• by Lisa Singer , Staff Writer, August 16, 2023

Behind the Scenes with Julie Nicola

Shein's Julie Nicola talks about shared passions, changing goals, and why she loves sitting in LA traffic...seriously!

I've had the opportunity to connect with and learn from executives of major brands at MediaPost's Insider Summits. In the process I've discovered some truly impressive women -- not only for the work they do, but their stories behind the scenes. With Brand Insider: BTS, I get to pull back the curtain on some of the most influential women marketers as they talk about their path to success: the twists and turns, obstacles, inspirations and the valuable lessons learned along the way.

“I think mom guilt and being a working mother is definitely the most challenging thing I've had to overcome in my career.” Something many successful working moms have struggled with, but when Shein’s senior director of entertainment marketing, Julie Nicola, feels that way, she reminds herself she’s teaching her kids that it’s a good thing to work hard and provide for one’s family. In fact, when her four year old daughter was recently asked at school what she wanted to be when she grows up, she replied “a marketing executive.” Now that’s being a positive role model! In this episode of Brand Insider: BTS, Julie talks about finding that work-life balance, her dream goal to work in-house at a brand, and why she’s constantly sending emails to herself. You can watch the entire conversation here: