Where: Novell, Waltham, Mass.
Why: Juliano has been instrumental in leading Novell's brand positioning, marketing and advertising efforts. This year, he spearheaded a new campaign, "Making IT work as one," which is part of an overhaul of Novell's brand positioning. The campaign includes traditional components such as print and direct mail, as well as online and search marketing. Novell is also revamping its Web site this year.