NEW YORK, USA // Julie Yufe is Executive Vice President and Managing Director, International for the National Hockey League (NHL), where she leads the execution of the League’s global growth strategy, driving initiatives that expand the NHL’s presence in key markets and deepen fan engagement worldwide. A transformational business leader with more than 20 years of experience building brands, accelerating growth and scaling organizations across global markets, Yufe has established a reputation for combining consumer insight, commercial rigor and creative innovation to unlock new opportunities.

Throughout her career, she has helped shape some of the world’s most recognizable consumer brands, driving sustainable growth across both mature and emerging markets while leading diverse, high-performing teams. Prior to joining the NHL, Yufe served as Senior Vice President, Marketing, Vodka, Rum, Gin and Liqueurs at Diageo, overseeing a portfolio that included iconic brands such as Ketel One, Tanqueray, Smirnoff, Baileys and Captain Morgan, as well as high-growth and luxury brands including Zacapa, Aviation American Gin and Mr. Black. In the role, she was responsible for strategy, innovation and commercial performance across a broad global portfolio. Before Diageo, Yufe held a series of senior leadership positions at Anheuser Busch InBev, including General Manager, Europe Growth Markets, where she led operations across more than 25 countries spanning Northern, Central and Eastern Europe. She also served as Chief Marketing Officer for Europe and the Middle East, helping to drive growth for global brands including Corona, Budweiser and Leffe. During her tenure, Yufe established and scaled the company’s in-house agency, draftLine, led major global sponsorship and marketing initiatives and played a key role in launching innovative campaigns that connected brands with consumers through culture, entertainment, sport and social impact platforms. Earlier in her career, she held leadership roles at Unilever and helped lead global innovation and core brand initiatives, including marketing programs tied to the 2018 FIFA World Cup™.

Known for operating at the intersection of marketing, strategy and business leadership, Yufe has consistently translated evolving consumer behaviors into category growth and brand relevance. Her experience spans brand development, international expansion, innovation, partnerships and commercial transformation, with a focus on creating meaningful connections between brands and consumers. Yufe was a First Mover Fellow at the Aspen Institute in 2018 and has been recognized as one of the Institute for Real Growth’s 100 CMOs. Currently, she serves on the Board of Columbia College Women, extending her commitment to shaping culture and advancing the belief that iconic brands can be a force for positive change. Yufe earned a Bachelor of Arts in Art History from Columbia University and an MBA from Yale University. She currently resides in New York.