My Profile

SUMMARY

Julie Roehm, via her consulting firm, /Meta, LLC, is currently consulting for a host of companies in a new media and marketing capacity, particularly in the area of marketing strategy and execution. The companies include large media companies, ad agencies, interactive television technology companies, financial services, private equity, media start-ups and others. Ms. Roehm was most recently the Sr. Vice President of Marketing Communications for Wal-Mart Stores. Here she helped to establish the marketing organization and to lead the agency review. Prior to this, Julie was the Director of Marketing Communications for Chrysler Group with responsibility for all branded communication efforts for the Chrysler, Jeep ® and Dodge brands. Ms. Roehm’s responsibilities include marketing communications strategy development and measurement; agency management; media purchasing and creative; auto shows, branded events, sponsorships and partnerships; interactive media and gaming, customer relationship management, merchandising and licensing, and dealer advertising association communications.

Ms. Roehm has been lauded for her successful efforts in moving 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 where she proposed a new market driven process based upon the NASDAQ system.

In 2004, Julie was named as the Marketing All-Star for 2004 by Automotive News, Automotive Marketer of the Year by Brandweek and Working Mother’s Top 25 Women of 2004. This was succeeded by an initiation into the AAF Advertising Hall of Achievement for outstanding performance in the field of marketing and advertising to executives under 40 years old. In 2005, she was inducted into the Automotive Hall of Fame and was noted as a Top 100 Most Influential Women in the Automotive Industry. Also, in November of 2005, Chrysler was named Interactive Marketer of the Year by Ad Age, under Julie’s leadership. Finally, in 2006, Julie was named as runner-up Corporate Media Executive of the Year by the Delaney Report and was awarded with the University of Chicago’s Graduate School of Business “Distinguished Alumni” award.

PROFESSIONAL EXPERIENCE

Founder – “CMO for Hire” Marketing Consultation and Execution
/Meta, LLC, Kirkland, WA Dec 2006 – present
• Serves as consultant and advisor to a diverse clientele, including Fortune 100, startups, and midsize companies in a diverse array of industries, including:
Interactive marketing, word of mouth marketing, interactive television, media, technology, banking and financial services, publishing, and others
• Expertise spans B2B and B2C marketing
• Board Member for several companies
• Advisor to Fox Business Television as consumer and marketing expert
• Frequent speaker at industry events

Representative Consulting Engagements:
Sports Illustrated
• Created an industry first, media owned and operated, media buying and selling platform
• Analyzed the SI print and online data and discovered over $10 million in revenue opportunity for the franchise to be realized
• Developed an RFP for the platform development as a proof of concept on behalf of SI
• Developed the overall SI strategy for the auto industry as well for the market in general
• Acted as ongoing liaison to the marketing team for proposal development
Time Inc.
• Created a strategy for increasing revenue, subscriptions and advertising partners for the retail industry
• Utilized this process and platform to then develop the same strategic direction for all other major industries
Acxiom Corporation
• Provided strategic, business and marketing development plans for a data, insight, behavioral and analytic based-product for the agency and advertising sectors
MediaLink
• Wrote a proposal and plan of action for a Top 2 telecommunications company to develop a thought-leadership group to co-develop the standards and practices for content, advertising, and commerce within the triple-play/3-screen world
• Crafted a document for a Top 5 Media Agency on the state of media and content in the marketplace today from which a recommendation on how to structure the media agency for the incorporation of content. This document helped define the dilemma and a solution for how to position the media agency for success over the traditional agency system
• Built a document for a Top 2 Packaged Good company that outlines the current model for global Branded Entertainment and issues therein and proposes a new team structure, methodology and business model considerations
Fox Business News http://www.foxbusiness.com/search-results/search?q=Julie+Roehm&content=Video
• Consumer and Marketing Expert – As an expert in marketing strategy, media, automotive, retail, advertising, advertising agencies and progressive marketing, provide commentary on such programs as The Brian Sullivan Show and Happy Hour
AOL Auto Blogger/Slash Marketing – http://marketing.autos.aol.com/
• Automotive Consumer and Marketing Expert – As an expert in marketing strategy, media, advertising, advertising agencies, trends and business opportunities as it pertains to the automotive industry, write blog entries as an official AOL blogger

• Other clients include:

o ADP
o AdSafe, Inc. (Board of Advisors)
o AdSpace Networks, Inc
o Alkemie Group
o BIAP/FourthWall Media, Inc. (Board of Directors)
o Blue Diamond Ventures
o ClearStory Systems
o Credit Suisse
o GLG Consulting
o InternetPawn.com
o LeighBureau – Speaking Bureau
o Mark Burnett Productions
o Market and Madison, Inc.
o MCC, Toronto
o MJM
o Mr. Youth
o MyLatch, Inc. (Advisory Board Member)
o OTX, Inc.
o Paetec
o Powerpact/Touchstorm
o Raptor Group
o S3 Partners
o Sigma Group
o SpeakWithMe, Inc. (Advisory Board)
o World Market Center

Senior Vice President – Marketing Communications
Wal-Mart Stores Inc., Bentonville, AR Feb 2006 – Dec 2006
• Responsible for $800 million marketing budget
• Lead the marketing communications 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. The Toyland micro site with internet based wish list for kids resulted in 175,000+ unique visitors a week spending 10 minutes and looking at 35+ toys. Also, expanded the Latin Grammy Sponsorship to better reach younger demographic (flash concerts in NYC, YouTube programming and improved retail merchandising)
• Led the “Everyday Green” partnership with MTV to engage 18-30 year olds and launching with a pop-up store in Times Square
• Managed the $40 million marketing production budget and realized savings of over $2 million through more efficient production methods

DaimlerChrysler, Auburn Hills, MI May 2001 – Feb 2006

Director – Marketing Communications, Chrysler, Jeep and Dodge (Dec 2003 – Feb 2006)
• Responsible for $2.1 billion marketing budget
• Lead the marketing communications strategic direction both in the U.S. as well as globally
• 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 distribution advertising and marketing tactics including those targeting the general, urban, African American, Hispanic, Asian and GLBT markets
• Launched the new Chrysler “Inspiration Comes Standard” campaign, including Chrysler 300
• Successfully directed the launch of the all-new Chrysler 300 leading to over 100,000 handraisers in the pre-launch phase as well as a sold-out vehicle position
• Oversaw the launch of 11 product launches in a calendar year
• Led the gaming strategy that has been touted as one of the most progressive in the industry
Director – Marketing Communications, Dodge (May 2001 – Nov 2003)
• Responsible for $1 billion marketing budget for Dodge brand
• Led marketing strategy and tactical implementation for all
• Managed the brand at retail for all Dodge touch points
• Created the new tagline, “Grab Life by the Horns” (2nd highest unaided auto tagline recall)
• Re-positioned the brand via partnerships (including Aerosmith, Mt. Dew, Disney, MTV) and the new Ram 1500 launch
• Developed highest ranking automotive ads two years in a row as determined by Millward Brown
• Directed the launch of the successful “That thing gotta Hemi” campaign (touted as the most successful automotive advertising campaign of the recent times)
• Contributed $15 million to DCX turnaround plan through a 20% production improvement, advertising development reduction of 65%, CRM and event efficiencies
• Responsible for website development of dodge.com resulting in over 300% increase in unique hits, multiple awards including Ad Ages Top Automotive Sites
• Managed the development of an innovative, and industry first Towing Guide page for an automotive site

Ford Motor Company, Dearborn, MI Jun 1995 – Apr 2001

Manager – Marketing Communications, Cars and Minivans, Ford Div. U.S. (Jul 2000 – Apr 200)
• 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 including Blues Clues TV, Blues Clues magazine, website, and Blues Clues Live tour
• Lead communications strategy for Ford Thunderbird launch as well as Ford Focus episodic launch continuation including sponsorship of Detroit Techno music festival and the integration of the music into the TV, print and website featuring a unique “DJ Mixmaster”
Brand Manager – Ford Focus, Ford Div. U.S. (Mar 1999 – Jun 2000)
• 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 month episodic plan featuring first modern day Live Ads followed later by Live on-line voting of ad endings
• Partnered with G-Shock watches to develop owner appreciation gift of customized Focus G-Shock and Baby G watches
• Provided 25 “free” Focus’ to trend setters, such as DJ’s, event organizers, emerging celebrities, and extreme sport athletes in 5 key “trendsetting” markets across US as part of the viral marketing program
• 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
• Launched two Special Edition Focus’ in partnership with Sony and Kona bikes providing incremental sales of 12,500 vehicles, profit of more than $20 million as well as improving residual value
• Achieved task of selling 300,000 units in its first model year with 50% of the sales contributed to consumers under 35 years old
Brand Manager – Ford Contour, Ford Div. U.S. (Jun 1998 – Feb 1999)
• Successfully developed and executed Contour Exit strategy in its final year of production achieving programmed sales while maintaining profit margins
Manager – Marketing, Sales & Service Business Plans, Ford Motor Co., Global (Feb 1998 – May 1998)
• Developed the business plans for all Marketing, Sales and Service Divisions for Ford Motor Company, worldwide
• Instituted Documentum based process for implementing, tracking and measuring business plans
Merchandising/Marketing Manager – Calif. Reg., Lincoln Mercury Div., Calif. (Oct 1997 – Jan 1998)
• Working with dealer retail distribution system, developed and implemented the regional marketing launch plans for the Lincoln Navigator, Mercury Cougar, and Lincoln Town Car for the state of California
Zone Manager – Orange Cty, San Diego Cty, Lincoln Mercury Div, Calif. (Sep 1996 – Sep 1997)
• Highest achieving sales person within the state 10 of 12 months in job
• Increased sales and profitability within the zone by over 20% during my tenure
Manager – Product Planning and Global Coordinator, WW Export Operations (Jun 1995 – Aug 1996)
• Coordinated launch of Ford Motor Company of Korea including regulation and guideline negotiations with Korean government, engineering, homologation, and emissions and noise standard adherence of products
• Assisted in franchise development and sales and service guidelines for new market implementation

American Airlines, Dallas, TX Jun – Sep 1994

New Business Functionality
Market Analyst – Pricing and Yield Management Development

New Products Laboratory – University of Chicago, Chicago, IL Oct 1993 – Mar 1994
Business School Student Consultant – American Airlines

Bristol-Myers Squibb Corporation, Evansville, IN Aug 1989 – Aug 1992

Senior Maintenance Engineer May 1992 – Aug 1992
Environmental Management Engineer May 1991 – Aug 1991
Project Engineer Dec 1990 – May 1991
Maintenance Engineer May 1990 – Aug 1990
Package Engineer Aug 1989 – Jan 1990

EDUCATION

• MBA with Concentrations – Marketing and Business Policy
University of Chicago Graduate School of Business, Chicago, IL Oct 1993 – Jun 1995
 Consulting Club, Marketing Club, Women in MBA Club, Giving Back to Chicago Club

• Bachelor of Science degree in Civil Engineering – emphasis in environmental engineering
Purdue University, West Lafayette, IN Aug 1988 – May 1993

LEADERSHIP

• Board member of Band of Angels charitable organization 2006 – present
• Board Member for BIAP/FourthWallMedia, Inc. 2007 – present