Julie Roehm

Chief Marketing and Experience Officer at Party City

Westport, CT

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About

I believe that storytelling is one of a marketer’s best tools. I’ve always been passionate about storytelling and use it every day but especially at work, because stories are memorable, they are personal, and most importantly, they sell. My career has been extremely interesting and varied. I started in the automotive industry, then moved to retail. After several years of working in the corporate world, I became an entrepreneur which gave me the opportunity to work for a significant multitude of brands and companies. I founded and ran a marketing consulting firm providing expertise in all facets of business strategy and marketing execution. This added tremendously to my experience, knowledge and insights. Then tech grabbed my attention, which rounded out and strengthened my experience. I am constantly learning and evolving and my job titles reflect this fact. The names and jobs I have held evolved from CMO, CSO - Chief Storytelling Officer to the latest CXO - Chief Experience Officer. All are evolutions of the same idea that adapt to the ever changing needs of companies, customers and cultures. I am a servant leader that leads by both words and actions. As a leader, I set a very high bar. I believe in setting a vision that is audacious, transformative, that gets people excited, and makes them feel like they’re part of something bigger than themselves. And I’m seeing now that many of the elements of leading a team within a company also apply when being an advisor or board member - it’s always the quality and commitment of people that lead to the best results. Nothing inspires me more than a transformation project. In fact, many have called me a “fixer”. My own career has seen its share of transformations. What better way to learn and adapt? I thrive on tough problems and pride myself in creative solutions that evolve from doing the hard, analytical work. Today, I’m the CMO and CXO of Party City Holdings, Inc, and an independent board director and advisor. I’m putting my broadly acquired experience to use for profit and not-for-profit organizations in various fields.

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Work experience
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Apr 2020 - Present

Party City

Chief Marketing and Experience Officer

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Dec 2019 - Present

Party City

Chief Experience Officer

I’m charged with designing and improving the customer experience. What does this mean? It means creating omni-channel capabilities, focusing on enhanced services and helping Party City to become the premier Party planning partner to every customer who wants to celebrate!

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Jan 2009 - Present

Fox Business Network

Contributor

I periodically contribute to various segments (such as the Brian Sullivan Show and Happy Hour) from a marketing, brand and consumer behavior perspective. Please check out my YouTube channel to view a few.

Jan 2006 - Present

Band of Angels Foundation

Board Member

As a VP board member, I co-create events to generate awareness and funds to achieve the mission of Band of Angels: Band of Angels is dedicated to creating greater understanding of the full and rich lives of people with differences by helping parents, educators, persons with disabilities and medical professionals recognize the true potential of all people.

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Apr 2017 - Aug 2019

ABRA Auto Body & Glass

Chief Marketing Officer

I was Chief Marketing Officer at Abra AutoBody and Glass. Abra is a leading collision repair provider with a bright future in a market with enormous potential. While a seemingly unsexy business from the outside, Abra is quite the opposite. Quadrupling their growth over the past 4 years with an opportunity to multiply by 10 times or more, this little gem is poised to be THE success story of the future, THE Employer of Choice, and THE Story of the industry.

Jan 2011 - Dec 2018

Ad-Tech Conferences

Advisory Board Member

Ad:tech is the meeting place for forward-thinking brands, agencies, media owners, technology providers and investors looking to learn, invest, network, benchmark and do business. In my role as Advisory Board Member, I suggested content and speakers for the tech conferences that were being organized.

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Aug 2009 - Dec 2018

Integral Ad Science

Advisory Board Member

Integral Ad Science (IAS) is the global market leader in digital ad verification, offering technologies that drive high-quality advertising media. I was Advisory Board Member for IAS until the company was sold.

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Apr 2015 - Apr 2017

SAP

Chief Storyteller, SVP Strategic Relationships

I owned and cultivated the CEO relationships for SAP’s CEO and board to aid in perception change, engagement and pipeline opportunities via our global CEO Summits, Salons and thought leadership around the world which has included Bill and Hillary Clinton, Peter Diamandis, Michael Dell, Aaron Levie, Roger Goodell, Ted X kids, and others. The focus was to build the company's CEO relationship and influencer strategy, engineer CEO Summits and salons where thought leadership topics are discussed, debated, and CEO relationships forged. Through targeted messaging and positioning with CEOs and luminaries enhance the company's reputation as a trusted advisor focusing tightly on SAP’s core themes of youth/entrepreneurship, business network innovation, and healthcare which simultaneously address the most important economic and societal challenges facing global leaders.  Co-Design and implement the Corporate Influencer strategy in conjunction with the Global Corporate Affairs team.

Oct 2012 - Jul 2016

Ride, a TPG Portfolio Company

Independent Board Member

I was an independent Board Member for Ride, a TPG Growth portfolio company, until they sold to Enterprise in 2016. Ride is a carpooling service that promises to “reinvent your commute.” It is a ride-sharing platform for those co-workers who have a long trip to work. Ride transformed from being a traditional van pool-sharing service into a modern tech company using Uber-like technologies to offer employees of big companies the use of a smart app.

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Jan 2012 - Apr 2015

SAP

Chief Storyteller, Senior Vice President - Marketing

I led a group of intersecting teams: Customer Central – the storytellers, Corporate Portfolio Marketing; the thought leaders, visionaries and strategists, Global Executive Briefing Centers; the physical realization of story, demonstrations, and customized customer experience, and Services Marketing; the work horses running end-to-end marketing strategy, messaging, campaign mgmt. and pipeline growth for nearly 1/3 of the company’s revenues. I was recruited directly by the global CEO to develop and lead the Corporate Portfolio Strategy & Marketing, Services Marketing, and Customer Central teams whose job it is to develop and evangelize SAP’s corporate story and customer stories to capture their vision, their use of technology, how this affects the customer’s bottom line and how it impacts the lives of their customers, i.e. our customer’s customer, in an effort to change perception for broader LOB interest.

Jan 2007 - Oct 2012

BIAP Systems, Inc.

Board Member

As an independent board member at BIAP, I was responsible for the strategic direction the company was moving towards. I contributed my experience in media, data mining, positioning and general marketing. SCP Partners decided to invest in BIAP, resulting in, among other changes, the new name of the company, 4th Wall Media.

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Dec 2006 - Dec 2011

/Meta, LLC

Founder – “CMO for Hire” Marketing Consultation and Execution

I served as consultant and advisor to a diverse clientele, including Fortune 100, startups, and midsize companies in a diverse array of industries on marketing strategy, organization, and execution. My expertise spans B2B and B2C marketing. Representative Consulting Engagements include Sports Illustrated/Time Inc., Acxiom Corporation, MediaLink, Fox Business, AOL Auto Blogger/Slash Marketing.

Feb 2006 - Dec 2006

Wal-Mart Stores, Inc

SVP Marketing Communications

Responsible for $800 million marketing budget to lead the MarCom strategic direction for Wal-Mart stores US Direct overall development and integration for Advertising, Merchandising, Signage, Events, Interactive Communications, Promotions, Media and TDM’s Captained the comprehensive advertising agency review for advertising, media, interactive marketing, direct marketing, in-store marketing, new media, Hispanic, Asian and African American Marketing Communications Crafted and implemented a world class marketing communications organization from scratch Successfully created and executed a Broadway musical at the Annual Shareholders meeting Acted as company spokesperson to position company for Christmas/Holiday season Led several communication campaigns such as the HDTV campaign, Holiday campaign, Back to School online campaign (Yahoo Avatar Fashion Show, Teen Trend Alert, Glam Style Squad) and the development of a toy youth project led by two animated characters named Wally and Marty resulting in 175,000+ unique visitors/week Led the “Everyday Green” partnership with MTV to engage 18-30 year olds with a pop-up store in Times Square Managed the $40 million marketing production budget and realized savings of over $2 million

May 2001 - Jan 2006

DaimlerChrysler

Director, Marketing Communications

Responsible for $2.1 billion media and marketing budget as the lead for all global marketing communications. Direct overall development and integration for Advertising, Merchandising, Licensing, Events, Auto Shows, Motorsports, CRM, Internet, Games, Promotions, Media and TDM’s across the brands and globe. Manage the strategic development, communication and execution of Dodge, Chrysler and Jeep dealer retail advertising and marketing tactics including those targeting the general, urban, African American, Hispanic, Asian and GLBT markets. Successfully directed the launch of 11 new vehicles in a calendar year including the all-new Chrysler 300. Led the gaming strategy that has been touted as one of the most progressive in the industry. Not one to shy away from a challenge – I led the successful effort to move the marketing industry's perception and consciousness regarding media mix and stale industry practices, particularly as it pertains to the media buying and selling process by proposing a new market driven system based upon the principles of the NASDAQ system. This effort thrives today both digitally and otherwise.

2001 - Jan 2006

DaimlerChrysler

Marketing

Jun 1995 - May 2001

Ford Motor Company

Marketing Communications Manager

Manager – Marketing Communications, Cars and Minivans, Ford Div. U.S. Responsible for $0.5 billion marketing budget for Ford Division cars and minivans Negotiated and executed partnership between Nickelodeon’s Blues Clues and the Windstar as part of an integrated marketing program. Lead communications strategy for Ford Thunderbird launch and Ford Focus episodic launch continuation including sponsorship of Detroit Techno music festival and integration of the music into TV, print and website Brand Manager – Ford Focus, Ford Div. U.S. Responsible for over $80 million marketing launch of the new brand Took entrepreneurial approach to marketing launch through calculated risks in development of industry first 24-mo episodic plan featuring first modern day Live Ads followed by Live on-line voting of ad endings Created automotive short-film start-up group in association with Atom Films, entitled Focus in Film, one of which was a Sundance finalist in the short film category. Program resulted in over 10 million hits. Brand Manager – Ford Contour, Ford Div. U.S. Successfully developed and executed Contour Exit strategy achieving program sales while maintaining profit margins. Manager – Marketing, Sales & Service Business Plans, Ford Motor Co., Global Developed the business plans for all Marketing, Sales and Service Divisions for Ford Motor Company Instituted Documentum based process for implementing, tracking and measuring business plans. Merchandising/Marketing Manager – Calif. Reg., Lincoln Mercury Div., Calif. Working with dealer retail distribution system, developed and implemented regional marketing launch plans. Zone Manager – Calif. Highest achieving sales person within the state 10 of 12 months in job Manager – Product Planning and Global Coordinator, WW Export Operations

Education

1993 - 1995

University Of Chicago - Booth

MBA, Strategy, Marketing, Negotiations

I received my MBA from Booth in 1995 after completing my BSCE at Purdue University.

1988 - 1993

Purdue University

BS, Civil Engineering - Environmental Engineering

Completed my undergrad degree while also completing a 5 semester termed co-op with Bristol-Myers Squibb

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