I am a global commercial leader and entrepreneur with two decades of experience growing teams and revenue across Europe, the Middle East and APAC. I work with founders and leaders who want to build healthy, high performing organizations.
"As Sales Director, Julia brought relentless drive, energy and a scrappy, entrepreneurial mindset from day one. She set high standards, trusted her people and coached several team members to grow significantly under her leadership."
Tao Tao, Co-founder & COO, GetYourGuide
I support founders, executives and leadership teams through a mix of coaching, advisory work and hands on facilitation.
I bring over twenty years of commercial experience across travel tech, media, and marketplaces, most recently as Director of Sales at GetYourGuide. I’ve built and led sales and account management teams across Europe, the Middle East, and APAC, overseeing 11 offices from London to Sydney.
My career has taken me to Sweden, Norway, Switzerland, India, Egypt, and the UAE, with extensive travel all over the region mentioned above, which has given me a deep understanding of how culture and context shape successful business.
My work has always lived at the intersection of performance and people. I care about results, and equally about how those results are created. My approach blends clear goals and expectations with empathy, honest feedback, and a belief that people perform best when they feel trusted and seen.
Today, I split my time between leadership coaching, advisory work, and entrepreneurship, supporting leaders who want to grow sustainably without burning themselves or their teams out.
Scaling sales and account management teams across regions and cultures
Building commercial strategies that connect targets, structure and behavior
Creating performance cultures based on clear expectations and high trust
Coaching leaders through change, growth and difficult conversations
Developing managers who can both care for and challenge their teams
Navigating complex stakeholder landscapes and competing priorities
Supporting women in leadership and under represented talent in tech
"I had the privilege of working with Julia for seven years, building the market from scratch into one of the fastest-growing regions for the company. Her energy is like nitro fuel for growth, and she genuinely cares about her team, fostering a collaborative, empowered culture in APAC."
Regional Manager North East Asia, GetYourGuide
"Julia was the manager who had the biggest impact on my performance and professional growth. She created a culture across our APAC teams where everyone felt appreciated, motivated and heard, and she constantly encouraged us to beat expectations through feedback and self reflection."
Former APAC Supply Team Member, GetYourGuide
"You have been a solid and constant pillar throughout my experience at GetYourGuide. Your energy as a leader can move mountains while respecting and recognizing everyone’s individuality. You leave a massive footprint not only in business results but in the culture and the number of leaders you helped shape. You’ve always been a role model for me"
Sales Operations Manager at GetYourGuide (Peer/ Support function to Julia)
"You are a force and a pillar of the company culture. Your resilience stands out and your mentorship created a lasting imprint. You step into unknowns, take on massive scopes, and always say yes when it is about helping and mentoring your people."
B2B Brand and Insight Lead at GetYourGuide (Peer)
"You are a force of nature. The interactions we had inspired me to stay brave, authentic, and speak up."
Director of Data Analytics at GetYourGuide (Peer)
"You were a guiding light for me. You helped me succeed in my early projects and paved the way for my growth. I will forever be thankful."
Director of Product at GetYourGuide (Peer)
"You set a high bar for integrity, work ethic, and doing what’s best for customers. You brought humanity, depth and passion to every meeting."
Director of Sales, Americas, at GetYourGuide (Peer)
"You are a culture warrior, bringing positive intensity and joy. Well liked and respected for your skill set."
Director of Operations at EF Educational Tours (Direct manager to Julia)
"Your strong leadership, vision and energy made a lasting impression on me. You inspired me to grow and recognised my potential. You will always be my role model"
Account Manager at GetYourGuide (Direct report)
"Your tenure was a remarkable period of growth for both our companies. Your support was exemplary and instrumental in our success."
Founder and CEO at OceanAir Travels (a GetYourGuide Business Partner)
"Julia never ceases to impress. She builds strong mentoring relationships and provides hands-on situational advice."
Head of Sales & Supply Operations at GetYourGuide (Peer)
"Julia proved to be an invaluable resource. She is goal and performance oriented and played an important role in developing a great culture."
Co- Founder & CEO at Let’s Deal/ Schibsted Media G (Direct Manager to Julia)
"You built a culture of trust and ambition that will continue to shape GetYourGuide for years."
Co- founder & CEO at GetYourGuide (Collaborated with Julia)
"Julia encourages you to become the potential she sees in you."
Senior Destination Manager at GetYourGuide (Direct report)
"She consistently brings out the best in those around her. Thank you for everything you have done for me and the team. You supported us, developed us, led us and protected us. I was impressed from the first interview and have been impressed every day since."
Regional Manager at GetYourGuide (Direct report)
"Her support and encouragement have been incredibly valuable in my personal growth."
Account Manager at Global Eagle (Mentee to Julia)
"You shaped my early leadership days, showing the power of empathy, human connection and honest, direct feedback."
Regional Manager at GetYourGuide (Direct report)
"A strategic and inspiring leader who fostered a great culture. A strategic and innovative leader with the ability to inspire excitement around the mission. A caring mentor who seeks feedback."
Regional Manager at GetYourGuide (Direct report)
"The region’s culture and success became a reflection of her leadership."
Regional Manager at GetYourGuide (Direct report)
"A catalyst for empowerment, bringing passion and momentum wherever she goes."
VP Marketing at GetYourGuide (Peer)
"Out of all the directors, I learned the most from you. Thank you for the energy, expertise, leadership and friendship."
Director of Analytics at GetYourGuide (Peer)
"A steadfast, driven leader through 9 years of mission-critical challenges."
CMO at GetYourGuide (Collaborated with Julia)
"Her leadership elevates entire organisations. GYG is a much better place thanks to all that she has done."
VP Brand at GetYourGuide (Peer)
Read on to learn more about Julia, what others say and her own thoughts on leadership, teams and growth.
“A former colleague reflects on what it was like to work with me, and the practices that helped our teams grow.”
3 Tough Lessons for Women in Leadership, from a Director in the Middle East
The Story Behind our Incredible Women Initiative
"I highly value Julia's coaching as she continuously challenges me and my assumptions. I leave every session with a concrete insight that pushes my performance to the next level. Having had multiple coaches in my career, I know what I need from coaching and Julia ticks all the boxes."
Clemens Immel
Coaching Client
If you are a founder, leader or L&D partner needing support with leadership, culture or commercial performance, I am happy to start with a short conversation. We can use the time to understand your context, what you are looking for, and whether I am the right person to help you.
Book a 30 minute intro call