Her Story
About Juliana
Juliana Lubin serves as Senior Vice President of Investments at Ashland Hill Media Finance. With more than 15 years of experience in the entertainment industry, she began her career in international sales and distribution before transitioning into film finance, where she has spent the past decade. Drawn to the intersection of creativity, finance, and leadership, she works closely with producers, filmmakers, investors, and distribution partners to help structure and finance independent films, bringing stories from development to the screen.
Lubin believes her career has been shaped by resilience, thoughtful decision-making, and a commitment to building lasting relationships. She believes that in an industry built on relationships, reputation is your most valuable asset—and that trust is earned through integrity, consistency, and following through on your commitments.
Her advice to young women entering the field is to never underestimate the value of showing up prepared and doing what you say you'll do. Those qualities open more doors than people realize.
Her Interview
Ten minutes with Juliana
01What do you attribute your success to?
I attribute my success to relationships. This industry runs on trust, and I've learned that influence isn't about being the loudest voice in the room — it's about earning credibility through consistency, integrity, and doing what you said you'd do, over and over. Your reputation is your greatest asset. Once people know they can rely on you, opportunities follow.
I've also been fortunate to work alongside incredibly talented people. Film is one of the most collaborative industries there is — nothing meaningful gets made alone. Every project has taught me something, and I owe a lot to the mentors, colleagues, and partners who've challenged me, supported me, and trusted me along the way.
02What advice would you give to young women entering your industry?
I think in today's industry it's just as important to understand the business behind filmmaking as it is to understand great storytelling. The most successful people are those who can navigate both the creative and commercial sides of the business—understanding how projects are developed, financed, marketed, distributed, and ultimately brought to audiences.
Stay curious and never stop learning. The broader your perspective, the more value you'll bring to every project, and every opportunity.
03What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges facing our industry today is adapting to an increasingly complex and rapidly evolving landscape. Audience habits are changing, new technologies are reshaping how content is created and consumed, and financing independent films has become more challenging than ever.
At the same time, every period of change creates new opportunities. Great stories will always find an audience, but bringing them to life requires a deeper understanding of both the creative and business sides of filmmaking. The ability to navigate both worlds—and to adapt as the industry evolves—is what will drive the next generation of successful projects and partnerships.
04What values are most important to you in your work and personal life?
The values that guide me, both professionally and personally, are trust, integrity, and reliability. I believe in doing what I say I'm going to do, consistently delivering results, and treating people with respect. Your reputation is something you build every day, and I think it's one of the most valuable assets you'll ever have.
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