A One-Way Ticket That Launched Joanna Dubuc’s Retail Real Estate Career

The Short Version

• Joanna Dubuc’s leap from Texas to New York City launched a retail real estate career that took her from an entry-level role to senior national accounts rep at Brixmor in less than a decade.
• Persistence, preparation and intentional dealmaking helped her move quickly into national leasing responsibilities across a portfolio of major retail brands.
• Dubuc is the 2026 ICSC Foundation Lisa Palmer Fellow, participating in a yearlong professional development and mentorship program focused on strengthening industry leadership skills.

The Risk That Sparked Her Retail Real Estate Journey

Joanna Dubuc believes in stepping out of your comfort zone to achieve personal growth. That’s why the Texas native, fresh out of college, jumped at the opportunity to move to New York City to accept an entry-level job. She had never lived outside Texas and didn’t know a single person there. Less than a decade later, Dubuc is a senior national accounts rep at Brixmor Property Group and the 2026 winner of the ICSC Foundation Lisa Palmer Fellowship.

“The role that started my career almost didn’t happen,” said Dubuc. She talked her way into the job, said Steve Kaufman, a former senior vice president in Brixmor’s national accounts group, now retired. In the past, the national accounts group had no problem hiring for an entry-level admin position in the New York City area, with a deep pool of candidates looking to get a foot in the door at a major real estate company. But back in 2018, Kaufman was struggling to find the right person and was growing more frustrated as the weeks went by.

Talking Her Way Into Her First Break

The human resources department suggested he talk to Dubuc, but he wanted someone in New York in a week or two, while she was in Texas and still a couple months shy of graduation. To “close the loop” so he could move on and continue the search, Kaufman went ahead with the interview: 10 questions, all designed to dissuade her. “There was a whole litany of reasons why it wasn’t going to work,” said Kaufman.

The call he thought would take 10 minutes lasted more than an hour. “Calmly, passionately and intelligently, she addressed all the questions,” said Kaufman. She made it clear that she understood she was being hired as an admin assistant but also that she wanted to learn the business and be a real estate professional. “Here we are several years later, and she did everything that she said she was going to do,” he said.

The Early Influences That Shaped Her Path

Dubuc had an early introduction to retail real estate. Her mom, Patty Bender, has a long tenure in the industry, including more than 30 years in leasing at the former Weingarten Realty. Dubuc grew up amid conversations about real estate around the breakfast table and tagged along on the occasional shopping center tour.

Dubuc wasn’t always so convinced that a career in real estate was the right fit for her. Under the perception that real estate was quite corporate, she instead leaned into her creative side and earned a journalism degree at University of St. Thomas in Houston. But she decided to give the industry a try with an internship at Edge Realty Partners and “fell in love” with the business. The internship provided a hands-on introduction to brokerage from taking property photos and creating offering memorandums to reviewing leases.

As a soon-to-be college grad, Dubuc started applying for entry-level real estate jobs and interviewed with Brixmor’s Houston office. At the time, they didn’t have any openings, but she did get a call from HR. “They said: ‘Look, this is kind of a crazy proposal, but we have this national accounts group. Would you ever consider moving to New York City and being the admin for this group?’”

Dubuc jumped and the interview process was going well until she got to Kaufman. She knew he was putting up roadblocks, but that made her want the position even more. “That moment with Steve taught me the power of preparation and conviction and betting on yourself sometimes before anybody else does,” she said.

Once Kaufman finally came around, Dubuc bought a one-way ticket to New York, found herself a roommate on Craigslist and went to work. “At times, I was sitting in meetings feeling extremely intimidated, but you can’t grow and learn without stretching,” she added.

Stepping Into Dealmaking

Dubuc proved herself quickly, moving into a national account rep position in less than two years and becoming a senior national accounts representative three years later in 2023. “She’s open to listening and learning, but she’s also very focused on getting over the goal line,” said Kaufman. “And it means a lot to her to accomplish what she says she’s going to do.”

At any given time these days, Dubuc is working with 25 to 30 major retailers, such as Planet Fitness, Jersey Mike’s Subs and Nothing Bundt Cakes. “I’m in a dealmaking role, but I’m also in a problem-solving role where I try to make sure that we’re driving the results for the entire portfolio,” she said.

One of her goals is to bring new concepts to the portfolio every year. For example, Dubuc recently executed Brixmor’s first lease with Warby Parker. She credits the deal to persistence and her identification of specific centers where the merchandising mix and demographics align with the Warby Parker brand. “I’m very intentional,” she said. “When I present sites to retailers, I don’t believe in sending a long list and hoping something sticks. I take the time to understand what retailers want and which locations truly make sense for their brand.”

Eve Sembler met Dubuc when she first started at Brixmor. “Even though she was new and had an assistant role, she had an innate confidence to her,” said Sembler, now vice president and principal at Sembler. When she struggled with something or didn’t understand, she didn’t hide her lack of knowledge, and when she nailed something, she was proud of herself,” said Sembler. “And her excitement was contagious. She is also relentless. She kept pushing to succeed in that dealmaking role, and she got more respect in the process.”

Thriving Outside Her Comfort Zone

Dubuc admitted that her decision to make a big move and accept the New York job at Brixmor was a little bit terrifying, but she has a history of taking risks and thriving on competition. Growing up in Texas, she transitioned from ballet classes and pointe shoes to competitive cheerleading. She was the flyer, doing the twists and flips and topping the pyramid. More recently, she has participated in two Ragnar events, a multiday relay race that spans about 200 miles.

Dubuc also has put her communication skills to work as the host of The RealTea, a tenant spotlight series that she broadcasts on LinkedIn Live. Past events have included conversations with executives from Dave’s Hot Chicken and Shake Shack.

Growing as a Leader Through the ICSC Foundation Lisa Palmer Fellowship

Dubuc has begun her year of leadership and professional development in the Lisa Palmer Fellowship, during which she will rotate through pairings with four inspiring female mentors in senior positions. Thus far, she has had one meeting with Greaner Strategies’ Ivy Greaner, who has extensive COO and investment experience. As they continue to meet, Dubuc said, they plan to dig into leases to “build a more robust understanding of the financial drivers behind the business.”

Dubuc decided to apply for the fellowship as she began to understand that leadership isn’t only inherent, that it “can be taught, strengthened and shaped with intention,” she said. “Through conversations with women who’ve completed the program, I kept hearing how deeply they gained insight into their strengths and how the experience helped them build clarity and confidence in themselves. That resonated with me.”

She added: “I feel that the fellowship will equip me with the tools to lead with purpose, authenticity and confidence as I continue growing my career and contributing to the industry.” Indeed, Dubuc already is taking on leadership and mentorship herself. For the past three years, she has been managing her team’s interns. Her early experience as an admin helps her mentor and inspire young people stepping into the business, she said. One of the first things she tells them is: “Yes, there are stupid questions, but ask them anyway.” She also shares her mantra: “It’s OK to be uncomfortable. It’s actually good because if you aren’t uncomfortable, you’re not growing.”