Julia Cames

As a global marketing leader, I bring a sharp commercial focus, a say–do mindset, and a deep belief in building high-performing, empowered teams. With a career spanning digital media, technology, and professional services, I specialise in driving brand impact, marketing efficiency, and business growth across B2B and B2C markets.

I currently lead a global marketing organisation of over 200 professionals across functional and regional teams. My remit spans Digital, Brand, PR & Communications, CRM, Content, Performance Marketing, Social Media, Events, and Market Intelligence. Under my leadership, we’ve delivered a unified brand identity, a performance-driven editorial strategy, and marketing-owned channels generating over £100 million in net fees globally — with a 440% ROI.

What sets me apart is a relentless focus on clarity, culture, and outcomes. I help organisations scale through customer-centric design, data-informed decisions, and strong cross-functional partnerships — while fostering creative ambition, accountability, and agility in everything we do.

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My holistic approach to brand development and operations brings together key components for both performance and creativity.

Led three global rebrand rolled out across all regions and channels, resulting in a steady increase in share of voice, brand recall and improved brand equity across priority markets.

Lead end-to-end project management for high level and tactical campaigning: Out-of-home campaigns, Sponsorship ads, TV campaigning, Social media and Display advertising, Offline merchandising, Employer branding, Corporate communications.

Build brand awareness; recognises and reacts to market trends, consumer insights, market researches and competitive benchmarks.

Own the marketing strategy and delivery, and own targets and budget. Innovate and implement go to market plays and tactics to grow brand core KPIs..

Manage all stakeholder involvement, cross-team collaboration and third-party communications.

Facilitate the production and workflow of the in-house team of creatives (briefing, strategic reasoning, intent, output.) as well as agencies and third party vendors.

Create weekly, monthly and quarterly business reports including OKR planning and reporting for every team I manage and lead.

Plan department resources and budget, manage internal and external creatives and production agencies.

Own all processes, quality assurance and scalability, plus streamline workflow and prioritization in accordance with Agile methodologies.

GLOW brand refresh launch in 6 months and rolled out in 33 countries, resulting in a 5% increase in share of voice and improved brand equity across priority markets.

Strengthened global partnerships with LinkedIn, Microsoft, and AWS to boost brand visibility, unlock co-marketing opportunities, and drive enterprise engagement.

Drive the repositioning of Hays from transactional recruitment to strategic workforce solutions through a unified brand architecture, campaigns, and client value propositions.

Direct global agency relationships and in-house operating models to maximise delivery efficiency and marketing impact.

HubSpot’s solution spotlight interview on tier 1 media Le Figaro – reach 2 Million.

Display ads on top premium programatic domains with a CTR of 1.04%

People who saw one of our YouTube ads in France were 510% more likely to search for the term ‘HubSpot’ compared to those who did not see our ad.

With a brand awareness goal, the ads performed ahead of industry benchmark and increased brand perception by 10 points.

Delivering the out-of-home campaign in EMEA, and ensuring end-to-end production and launch of 50 creative advertisements within 2 months (info screens, digital takeoff board, billboard, lightboard, ceiling, cross-banners, colorama, etc.)

Delivering advertising assets for 3 in-destination individual touchpoints, and iterating on 2 existing campaigns to build the european audience. These included , ,

Launching and growing Creative Studio, a cross-disciplinary, collaborative group that brings together all creatives working in marketing and brand.

Building prioritization roadmaps to ensure the creative production is aligned with the company’s primary objectives. Ensuring campaigns are launched and followed up on with thorough data breakdowns to account for success.

Building a French market from scratch (P&L, PR, Marketing, Loyalty), which became the second most successful market after Germany.

Integrating strategic operations into business development roadmaps with emphasis on customer satisfaction and team efficiency.

Champion data-led decision-making, CX/UX best practice, and consistent KPIs across global and regional teams to increase lead generation and marketing attributed ROI. I provide 360-degree coordination and execution of marketing initiatives with a strong emphasis on consumer benchmark, user research, scaling, quality assurance, data reporting, A/B testing and targeted content.

Build content and campaigns for all marketing channels by developing teams of writers and content marketers, or by briefing third parties and agencies.

Teach strong frameworks (reasoning, experimentation, AB testing), processes and methodologies that unify campaigns output.

Support editorial strategies with data, market research and competitor benchmarks, ensuring that teams commit to key objectives and roadmaps to successfully roll out campaigns at scale.

Conduct critical reviews through positive reinforcement and constructive feedback to promote continuous learning within the team.

Fuel and accelerate demand with agressive demand campaigns to maximize market penetration across segments and verticals.

Strategic leadership across the international teams (Marketing, Sales & Services.)

Marketing-owned digital channels contributed an estimated £100 million+ in net fees globally, achieving a 440% return on investment, underscoring the commercial value of owned media.

Established and scaled functional OKRs across all regional marketing teams, tracked in real-time, with quarterly reviews and aligned KPIs.

Developed our global performance marketing strategy and delivered +20% lead gen across key markets.

Achieved a +40% YoY traffic increase on our Global B2B website and a +30% YoY traffic increase on our Global B2C website through SEO optimization, increased content production, and targeted LinkedIn ads.

Grow the search traffic and conversions to expand across topics for employees and decision-makers (KPI: +70% traffic and +60% Sign-ups YoY)

Strengthen and expand our network of native partnerships to build monthly-themed marketing campaigns, and test our messages to reach our audiences through automation. (KPI: +70% Content Leads and QLs YoY).

Launch Editorial content types (Advertorials, Executive Content, Podcast, Blogs, YouTube) focused on our product story and global themes. KPI: account for 15% of our lead gen in H1, 25% in H2).

Grow demand driven MRR by 77% through high intent marketing led campaigns. Customer Experience Spotlight drove 3,000 registrations, 70% Net New Leads and C-level audience.

Auditing the core markets and optimizing source market key landing pages. Relaunching the newsletter program and increasing click-through rate by 70% during the first month, plus increasing brand awareness through online and offline campaigns quarter over quarter.

Building a performance-driven approach to digital advertising and increasing display channel engagement quarter over quarter (targeting, prospecting, exploration.)

Creating a marketing style guide and a copy playbook that ensured best practices were assessed and implemented across 18 languages, while increasing click-through rate and quality score month over month.

Launching a SEM activation project across 14 languages over the course of two quarters, plus directly participating in delivering €1 million in NR through the addition of targeted keywords and aliases.

Owning the editorial strategy in 6 markets, plus launching loyalty programs and campaign coverage online and offline to increase brand awareness, acquisition and retention.

Developing, planning and controlling all international marketing activities to ensure personalized and individual communication with customers.

My results-driven standards for localized content enable organizations to scale, engage, inspire and maintain strong customer retention rates.

Develop standards for success and ensure that targets, OKRs and KPIs are met each quarter.

Build the global content marketing strategy, and increase awareness and reach for the editorial, CRM, category, paid search and social channels.

Manage a team of 12 English copywriters and 15 languages specialists, and oversee the freelance management with a pool of 100 external content writers and third party vendors.

Build marketing playbook, tone of voice, style guides and editorial strategies to increase engagement.

Establish seamless content workload distribution and effective workflow measures.

Improve processes across the team as workloads increase.

Ensure that recruitment goals and quality standards across the team are met.

Build and maintain strong working relationships with stakeholders across the company.

Promote awareness of the global marketing content team and the business value localized content holds across the company.

Maintain cutting-edge industry knowledge by staying up to date regarding the latest trends.

Grew the company’s social media presence to 8.5 million+ followers on LinkedIn, securing top industry ranking and expanding brand authority in the world of work.

Developed and launched a unified global editorial strategy, aligning content and campaign themes to strategic pillars and market needs.

Embedded AI and automation into marketing plans and competency frameworks, building future-ready teams and capabilities.

Pioneer editorial storytelling that positions our brand as a thought leader and industry influencer.

Identifying and campaigning for product and marketing content to be self-contained entities, allowing for the creation of specialized, targeted content for each user group.

Owning the copy rebrand in 18 languages, including the creation of our tone of voice, style guides and brand playbook.

Launching 4 new languages and ensuring 100% marketing coverage (200% growth over the first 2 months, €1 million net revenue in 6 months.)

Participating as a key speaker in the ‘Marketing Content at the Speed of Agile’ panel during LocWorld 2017.

Optimizing the customer journey throughout all touchpoints (onsite, email, social & customer support) and identifying new opportunities to improve customer retention at scale.

Monitoring competitor activity within markets and developing local business strategies. Managing cross-functional local and global communications and workflows.

With nearly two decades of experience managing global teams of up to 200 people, I focus on enabling high performance through clarity, accountability, and a culture of continuous development. My leadership style is grounded in trust, outcomes, and a shared commitment to excellence—bringing people together to deliver work that makes a difference.

Lead diverse groups of professionals, including team leaders, marketing and brand managers, copywriters, localisation specialists, project managers, designers, video editors, and production managers.

Champion professional growth through structured performance reviews, 360-degree feedback, personal development plans, and cross-team calibration.

Create a strong coaching environment through regular team meetings and one-to-one check-ins that support execution, capability building, and long-term career development.

Facilitate workshops on topics such as responsible tourism, brand advocacy, customer communications, consumer marketing, and brand operations—tailored to drive both practical skills and strategic thinking.

Hays’ International Leadership & Management Programme (ILMP) fellow. Senior leadership training (24 months program), (awarded the Princess Royal Training Award from the City and Guilds of London Institute) – October 2023.

HubSpot Fellows Winter 2021 cohort. Fellows is HubSpot’s premier growth program designed to develop and scale the impact of our most talented HubSpotters from around the globe. Over this program’s span, Fellows participants learn directly from Harvard Business School Professors and HubSpot’s C-Suite and Executive teams on topics including unit economics for HubSpot, making strategic decisions, managing complexity, corporate finance basics, innovation management, strategic thinking, and competitive strategy.

Participating in 12 months of leadership training (The Art of Leading Teams), after which I facilitated a one-day workshop for over 60 junior leaders (96% CSAT.)

Attended the “Implementing Strategy” course at The Chartered Institute of Marketing in London. Highlighting the key stages in the process; potential pitfalls and providing a rounded view of the challenges and practices which will impact on achieving desired outcomes.

Building and mentoring local marketing and sales teams in Paris, Berlin, London, Madrid, Milan and Warsaw.

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