Florida East Coast Industries (“FECI”) announced the addition of Julie Edwards as Chief Marketing Officer (CMO) of All Aboard Florida, the nation’s first privately-funded and operated passenger rail service.
In the role of CMO, Edwards will be responsible for driving the marketing strategy in support of the launch of All Aboard Florida.
Edwards’ appointment is well-timed as All Aboard Florida ramps up outreach to international and domestic business, trade and consumer audiences in anticipation of the service launch.
“The addition of Julie Edwards as Chief Marketing Officer comes at a critical and exciting time as we near completion of All Aboard Florida’s leadership team appointments,” said All Aboard Florida President and Chief Development Officer Mike Reininger.
“With the project moving into construction this year, our team’s preparations for launch of service will begin in earnest with Julie now on the team. Her deep knowledge of the industry and proven track record in strategic planning will be invaluable as we introduce the most highly-anticipated passenger rail service in the United States.”
Edwards is best noted for her brand-building capabilities as a lead consultant for 11 years in establishing and rebranding NAVTEQ, now Nokia – the leading provider of high-performance digital maps for leading brands such as BMW, Mercedes-Benz, Garmin, MapQuest and Verizon. She helped build the brand in over 80 countries and assisted in growing the brand from an $80 million privately-held company to a $1 billion public company, while also leading NAVTEQ’s re-branding efforts following an $8.1 billion acquisition by Nokia in 2008.
Edwards resides in Orlando, Fla., and holds a Bachelor’s Degree in Business Administration from the University of Kentucky.
All Aboard Florida, www.AllAboardFlorida.com