Virgin USA Appoints head of branding

Virgin USA is pleased to announce that Julie Cottineau has been named Vice President Brand. Prior to joining Virgin USA, Cottineau served as Executive Director of Consumer Branding at Interbrand, a leading global branding consultancy.

Cottineau brings 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(R) Innovation process which leverages out of category best practices to break through in competitive markets.

Cottineau will oversee branding strategy for new Virgin companies in North America. “Virgin USA strives to make the global Virgin brand an American brand in the most important financial market in the world,” says Cottineau. “I look forward to continuing to leverage Virgin’s leadership as a champion for the consumer and our ability to find new opportunities to give the consumer a superior experience.”

“The brand has grown very successfully and organically based on the vision of Sir Richard Branson,” says Virgin USA CEO Frances Farrow. “Julie’s exceptional experience, creativity, and discipline will help us take the brand to the next level here in North America.”

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


Virgin, a leading branded venture capital organization, is 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.

Virgin USA oversees and is responsible for all expansion of the Virgin brand in North America. 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 Atlantic, Virgin Mobile, Virgin Megastores, Virgin Comics, Virgin Life Care, and Virgin Books. 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.