As CEO, Julie Wagner leads the Beverly Hills Conference & Visitors Bureau  (BHCVB)       and guides the strategy, development, and implementation of the  office’s efforts in positioning Beverly Hills as a modern, glamorous, and world-class destination for those seeking the pinnacle of luxury.  

 Calling on more than 25 years of experience in hospitality marketing, Wagner,  along with BHCVB’s Board of Directors which consists of some of the leading  business owners and managers in the city, directs a global marketing strategy  with a focus on the United States, China, UK, Australia, India and the Middle East, with BHCVB participating in the full International Luxury Travel Market global portfolio. Her efforts encourage tourism and commerce, providing unparalleled opulent experiences while supporting local businesses and encouraging the brand innovations and concept evolutions that entice  visitors to return.  

With the help of her dedicated staff, Wagner established BHCVB’s contemporary brand identity and  launched an all-new visitor-friendly website, which continues to provide up-to-date information on  Beverly Hills events, shopping, dining, nightlife, and hotels. In addition, Wagner’s efforts resulted in the  City of Beverly Hills’ first independent visitor center and retail space, featuring knowledgeable staff on  hand to guide visitors towards unforgettably posh experiences.  

Wagner earned her Bachelor’s degree from the University of California, Los Angeles and dove into  hospitality marketing with Princess Cruises, where she developed the company’s direct marketing  program for its past passenger organization. She then went on to an 18-year run with Hilton Worldwide,  holding a variety of positions, including director of international marketing and, most recently, senior  director of brand marketing for Hilton’s luxury brands. Wagner took on the challenges of positioning the  company’s premium properties, overseeing intrepid marketing strategies to grow awareness and  encourage guest engagement in the brand’s upscale concepts.  

In 2010, Wagner joined the BHCVB as marketing director, and rapidly rose through the ranks to take the  helm as CEO. Wagner’s leadership helped the Bureau usher in the Future of Luxury, an in-depth look at  the cutting edge of the upscale lifestyle, which identifies the contemporary Definition of Luxury, focusing on old-school concepts, farm-to-table cuisine, traditional craftsmanship, and tailored exclusivity aligned  with positive societal impacts. Additionally, Wagner has overseen numerous initiatives including most  recently, a health and wellness campaign utilizing Christie Brinkley as its ambassador and BOLD – Beverly Hills Open Later Days, which energizes the city’s culture after-hours. The leading business  publication, Luxury Daily, recently recognized Wagner as one of 2020’s ‘Luxury Women to Watch.’  And in 2024, Luxury Round Table included her in ’Luxury Women Leaders to Watch 2025’ list for showing remarkable drive and focus to achieve more for themselves and their organizations in the year ahead at a time when the luxury market conditions are challenging.