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Hi, I’m Julia Weckback, an innovation and brand marketing professional focused on driving scalable growth through consumer-led strategy. I specialize in stage-gate commercialization, cross-functional leadership, P&L ownership, and insights-led planning. With multi-category experience in consumer packaged goods, I translate unmet consumer needs into high-margin products that strengthen brands and retailer partnerships, delivering measurable value across the product lifecycle.…Hi, I’m Julia Weckback, an innovation and brand marketing professional focused on driving scalable growth through consumer-led strategy. I specialize in stage-gate commercialization, cross-functional leadership, P&L ownership, and insights-led planning. With multi-category experience in consumer packaged goods, I translate unmet consumer needs into high-margin products that strengthen brands and retailer partnerships, delivering measurable value across the product lifecycle.

Julia Weckback

Brand Strategist, Marketing Strategist, Brand Designer, +2

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Hi, I’m Julia Weckback, an innovation and brand marketing professional focused on driving scalable growth through consumer-led strategy. I specialize in stage-gate commercialization, cross-functional leadership, P&L ownership, and insights-led planning. With multi-category experience in consumer packaged goods, I translate unmet consumer needs into high-margin products that strengthen brands and retailer partnerships, delivering measurable value across the product lifecycle.…Hi, I’m Julia Weckback, an innovation and brand marketing professional focused on driving scalable growth through consumer-led strategy. I specialize in stage-gate commercialization, cross-functional leadership, P&L ownership, and insights-led planning. With multi-category experience in consumer packaged goods, I translate unmet consumer needs into high-margin products that strengthen brands and retailer partnerships, delivering measurable value across the product lifecycle.

Available to hire

Hi, I’m Julia Weckback, an innovation and brand marketing professional focused on driving scalable growth through consumer-led strategy. I specialize in stage-gate commercialization, cross-functional leadership, P&L ownership, and insights-led planning.

With multi-category experience in consumer packaged goods, I translate unmet consumer needs into high-margin products that strengthen brands and retailer partnerships, delivering measurable value across the product lifecycle.

Skills

Data Visualization

Copywriting

Experience Level

Data Visualization

Expert

Copywriting

Intermediate

Work Experience

Senior Innovation Brand Manager, Poultry Value-Added at TYSON FOODS

January 1, 2024 - January 1, 2025

Built and led a 4-person innovation team for Tyson's value-added poultry portfolio, translating insights into a 3-year product and packaging pipeline and driving cross-functional commercialization from concept to launch, with ownership of P&L levers and stage-gate governance. Identified Ready-to-Cook category positioning in collaboration with Walmart buyers and internal sales team, fast-tracking commercialization of the resulting concept, and achieved a national launch that generated $30M annually and opened a new category for Tyson. Collaborated on package redesign and product renovation initiative, enhancing transparency through cleaner ingredient panels and elevating shelf impact with a color-blocked visual identity, successfully achieving on-time national launch. Executed an accelerated launch of 25-SKU pipeline in under-innovated category, driving a 20% increase in brand presence at Walmart.

Innovation Brand Manager, Hillshire Snacking / Tyson Foods at TYSON FOODS

January 1, 2023 - January 1, 2024

Managed and developed team of 2 through multiple organizational transitions, development of a 5-year $500M snacking portfolio via competitive analysis, culinary immersion, and cross-functional ideation sessions. Launched Hillshire Farm Dips and Spreads spreadable snack tray platform to national acceptance, solidifying Hillshire Snacking's backwall presence worth $20M annually. Developed multi-workstream pipeline, culminating in major launches including Tyson Snacking Cups at Walmart and Target.

Brand Manager at JBS USA / ADAPTABLE MEALS

January 1, 2018 - January 1, 2023

Scaled start-up brand to national distribution, driving growth across multiple proteins. Owned P&L and portfolio management of new SKUs, and project-managed innovation launches through stage-gated execution. Delivered 40% volume growth in 2022 through strategic planning and customer-centric activation. Reduced packaging environmental impact with 25% PCR trays, generating $126K cost savings. Expanded international distribution and drove 6% volume uplift via retailer-driven innovation. Elevated retailer e-commerce strategy resulting in +60% redemption rates YOY. Grew social media community +68% and engagement +28% in 2022.

Marketing Director at TERRAPIN BEER CO.

January 1, 2007 - January 1, 2018

Grew brand from start-up to major regional player, contributing to acquisition by MillerCoors. Managed 5 core brands and 14-23 annual innovation launches. Led large-scale consumer events plus sponsorship strategy across national footprint. Launched branded venues at Braves SunTrust Park and Mercedes-Benz Stadium, securing top volume accounts. Built and executed #TakeTerrapin campaign, generating 37%+ month-of-launch volume lift.