Julia came to Los Angeles Ballet from 3 successful seasons as Director of Marketing for Los Angeles Opera, and 6 as Director of Marketing for the Natural History Museum of Los Angeles County. Over the past 3 seasons Julia Rivera has brought to LAB significant marketing and audience development expertise, implementing strategies for brand awareness and positioning, strategic and media partnerships, subscription campaigns and subscriber relations and single ticket sales, all helping to increase and diversify the LAB audience.

Prior to her career as an arts marketer, Julia served in the U.S. Army for 8 years during and after Desert Storm and continues to volunteer as a transition advisor for soldiers entering the job market as civilians.

She also served as executive board member of the Museum Marketing Roundtable of Los Angeles and is currently Vice President of Content Marketing for the American Marketing Association, Los Angeles Chapter.