Athleta
Athleta's Palo Alto location isn't just a retail store — it's a community hub for active, values-driven women in one of the most affluent zip codes in the country. I joined as a Brand Associate and was promoted to Keyholder within the role, taking on store operations responsibilities while continuing to lead in customer experience, loyalty, and in-store marketing execution.
Year
Jul 2020 – Oct 2021
Client
Athleta Town & Country Palo Alto
My Role
My role sat at the intersection of sales, brand, and community. On the floor, I built genuine relationships with customers — not transactional ones. Regulars called ahead to check if I was working. I knew their sizes, their preferences, their lives. That kind of trust doesn't come from a script; it comes from actually caring.
Beyond the customer relationship, I consistently ranked in the top 3 store-wide for both loyalty program enrollments (85–100 sign-ups per month) and GAP Inc. credit card conversions (26–40 per month) — every single month. I was named April Spotlight of the Month in recognition of that performance.
I also led monthly product marketing rollouts — styling and dressing mannequins to brand standard for each new seasonal launch and updating in-store marketing materials to reflect current campaigns.
As Keyholder, I took on opening and closing responsibilities, end-of-day cash operations, and holding team standards. I also supported the buildout of a new Athleta location in Napa.
CycleBar x Athleta Community Event
One of my proudest projects was a community partnership activation I planned and executed with CycleBar. I built the event page on Splash, coordinated cross-promotional social outreach with the CycleBar team, and managed all day-of logistics — including branded goodie bags featuring Clif Bar and Boxed Water, partners that reflected Athleta's commitment to active living and sustainability.
The results spoke for themselves: 100% loyalty enrollment and 20% credit card conversion among attendees — well above standard in-store averages. It was a small event with an outsized impact, and it showed me how much I love the intersection of brand, community, and live experience.
Simone Biles Activation
I was selected as a brand ambassador for Athleta's marquee Simone Biles activation at Sharks Stadium — assembling swag bags and supporting brand engagement at one of the brand's highest-profile events of the year.
Opening the
Napa Store
In September 2021, I was chosen as part of the opening team for Athleta's new location at Bel Aire Plaza in Napa — supporting the buildout and launch of a brand new store from the ground up. Being trusted with that kind of responsibility, at a flagship moment for the brand, meant a lot.
What I learned
Athleta taught me that the best marketing happens in the relationship — not the campaign. Every loyalty conversation, every styling moment, every event was a chance to make someone feel seen by a brand that genuinely stood for something. I brought that same instinct into every marketing role I've held since.
Key Results
Top 3 loyalty performer store-wide — 85–100 enrollments/month, every month
Top 3 credit card performer — 26–40 conversions/month, every month
April Spotlight of the Month
100% loyalty enrollment at CycleBar x Athleta event
20% credit card conversion at CycleBar x Athleta event
Brand ambassador, Simone Biles x Sharks Stadium activation
Opening team, Athleta Bel Aire Plaza, Napa — September 2021
“Julie, You’re always positive and enthusiastic! Customer service 100% & team player! You are fantastic! Thank you
— Sam, Alex, Genevive, Karey (Managers)