Julianne Fraser, Founder of Dialogue NYC
Name: Julianne Fraser
Founder: Dialogue NYC
Who is Julianne Fraser?
Julianne Fraser is a digital marketing expert who launched her career in NYC just as brands began to understand the value of social media and digital influencers in their marketing strategies.
After holding titles at Ian Schrager Hotels and Lacoste, she realized there was a great deal of confusion and chaos in the world of influencer marketing - which led her to launch her digital marketing consultancy, Dialogue NYC, in 2017.
Julianne's signature approach to building a successful campaign helps brands develop a strong halo effect, which is why you have likely seen Dialogue’s clients - such as Sakara Life, Re/Done, Cle de Peau, Ami Cole, Seed, Covey, Brooklinen, Adidas and many more - all over your social feeds.
In less than three sentences tell us about your company and what you do.
Dialogue NYC is the leader in influencer marketing, guiding the strategies of aspirational brands since 2017. The Brooklyn-based consultancy develops unique ways for brands to break through the social noise and create meaningful dialogues that resonate.
What does BEING a FoundHer mean to you?
Being a FoundHer has allowed me the ability to work in an industry and with brands I truly admire - especially as a new mom, I'm truly grateful to be able to build a business that allows me not only great work / life balance + a flexible schedule, but also shows my daughter that women can be both CEO and a dedicated mother.
In addition, I wholeheartedly believe in helping other female business owners and entrepreneurs as so many amazing women have supported me in my career - without them, I would not be where I am today so I'd love to serve as a resource and help other women in their career path.
How do you support other female founders and women in business?
I'm very fortunate to have built such a strong network of female colleagues and friends - many of my clients are female, and I'm constantly referring clients to colleagues whenever they are in need of a service, etc. that I'm unable to help with.
For example, Madison Utendahl has her own creative agency, but we are always sharing business leads, etc. to help one another.
At what point did you make your company a full time gig? How did you know the time was right?
After working at Ian Schrager Hotels and Lacoste, I took a position at Village Marketing where I really started to build my knowledge + understanding of the startup world, establish my network and build credibility in influencer marketing while working for major New York startup brands. Following this period and once I felt I had a strong network to go out on my own, I took the plunge and left my corporate job in 2017 to launch Dialogue. NYC.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
Seek slow and steady growth - when starting off, I had lofty goals to grow exponentially, open up international offices, expand our services, always seeking more. Along the way, I realized that gradual and steady growth is the key to long-term success. I launched Dialogue five years ago and have grown our client base, team and revenue consistently year-over-year. This progression has allowed us time to recognize our strengths and weaknesses as a team, adapt our services and perfect our craft. I'm certain today's success comes from the patience to test and learn along the way.
How did you land your first client?
I landed my first client, Cle de Peau Beaute, via my previous boss from Lacoste, who was now VP of Marketing at Shiseido. We worked together for over 3 years. Momentum grew quickly, securing clients from Grailed to Sakara Life, Daily Harvest, Brooklinen, Our Place and Seed.
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
Recognize Limiting Beliefs - my career started and evolved in New York City, a place where hustle culture is celebrated, individuals are praised for endless upward mobility and anything is possible (to this, I can attest). I was molded by a ruthless and competitive city and as a result formed unhelpful beliefs about success, which I discovered when I started working with my business coach two years ago. He helped me dismantle beliefs such as "12 hour work days are necessary to succeed, you must live and work in one city to be professional, large corporations only work with large agencies," and craft a way of working that I never imagined was possible.
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