Clicks 2 Bricks - The Podcast About Multi-Location Marketing - Julie Roehm

Inspiration And Insights
2 min readApr 5, 2021

Julie Roehm, Chief Experience and Marketing Officer at Party City was featured in a podcast by Clicks 2 Bricks, a podcast about multi-location marketing. Julie discusses her unusual path to where she is today and delves into how she views every challenge as an opportunity rather than an obstacle.

“Let’s just go out and try it and learn and constantly optimize.” - Julie Roehm

“Overhauling a business takes a willingness to experiment and iterate, and it is so important to have a company culture that supports this approach, especially during a pandemic! Today’s guest is Julie Roehm, Chief Experience and Marketing Officer for Party City, and she joins us to talk about the transformation she and a brand new executive team implemented in this firm with the help of an agile turnaround plan and synchronized culture. Before Julie joined, Party City was following a ‘stack it high and watch it fly’ approach relying on vertical integration and a market share as big as their SKUs.”

“The hardest part of our transformation was defining what are those elements that we’re going to lean into, and what are we going to be disciplined enough to say no to.” - Julie Roehm

“Julie talks about how the challenge of shifting this business model was a big drawcard for her joining, along with the excitement she felt at being a part of such a dynamic and fresh executive team. She gets into some of the strategies they began to implement to turn Party City around, drilling down on how they came up with new sales and marketing strategies after firstly mapping the customer experience. This whole process was already in motion and then COVID struck, so we also get into the second tier of pivots the team had to make to stay afloat in a new socially distanced reality. In today’s conversation, Julie also speaks to the importance of implementing and iterating on new ideas without hesitation, and the centrality of having a team whose culture backs an approach like this.”

Listen to the podcast here.

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