Florida East Coast Industries (FECI), a commercial real estate, transportation, and infrastructure company, has appointed Julie Edwards chief marketing officer of All Aboard Florida. Edwards will be responsible for the marketing strategy supporting the launch of All Aboard Florida, the first privately owned and operated passenger rail system in the United States. The rail, developed by FECI, will connect Miami to Orlando with intermediate stations in Fort Lauderdale and West Palm Beach.
“Julie brings more than 25 years of in-depth marketing and branding expertise, developing high-profile consumer technology and hospitality brands,” said Don Robinson, All Aboard Florida president and chief operating officer. “Her ability to create revenue-driving marketplace demand and awareness domestically and internationally makes Julie a tremendous asset to All Aboard Florida.”
Edwards joins as All Aboard Florida nears completion of its leadership team appointments, according to 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.”
For 11 years, Edwards was a lead consultant in establishing and rebranding NAVTEQ, which is now Nokia. She has worked with numerous FORTUNE 500 companies on marketing and branding and has led cross marketing efforts at Walt Disney Parks and Resorts, Cedar Fair Entertainment and other theme parks and resort brands.
Edwards earned a bachelor’s degree in Business Administration from the University of Kentucky.