Julie Lubell is a seasoned business-to-business (B2B) commercialization and growth executive known for transforming complex business challenges into clear strategies, aligned organizations, and sustainable commercial results. With more than 25 years of experience, Julie has held leadership roles in financial services, technology, consulting, and consumer products at Moody’s Ratings, J.P. Morgan, Citi, American Express, L’Oréal, and PricewaterhouseCoopers (PwC). Today, as Founder and Managing Partner of Revenue Lift Group, she helps companies strengthen their go-to-market strategies, improve commercial effectiveness, and build scalable operating models for long-term growth.
Julie’s career began in consulting at PricewaterhouseCoopers, where she developed and led teams building systems and tools. Based in New York and Copenhagen, she led global teams implementing data warehousing, customer relationship management (CRM), and customer analytics solutions for Fortune 500 organizations. She built the firm’s Data Warehousing practice in Denmark and was one of a handful of consultants selected to build a new global strategy division in PwC’s Information Technology Management consulting business. This early work in analytics, technology, and organizational problem solving taught her to connect data, technology, and customer insight to business strategy, while her international assignments grounded her in the cultural and operational realities of global markets. Together, these prepared her to lead products, teams, and commercial initiatives across regions, integrating and aligning efforts to drive efficiency and sales growth.
Following PwC, Julie broadened her leadership experience through positions spanning consumer marketing and corporate turnaround work. At L’Oréal USA, she led U.S. marketing and multimillion-dollar profit and loss (P&L) responsibilities for Garnier Fructis Styling, bringing the business to profitability in its second year while growing sales by 16 percent to $62 million. She subsequently served as a turnaround consultant with CRP (later acquired by Deloitte), where her work contributed to the sale of a $30 million casual dining chain and the acquisition of a $35 million retail brand. These experiences strengthened her ability to move comfortably between strategy and execution while evaluating businesses through the interconnected lenses of customers, operations, financial performance, and growth.
Julie continued building her product and commercialization expertise at American Express, where she led Product & Marketing Strategy for the Meetings & Events segment within commercial cards, driving more than 30 percent card acquisition growth and pushing charge volume to twice its target. She then joined Citi, beginning what would become more than a decade of increasingly expansive global leadership. As Global Head of Travel & Entertainment Commercial Card Products within Treasury and Trade Solutions, Julie oversaw Citi’s largest commercial card portfolio. Over time, her responsibilities expanded to include driving partnerships, digital strategy, and innovation. She led initiatives with 30+ cross-functional colleagues across approximately 100 markets, sustaining double-digit growth, driving digital adoption, and facilitating three joint partner offerings. Those results earned her a place among 49 global leaders Citi selected for an executive advancement program.
Julie later became Citi’s first Global Head of Commercialization for Treasury and Trade Solutions, where she led go-to-market strategy, customer experience, pricing, innovation, and sales effectiveness for the entire division. She led the global repositioning of more than $2.6 billion in Receivables and Liquidity businesses, an initiative that contributed to 8 percent year-over-year growth. She also built a single-source-of-truth platform unifying regional client information into one global environment to drive adoption and sales. The platform became a leading revenue-driving offering in the division, demonstrating Julie’s ability to combine customer needs, technology, data, and commercialization into solutions capable of creating measurable enterprise value.
Julie then joined J.P. Morgan as Head of Trends & Advisory for J.P. Morgan Payments, an $8 billion-plus division, where she led market trends, customer intelligence, sales enablement, customer data analytics, and events strategy. Those insights shaped product, sales, and digital priorities for senior leadership, including the CEO. In parallel, she built and led the Payments global environmental, social, and governance (ESG) team and represented the division on the Bankers Association for Finance and Trade (BAFT) Sustainability Working Group.
Following J.P. Morgan’s acquisition of First Republic Bank, Julie was named Head of Client Migrations for J.P. Morgan Payments, a high-stakes and operationally complex assignment. Leading customer service and onboarding for the migration, she built the strategy, the plan, and an organization of more than 200 professionals who migrated 36,000 high-value clients on an accelerated timeline with high retention. After she gained approval from every line-of-business officer, the C&IB’s Global Head of International Service and Onboarding partnered with her, making her model the single servicing approach for the entire firm. Her coordination across senior leaders and functions kept a fast-moving integration on track, reflecting a recurring theme throughout Julie’s career: her ability to bring structure to complexity, mobilize large cross-functional groups, and maintain focus on both the customer experience and the strategic objective.
At Moody’s Ratings, Julie served as Global Head of Sales Enablement and partnered with Technology and Product Development to build the commercial infrastructure supporting a 300-person organization responsible for approximately $2.7 billion in annual revenue. The role spanned marketing, events, training, lead generation, rewards and recognition, and AI program management. She launched the Moody’s Ratings Commercial value proposition and division-wide training program, which increased sales negotiation confidence by 19 percent and reduced onboarding time by 16 percent. On the go-to-market side, her work drove a 36 percent increase in web traffic, a 62 percent improvement in webpage engagement, and more than 10 percent growth in lead generation.
Her work at Moody’s further demonstrated Julie’s ability to commercialize new ideas and modernize established organizations. When Julie took over the commercial strategy for the Moody’s Net Zero Assessment, a new ESG ratings product, it had not yet made a single sale. Replacing scattered regional efforts with one coordinated global approach across sales, legal, compliance, and marketing, she helped close the product’s first deals within months. A ZoomInfo pilot she selected paid for itself in six months. She then partnered internally on a platform to bring multiple systems and AI capabilities into a single sales environment, advancing her long-term goal of fewer tools and less cost, risk, and complexity for the sales team.
In 2026, Julie founded Revenue Lift Group, a boutique go-to-market strategy and business operations advisory firm. As Managing Partner and a fractional go-to-market and commercialization strategist, she works alongside founders and corporate leadership teams to help them build, scale, and revitalize their commercial engines. Her advisory approach draws on decades of experience across commercialization, pricing and packaging, account planning, and organizational alignment. Julie builds go-to-market systems that fit the company and its culture, putting the right people, processes, tools, metrics, and behaviors in place so the strategy holds long after the engagement ends.
Julie’s leadership style has been shaped by the breadth of environments in which she has operated: from established global institutions to entrepreneurial businesses, consumer brands to B2B organizations, products to services, and growth initiatives to corporate transformations. Her experience has made her a thoughtful, collaborative, and inclusive leader who builds strong partnerships. That range allows her to approach new businesses and challenges with curiosity, adapting proven frameworks to find lasting improvement.
Julie earned a Bachelor of Arts in Mathematics from Cornell University, where she also served as Class President through Cornell Class Councils, and earned an MBA focused on management, marketing, and entrepreneurship from Columbia Business School. Her executive style reflects that blend of quantitative training and business education, balancing evidence with sound judgment, centered on customers, people, and execution.
As Julie expands her advisory work and pursues board service, she brings the perspective of an executive and operator who has repeatedly been called upon to connect strategy with execution. Her experience is particularly relevant to boards of organizations navigating growth, commercialization, sales transformation, digital enablement, product expansion, partnerships, operational complexity, and organizational change. Her career across consulting, consumer products, payments, ratings, and banking gives her a commercial perspective that applies across industries.
Outside of work, Julie is an active member of the Columbia Free Speech Alliance, which supports open inquiry at Columbia University. She is also an avid crafter and artist, often creating alongside her family. That creativity shows up in how she works: experimenting, iterating, and bringing different perspectives together to solve problems. Whether advising a founder or joining a board, Julie brings real passion, analytical rigor, commercial judgment, collaborative leadership, and a consistent focus on converting ideas into sustainable results.
Character:
Julie leads with an approach grounded in accountability, collaboration, adaptability, and ownership of complex challenges. She starts by listening to customers, colleagues, and the people closest to the work before drawing conclusions, recognizing no single playbook fits every organization. Across organizations and industries, she has built teams around shared objectives, balancing commercial performance with the needs of customers and colleagues.
Knowledge:
Julie has deep knowledge of commercialization, go-to-market strategy, sales enablement, marketing, product management, pricing, partnerships, analytics, operational efficiency, and global financial services, and connects lessons across a breadth of disciplines and business environments.
Strategic:
Julie combines enterprise-level strategic thinking with the practical discipline to turn vision into measurable execution. She has repositioned multibillion-dollar businesses, commercialized new offerings, built scalable operating models, developed partnerships, and led major transformation programs by connecting long-term objectives with clear processes and performance measures.
Communication:
Julie translates complex market, product, customer, and operational information into clear direction for executives, sales teams, and clients. Her work in sales training, competitive intelligence, executive reporting, value propositions, and global stakeholder leadership reflects an ability to create alignment and move diverse groups toward a common objective.
