Edwards to lead marketing efforts for All Aboard Florida

Florida East Coast Industries (FECI) has named Julie Edwards chief marketing officer of All Aboard Florida.

Edwards will be responsible for driving the marketing strategy in support of the launch of All Aboard Florida, a passenger-rail service being developed by FECI. The proposed service will operate from Miami to Orlando, with intermediate stations in Fort Lauderdale and West Palm Beach.

Edwards has more than 25 years of marketing and branding expertise, having developed high-profile consumer technology and hospitality brands. Her hiring comes at a "critical and exciting time" for All Aboard Florida, officials said in a press release.

"With the project moving into construction this year, our team's preparations for launch of service will begin in earnest with Julie now on the team," said All Aboard Florida President and Chief Development Officer Mike Reininger.

Edwards was a lead consultant for 11 years in establishing and rebranding NAVTEQ, now Nokia. She has worked for numerous Fortune 500 companies to enhance their marketing and branding efforts. Edwards also has led cross-marketing efforts at Walt Disney Parks and Resorts, Cedar Fair Entertainment and other theme parks and resorts around the world, All Aboard Florida officials said.