In her role at Bravissimo, Julie Austin looks after the e-commerce and marketing for the brand in the UK and the US.

Her approach to marketing is all about creating positive friction, i.e. an affinity with the brand that increases customer stickiness, lifts the retention and makes them come back as they are reassured about the brand's bespoke treatment of their needs.

Listen to why Julie thinks friction is good for brands, as well as to her top marketing tips for students and for seasoned marketers.