Wal-Mart Taps Online Advocate Julie Roehm

Julie Roehm, credited for helping DaimlerChrysler innovate online, has been named senior VP of marketing communications at Wal-Mart Stores.

Roehm will fill a newly created position and will be responsible for the development and execution of advertising strategies, creative services and special events for the retail giant. She will begin work on February 8.

“Julie is really going to be showcasing our marketing message that we are relevant to a broad range of customers,” said Wal-Mart company spokesperson Kevin Thornton.

At DaimlerChrysler, Roehm oversaw a number of high-profile online initiatives for the Chrysler, Jeep and Dodge brands. She worked with agency Organic to create online games, such as the Jeep Trail Rated Challenge. Other notable campaigns she’s been involved with include the well-publicized Dodge Charger “Unleash Your Freak” campaign and the “Mudds” campaign for the 2006 Jeep Commander. Roehm has been a frequent speaker and participant at interactive industry events.

In her new position, Roehm will report to Wal-Mart CMO John Fleming, who was promoted from within in May.

“By creating a single source of responsibility for our marketing communications, we will ensure the consistency of our message to our customer,” said Fleming in a statement.

Roehm has 11 years experience in the automotive industry. Since 2003 she held the title of director of marketing communications for the Chrysler, Jeep and Dodge brands. She was also director of communications for Dodge. Prior to Chrysler, Roehm held marketing and sales positions at Ford Motor Co.

Chrysler doesn’t have plans to replace Roehm. “We will not fill the position, but rather do a slight reorganization and divide her responsibilities up within the Chrysler, Jeep, and Dodge brands,” said a company spokesperson.

Roehm will relocate to Wal-Mart’s Bentonville, Ark. headquarters to take the job.

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