-touch marketing program that drove 32% increase in Medicare Annual Enrollment product sales.

Earlier career progression

SENIOR BRAND MANAGER, FROST BANK: Reenvisioned user experience for online servicing website and developed new web strategy and design for, realizing $200K annual savings and implementing universal tagging for retargeting efforts.

VICE PRESIDENT CLIENT SERVICES, GROUP O: Provided strategic leadership to the client services team for the AT&T business and supported the growth and sustainability of the Texas satellite office.

MANAGER | ASSOCIATE DIRECTOR | DIRECTOR,  SBC/AT&T: Managed $160M budget, six direct reports, and 30+ external agency resources. Key Member of team that brought DRTV into the media mix at AT&T and oversaw messaging strategy and production for two 30-minute and 60-minute infomercials and two-minute short formats; achieved 113% of projected cost per call, solidifying direct-response TV in the go-to-market plan for the future.


BA, Business Economics / Statistics, Hollins University

French Studies Specialization, The America Business School of Paris

Spanish Language Studies, Middlebury Institute of International Studies

Dedication to Continuous Learning

AWS Generative AI Learning Plan for Decision-Makers: Introduction to Generative AI - Art of the Possible; Planning a Generative AI Project; and Building a Generative AI-Ready Organization

University of Virginia Darden School of Business: Marketing Analytics and Artificial Intelligence in Marketing

Coursera Project Network: Prompt Engineering Generative AI for Marketing & Advertising

Association of National Advertisers (ANA): The Brief – Roadmap to Great Messaging; From Insights to Great Messaging; Integrated Marketing Around the Decision Journey; Effective Campaign Development; Breaking Through the Noise with Influencer Marketing; and Integrated Marketing Communications

National School Boards of Accountancy: Advanced Branding and Brand and Marketing Integration

Project Management Institute (PMI); Value Proposition Developments

University of California, Davis: SEO Specialization Certification; Advanced Content and Social Tactics; and Optimizing Websites for SEM

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