MEET OUR LEADERS / SOL BARBERA

Director of Marketing

Sol Barbera is Director of Marketing at USAI, where she leads brand, demand generation, and product design for the company. She brings the strategic range and operational rigor of a marketing leader who has spent 15+ years doing it all: brand development, positioning, creative direction, integrated campaigns, and go-to-market strategy, across organizations at every stage, from standing up a function from the ground up to scaling one into a machine that drives revenue. 

Over a career spanning B2B, B2C, and B2G, Sol has moved fluidly between the boardrooms of federal contractors and the launch rooms of consumer brands, decoding what moves a government buyer, a Fortune 500 CMO, and a first-time shopper alike, and building the positioning, creative, and campaign infrastructure to reach each of them. She has stood up marketing functions from zero as an organization’s first senior marketing hire, architected brand systems across multi-line portfolios, launched consumer brands that sold out in their first week, and led creative and media strategy for global names across industries. Wherever she’s landed, the throughline is the same: turn ambiguity into a system, and turn that system into growth. Sol has also built a reputation for making AI-powered operations a genuine competitive advantage rather than a buzzword, architecting automation workflows that let lean teams operate like far larger ones, without sacrificing craft or brand integrity.

At USAI, Sol is bringing that same strategic, creative, and technical firepower to lead a marketing organization for the AI era, from brand and demand generation to the product experience itself.