Roehm Exits Wal-Mart

NEW YORK Julie Roehm, svp, marketing communications at Wal-Mart, and Sean Womack, vp, communications architecture, have abruptly left the company, Wal-Mart confirmed today, though the retail giant declined further comment.Roehm joined the retailer in Feburary, filling a newly created position responsible for the development and execution of advertising strategies.She reported to Wal-Mart evp and CMO John Fleming. 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.A call to Womack was not returned.Roehm was a key decision maker as Wal-Mart tapped Interpublic Group's DraftFCB and Aegis Group's Carat for its $570 million ad account following a closely watched review [Adweek Online, Oct. 30]. Omnicom Group's GSD&M and independent Bernstein-Rein had been Wal-Mart's previous lead agencies. Previously, Roehm was director of marketing communications at Chrysler, where she built a campaign around its Hemi engine.The executive departures come as the retailer reported a same-store sales decrease of 0.5 percent in November and has warned that holiday sales will disappoint, due in part to "continued challenges in the apparel and home business," said Tom Schoewe, evp and CFO, in guidance to investors. Roehm was part of a new marketing team whose mission is to inspire the 138 million customers who shop at Wal-Mart each week to "cross shop" in new categories.Roehm had been recast Wal-Mart's "Always low prices" message, a cornerstone of the company, as "Beyond the basics." The friendly Smiley Face that bounced around TV spots touting price rollbacks refocused on home decor and fitness equipment. Fashion-forward ads have cropped up in Vogue and Glamour. To further widen its consumer appeal, Wal-Mart has begun stocking upscale items such as sushi and fine wine, flat-panel TVs and Apple iPods. Stores are selling organic food and socially responsible products such as organic coffee, and apparel has taken a more fashionable approach with new brands such as Metro 7, for urban customers. Wal-Mart spent $325 million in measured media through September of this year, per Nielsen Monitor-Plus.This story updates and replaces an earlier item with Wal-Mart's confirmation, Roehm's statement and other details.

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Roehm Exits Wal-Mart

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