Julie Austin

Julie Austin is Chief Commerce Architect at VML UK, where she leads commerce strategy for global brands across retail, luxury, FMCG, fashion and automotive. With more than 20 years’ experience leading e-commerce, retail and marketing teams, she brings both client and agency perspectives to connecting customer experience, marketing and technology to drive commercial growth.

Before joining VML, Julie held senior roles at some of the high street’s best-known brands, including Digital Director – Global at Mamas & Papas and Director of Digital Product and Marketing across the US and EMEA at Claire’s. Her experience also includes Next, Bravissimo and Boots, where she worked on the launch of new beauty brands, including Charlotte Tilbury. She has operated at board level, leading multi-million-pound digital transformation programmes, international ecommerce expansion and omnichannel marketplace launches, with direct responsibility for financial performance and profit delivery.

At VML, Julie works with major global clients including Unilever, Colgate-Palmolive, TK Maxx, and Nestlé. She speaks and writes regularly on agentic commerce, social commerce and the future of retail, with a focus on helping brands navigate changing customer expectations and unlock growth across the full customer journey.