I wonder if it was a culture clash. Ms. Roehm wasn't (if my memory serves) from the insular, conservative Dixie-land country of God, Guns and gals-in-the-kitchen, but was a Detroit native, working for Ford and later Chrysler. I also wonder if the recent foray into urban areas, into previous ignored demographics played a part in Ms. Roehm's abbreviated tenure. Poor quarterly earnings might have significance too.
Advertising Age - Julie Roehm Out at Wal-Mart Julie Roehm, who spearheaded the recent $580 million Wal-Mart Stores agency review, has left the company after less than a year on the job, according to a Wal-Mart spokeswoman. She joined Wal-Mart in the new position of senior VP-marketing communications in early February after a controversial stint as director of marketing communications at Chrysler....
Ms. Roehm's departure comes a little more than a month after the retailer handed its account to Interpublic Group of Cos.' DraftFCB and its media partner on the pitch, Aegis Group's Carat.Her role in the review was closely watched as well as her willingness to get personal with agency executives vying for the account. Most notable was her spin in the Aston Martin of Howard Draft, chairman-CEO of the DraftFCB.
...
Roehm issued this statement in an e-mail: “I was hired by Wal-Mart as a change agent a little less than a year ago. One of my first orders of business was to help spearhead a comprehensive agency review. Now that I have established the marketing communications organization and completed the agency review, it's time to tackle my next challenge. I have enjoyed my time at Wal-Mart and I wish my many friends and colleagues there much future success.” She could not be reached for further comment.
and spin from Ms. Roehm and Wal-Mart notwithstanding, I doubt this was planned. You don't move your family to Bentonville, Arkansas unless you plan to work for Wal-Mart.
from Hoovers Online:
Roehm will relocate to Bentonville, Ark., with her husband, Mike, and sons Nick, 7, and Luke, 4.Source: Company Press Release, January 18, 2006.
Roehm will be responsible for the overall development and execution of advertising strategies, creative services and special events for Wal-Mart Stores U.S.A. She will report to John Fleming, Wal-Mart's chief marketing officer. This is a new position within the company.Prior to joining Wal-Mart, Roehm worked for nearly 11 years in the automotive industry. Most recently, she served as the director of marketing communications for the Chrysler, Jeep and Dodge brands and was the director of marketing communications for the Dodge brand from 2001 through 2003. During her tenure with the Chrysler Group, her responsibilities included overseeing media purchasing, creative, auto and consumer shows, branded events, sponsorships and partnerships, interactive media and gaming, customer relationship and database management, merchandising and licensing, and dealer advertising association communications.
