Julia Lazzara


Leading NOW

Julia joined Leading NOW after a distinguished 20+ year career leading B2B sales teams across diverse channels in the consumer products industry. A proven results- oriented leader, Julia is passionate about forging mutually beneficial and lasting partnerships with her clients. With expertise in strategy and business development, Julia, as President, will oversee Leading NOW’s growth, and the expansion of our impact globally.

Julia’s life and career has been defined by her deepest passion – unlocking potential. Whether for her customers, employees, family, community, or herself, Julia’s greatest joys and proudest achievements have come in seeing potential met through inspired goal setting, hard work, and high support. At Leading NOW, Julia will apply this passion to our clients, helping them unlock the full potential of their organizations.

Prior to joining Leading NOW, Julia held sales leadership roles at General Mills, ConAgra Foods, and Lamb Weston. She built high-performance sales teams and established a winning track record with her expansive customer base. Across Retail Grocery, Bakeries and Foodservice, Convenience Channels, Wholesale Distribution, and E-commerce, Julia’s strategic customer portfolio included the Albertsons Companies, Ahold, Kroger, Whole Foods, Target, AWG, HEB, and Amazon. In these roles, she consistently delivered creative solutions to her customers, posted strong top and bottom-line growth, and expanded distribution for major consumer brands and retailer branded programs.

Most recently, Julia led the rapidly growing Wine segment for Berlin Packaging, the leading full-service supplier of rigid packaging to the consumer products industry.

Her customer-focused approach, strong cross-functional collaboration, and talent development resulted in strong double-digit growth at 10X the industry average. Julia’s effective cross-functional leadership among product design, brand marketing, global supply chain, quality services, finance, and operational teams was essential in achieving business outcomes and elevating the customer experience for over 1,400 customers in the U.S. Wine Industry. Her customers included the top 25 U.S. wineries, and leading Direct to Consumer (DTC) companies.

Julia is a graduate of the University of Notre Dame/Mendoza College of Business and completed an Executive Leadership Certification from Northwestern University Kellogg School of Management. She resides in Napa, California with her husband, Michael, and two children, Ana and James.