At one point, Roehm-the sole breadwinner for her husband, Mike, and sons Luke and Nick-was nearly $1 million in debt. | Photograph by Danielle Levitt
Roehm at home: She's been trying to leave Bentonville since the she lost her job. | Photograph by Danielle Levitt
Julie Roehm is cornered. The lanky blonde, who's partial to skinny white jeans and ivory Ray-Bans, is stuck inside a brick McCastle in one of Bentonville's gated communities, wedged into the northwest corner of Arkansas between a cattle ranch and a snaking country road. Roehm bought her manse three-and-a-half years ago, 2 miles away from her new boss at the time, Wal-Mart's then-CEO Lee Scott. Hired as the retail monster's senior vice president of marketing communications, arguably the top job in her field, she was charged with fighting off Target's aggressive rise by transforming Wal-Mart's image from low-end merch peddler to temple of discount chic. But a career that took 15 years to build unraveled in a flash. After scarcely 10 months on the job, Roehm (pronounced raim) was loudly, publicly fired. The following day, she put her house up for sale. "I was thinking maybe it would take six months to sell," recalls Roehm, 38. "We'd go somewhere else, start again, pick a new job. Yeah. That was the thinking."
It's been two-and-a-half years, and no matter how many plastic fuchsia flowers Roehm and her husband, Mike, jam into the grass by the pool, they still can't offload their $850,000 ball and chain. In 2006, after Wal-Mart fired Roehm at least in part for accepting a Nobu 57 sushi dinner from Draftfcb, the ad agency she'd recently awarded the retailer's $580 million account, she filed a $1.5 million breach of contract lawsuit against the House of Sam, prompting a litigious spiral of soap-operatic proportions: Wal-Mart countersued Roehm for having an affair with a subordinate. Roehm countersued CEO Scott for buying discounted yachts and a diamond ring from a Wal-Mart partner. And the partner sued Roehm for defamation. An image of Roehm's face slapped on a Wal-Mart ad went viral online ("If you come to Wal-Mart," the spoof read, "please don't fuck your coworkers... . Because our legal team will fuck you back for every penny you've got... . Guaranteed") and bloggers ordained her a "ho" and "slut." All of the parties involved eventually dropped their suits, but Roehm, once the face of innovative advertising for Ford and Chrysler, emerged as the Hester Prynne of Bentonville.
On a Windex-blue day in April, Roehm, shuffling around her office off the master-bedroom suite, reveals her latest attempt to exorcise her minimansion of its scandalous juju. "I wouldn't want to scare away any potential buyers," she says, at once blasé and sarcastic -- a woman inured to humiliation. She's referring to the dozen-plus framed accolades ("Automotive Marketer of the Year" from Brandweek; "Interactive Marketer of the Year" from Ad Age; "The Advertising Hall of Achievement") that once hung on the walls. Some 14,000 people work at Wal-Mart headquarters -- Bentonville itself has 32,000 residents -- so she's well aware that splashing her name around the house could keep her shackled here for another three years. The awards now sit buried under newspaper in the hallway closet.
But Roehm -- who has another closet filled with 4-inch Donald J. Pliner pumps -- isn't exactly the type to go into hiding. "A weaker person would have said, 'I'm going to buy a franchise or go be a college professor,'" says Andrew Judelson, chief marketing officer of Sports Illustrated, who worked with Roehm during her Chrysler days. Instead, Roehm has chosen a more treacherous path, taking on the most challenging rebranding campaign of her career: herself. "If I'm going to be stuck with this scarlet letter," she says, "I'm going to dress it up and make it the prettiest damn scarlet letter I can possibly make it."
Julie Roehm's minivan is stuffed like a clown car. Well, technically, she clarifies, it's Mike's car -- Julie drives a Hummer-size red convertible Wrangler Sahara -- and stacked inside are her husband, her two sons, a neighbor's kid, and her giant black schnauzer, Isabella. She's on her way home from her 10-year-old Nick's school recital in nearby Fayetteville, where one of his classmates once told him, "Your mom stole $50,000 from Wal-Mart!" (Roehm: "Sure, why not, just add that to the list.") At the school, it was clear that Mike, a stay-at-home dad, was the regular, while most teachers were meeting Julie for the first time. After piling the kids back in the van and rationing out cookies, Roehm lays her head on the steering wheel looking like Carrie Bradshaw in a suburban straightjacket. "This is why I could never do this," she yawns. "I'd go nuts."
Roehm has always been a centaur of sorts -- half swan, half pit bull. Or, as she puts it, "the princess and the tomboy." "I'm an extremely competitive person, so I liked playing on the all-boys teams," she says, "because I was better than a lot of them." By the time Roehm was in an all-girls Catholic high school in Cincinnati, her salesman father had moved the family around to eight cities, and she had become as fluent at fitting in as she was at partying. "I really pushed the limits and never got caught," she says. "I always believed knowledge is power, and I can work hard and play hard." Watching her parents argue about finances, she decided early on that she never wanted to rely on anyone else's salary. "I remember thinking, I want to be able to do what I want to do when I want to do it."
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Recent Comments | 15 Total
June 25, 2009 at 8:46pm by Debra Darby
Please do us a favor next time and talk to the other side of Julie's house....Schroer (fired from DCX and Carlson), Fandozzi ( much wreckage created at DCX) Wolfgang (please), Sergio (why didn't she hire her?). Julie is a user and a definitive narcissist who's blind ambition and zest for power meant mowing down all who got in her way, and taking credit for anything and everything that she felt would propel her. The Walmart fiasco...protecting her family? What arrogance to sue Walmart when she: had an affair with a person she hired, gave the account to FCB with promises they would hire her and Sean, wined and dined and got hammered with agency consultants in New York, f'ed Sean on the Walmart corporate jet, the list goes on. She tried to play scorched earth with Walmart and was arrogant enough to think she could force them to pay....unbelievable. Julie loves one thing above all else...herself. Fast Company has lost all credibility.
June 30, 2009 at 12:21pm by George Rhynes
This is Sad, but I no longer do Wal-Mart. I found other places to shop and I am happy to see Americans standing up for the overall betterment of all American Workers. Surely it is time for change and I hope it come soon... I intend to do my part.
June 8, 2009
Valdosta, Georgia
SENT TO: Wal-Mart President/CEO Doug McMillon
Board of Directors (Respectively), The Walton’s Family
702 Southwest 8th Street
Bentonville, AR 72716-8611
TO: President/CEO McMillon/the Walton’s Family (Respectively)
Throughout the Holy Bible, Torah, Holy Koran, and in other great books the world over we read about prophets, priests, kings, Job, Jesus, and even God himself asking Satan questions and Satan answered their questions. So why have Wal-Mart Stores Inc., (Former President/CEO, and Board of Directors) refused to answer my pertinent questions concerning my wrongful termination from Wal-Mart Store #2615 in Valdosta, Georgia for over a year without even a courteous reply to my valid questions?
After 9 letters, 34, pages, 16,644 words, 1,559 lines, and frustration of being totally ignored by Wal-Mart Stores Inc., because of my wrongful termination, being used as a scapegoat, never trained in accordance with Wal-Mart own guidelines, yet fired by Store Manager for “Inability to Perform Job,” without any documentation in my records (whatsoever) showing that I was ever assigned a trainer, let alone trained as Sporting Goods Department 9, Manager. This alone should be justification for Wal-Mart Workers having Unions to represent their concerns to insure they are not ignored as workers in china or in some other third world country.
Therefore I cannot in good faith accept my wrongful termination without training and without even a written reply from Wal-Mart responding to my well defined, specific, and valid questions surrounding my termination on March 20, 2008. Moreover, it is obvious that Wal-Mart Executives have ignored my nine letters (1) June 12, 2008, (2) August 01, 2008, (3) August 11, 2008 (4) August 29, 2008, (5) December 1, 2008, (6) March 5, 2009, (7) March 15, 2009, (8) April 21, 2009, (9) May 11, 2009. But it seems as if WAL-MART believes that my “WRONGFUL TERMINATION” will just fade into the sunset to be buried in the rubbish pile of time, distance and space.
Therefore, I can only speculate how many more Outstanding Wal-Mart ASSOCIATES have been ignored concerning their individual requests without even a courteous response. How sad? So is Wal-Mart NOW treating American Workers as those in China or in some other third world nation? But I assure you that my questions BELOW, will forever be before Wal-Mart, the American people, and beyond until I am treated as an American Citizen, Retired United States Armed Forces Military Veteran of the Vietnam Era, Single Parent of three successful children, Ignored Terminated, Untrained Department 9, Manager, and concerned community humanitarian that refuse to be ignored after placing my life in harms way for the freedoms of our beloved nation for over twenty-years. Again, the questions remain as listed below:
(1.). Why would Wal-Mart terminate a WORKER for “Inability to Perform Job,” even though Wal-Mart Managers at Store #2615 failed to (1), enter the WORKER into the training program, (2), assign a trainer, (3), document, date, and file proof of the training in his/her personnel records.
(2). Why did Wal-Mart create a (4) Week Sporting Goods Department 9, Managers Training Package but only allow certain ASSOCOATES to receive the training and deny it to me?
(3). Does Wal-Mart keep a personnel file on all WORKERS and the level of training they receive so fair evaluations can be done within a specific time frame? If not, then why not?
(4). Is it routine for Wal-Mart to ignore a request for an investigation for over a year without even a courteous reply to a wrongfully terminated Sporting Goods Department 9, Manager?
(5). Once Wal-Mart Store Managers determines that workers are in an “At Will Employment State,” such as Georgia, does this allow Wal-Mart Managers to terminate WORKERS at will, “for good cause, bad cause, or for no cause at all. And then Wal-Mart is NOT required to provide workers with even a courteous reply? Even though they were wrongfully terminated as in my case?
(6). How does Wal-Mart justify training some department managers and not training others---- as was my case at store #2615, yet terminated for “Inability to Perform Job”?
(7). How can Wal-Mart Stores Inc. perform true and accurate On The Job Training, and Evaluation of workers when records are NOT properly documented, dated, signed, posted, completed and filed in the workers personnel records---as proof of training?
(8). Several Assistant Managers, CSM’s and other associates agreed that I was never trained as Sporting Goods Department 9, Manager. However, because of fear assistant managers suggested that I NOT give names to Wal-Mart Executives because workers would be fired. In stead, they encouraged me to continue fighting and insist that Wal-Mart answer my VALID questions presented to them. This came from Assistant Managers from both stores #899, and #2615, along with other former associates, Assistant Managers, and CSM’ s. So why, is it that managers do not trust Wal-Mart to do an investigation of my wrongful termination based on concrete facts?
(9).Was any Wal-Mart Manager at Store #2615 coached for NOT entering me into the Wal-Mart Four-Week Training Program? And what has been implemented to prevent other potential Wal-Mart Department 9, Managers from being discriminated against in the future and denied training for whatever reasons?
(10). Is Wal-Mart ASSOCIATES really “Family Members?” Or is the term “Family Members” only used as long as ASSOCIATES keep their mouth shut and NOT complain to management when they are wrongfully terminated or complains to the home office for being ignored for over a year?
(11). Would Wal-Mart Executives be happy if it took a Wal-Mart Store Manager over a year to respond to their questions? And would Wal-Mart Executives accept being ignored? Then Wal-Mart should also understand that wrongfully terminated associates are being driven to other retail stores such as Target, and Home Depot to spend their money and encouraging their family members, friends and associates to do likewise because of Wal-Mart mistreatment and disrespect for workers rights.
(12). How can Wal-Mart Associates plan their long term career goals within Wal-Mart on an equal basis at Wal-Mart Store #2615, when some department managers receive training but others does NOT? Is this not unequal treatment, and gives certain workers an edge in moving to the position of “Assistant Managers? Why is this being done, and does the Walton’s family approves of this discriminatory practice?
(13). Why are associates with supervisory, leadership, and management skills NOT used for the good of the company instead of being used as SCAPEGOATS for the failures of others in management positions when they fail in their own responsibilities?
(14). It is well know that Wal-Mart Assistant Managers, Co-Manages and others repeatedly left keys in the security door lock on many occasions. Moreover they consistently left their keys in the Sporting Goods Cash Register in the department following gun sales, and associates hand carries their keys to them. Why were they NOT given a written coaching by the store manager? So is this a double standard or a special privilege some workers receive for being a part of the click, and among the slicks?
(15). Then after an associate receives a written coaching, but the coaching was later removed by a manager or co-manager, because they determined it was unfair because other Managers and Co-Mangers had left keys in the door lock but nothing was done to them. Is it permissible for Wal-Mart to use the removed written coaching against an associate as was done in my situation?
(16). Have any assistant manager, co-manager or store manager been coached for not securing customers private data on completed ATF Forms 4473s Firearms Background Check Forms filed in the black box on the pole, and filed in the department filing cabinet that was un-lockable in the department? [All department associates knew about Customer’s private data being practically open to the general public for nearly two years]. These managers received more money but it was my persistence on the security of customer’s private data, but was not taken seriously and as a result, I was the one to be wrongfully terminated. Although, this was a federal requirement and I cannot understand why they would not spend the money to protect customer’s information from possible “Identity thefts?”
(17). What is Wal-Mart definition of “Inability to Perform Job?” And what is the purpose of Wal-Mart Sporting Goods Department 9, Training designed for? And is it designed for friends of management they seek to promote to assistant manager positions.
(18). How can Assistant Managers, Co-Managers, and Store Manager Hal get away without honoring the 10-foot rule of speaking to associates? In fact, most assistant managers, co-managers and especially the store manager will not speak even when associates speak to them---unless they are in their click and slick.
(19). Based upon the lack of knowledge of most assistant managers and co-managers concerning firearms. It seems that many were NOT properly trained in the area of handling and processing firearms, and I have had some managers ask me questions while they were taking their CDLs. Why?
(20) Why did Assistant Managers and Co-Managers hire associates to work in Sporting Goods Department to handle firearms and ammunition with behavioral problems? One particular associate would bring a needle into the department on a daily bases, and would become disoriented but nothing was done about this individuals abnormal behavioral problems---when I brought it to assistant managers attention. In addition, I also talked with assistant manager Trina about this individual but sill noting was done. When a favorite female associate did as she pleased, disrespected department manager Jody, as well as assistant managers and management allowed her to reside more outside of the department than in the department---Why? Assistant Managers said and did nothing to this female because she appeared to be in the click and among the slicks? (This too was a much talked about problem within the department even before I became an Untrained Sporting Goods Department 9, Manager). When a sporting goods associate left firearms on the counter twice, and when I brought this to managements attention---nothing was done to this favorite associate---Why? I was told it was Christmas time. (Two associates in the department witnessed these incidents).
(21). Who was coached for constantly allowing “Fire Exits” to be blocked for nearly two years? Endangering customers, vendors, and employees without management taking action to correct this violation? Why was the Equipment Fixture Room in a constant unsafe, and dangerous conditions filled with clutter scattered all over the place up to the ceiling endangering workers? (This was well known by all workers and every manager at the facility---but nothing was done to ensure workers safety).
(22). Why did assistant managers permit their favorite associates to violate Wal-Mart Dress Code, and refuse to obey assistant managers, but coached associates who were NOT in the click or slick with management? EXAMPLE: A case that involved Assistant Manager Lynn, and a favorite associate that refused to obey her when she asked him to, work the front-end cash registers and he replied). “I don’t do front end cash registers.” Assistant Manager Lynn said, and did nothing to this Sporting Goods Associate. However she coached other sporting goods associates for much less. (Witnesses available upon request). Moreover, this worker was also permitted to wear his hat backwards and hats were not permitted. He changed his work schedule at will, and treated as if he was an assistant manager or something but nothing was done to him.
(23). Why have I been ignored for over a year concerning the slanderous remarks (complaints) made by managers at store #2615 among Wal-Mart Associates who informed me of the lies being spread after I was wrongfully terminated?
(24). Moreover, if the slanderous remarks about me were true, that I improperly logged guns into a firearms logbook, and misplaced firearm. Then why was these accusations NOT mentioned during my wrongful termination process or used by Assistant Manager Shannon, and Assistant Manager Frank when I was terminated? Why would I be blamed for improperly logging guns into the firearms logbook when all assistant managers and co-managers used the same firearms logbook to receive firearms into the store and account for them? Was it not the Assistant Managers responsibility to do the daily and monthly audits? Ask Assistant Manager Frank if I was NOT the person that always INSISTED that DAILY, and MONTHLY Audits be done---but were NOT? In truth, on one occasion fifteen days passed without ATF Forms 4473s Daily Audits being done and I reminded management. That no one seems to care but when something goes wrong that all hell will break out then. (My words were a constant reminded to all my associates in the department at the time. So why, have Wal-Mart Stores Inc. ignored answering the VALID questions in my nine rebuttal letters ---after a year---seeking to be treated as an American citizen--with workers rights?
(25). Why did management allow two favorite Sporting Goods Associates to sign guns into the firearms logbook that were not authorized to do so?
(26). Why is Wal-Mart Managers at Store #2615 driving customers and former mistreated Wal-Mart Workers to Target and other retail stores by their unprofessional and unfair treatment of lower paid workers?
(27). Is Wal-Mart Managers in the Valdosta-Lowndes County Georgia area so unprofessional that assistant managers, and co-managers have sided behind closed doors against store managers and some co-managers to speak out against them in favor of workers because of unfair treatment? And asking if Wal-Mart Workers would be better served if they had a UNION to represent them?
(28). Will Wal-Mart continue to play games and terminate associates for good cause, bad cause or for no cause at all believing terminated workers will simply fade into the sun set, and bury their head in the sand like the legend concerning the Ostrich bird? Then move on, get over the mistreatment, wrongful termination and be disgraced before their children, family members, friends and the world?
Be it known that my long term goal will be to make sure that everyone is aware of how Wal-Mart Stores Inc. have ignored my wrongful termination after 9 letters, 34, pages, 16,644 words, and 1,559---lines. This letter is not an end, but a NEW beginning, and I am 100% sure that Wal-Mart Associates, Former Associates, American Workers and potential Wal-Mart Customers will eventually win in the end. Then our children and grand children will thank us---for not allowing ourselves to believe that Wal-Mart Stores Inc. has become a “god beside God” and answers to no one. In my opinion Wal-Mart Executives must understand that it is always right to do right and even better to be right. {G.B.R.}
Therefore, I thank the God of my creation and the founding fathers of our beloved Republic for caring about human beings outside of themselves. God Bless America, and everyone else! (Galatians 6; 7, and Luke 4; 18)
GEORGE BOSTON RHYNES
Terminated (Untrained), Wal-Mart Sporting Goods Department 9, Manager
Retired United States Armed Forces Veteran
Single Parent of three successful children
A concerned citizen and brother of humanity
July 3, 2009 at 12:52am by Nick Pencils
Enough of the Julie Roehm bashing already.
What is it with amerikans? They get their underwear in a knot anytime a woman begins to show any level of achievement by using the methods men have used since 1774. Get real; as Mick Jagger said "Just as every cop is a criminal and all the sinners saints".
Ranting about how a talented, articulate, attractive, intelligent and clever female may not have followed the rules smacks of hypocrisy. If you are a woman and haven't used the mean available to you to be successful then shame on you, grow a pair of balls.
July 6, 2009 at 10:00am by Manjit Syven Birk
All this piece serves me to do is to go down darker alleys that serve me not one iota to descend into. What makes this piece more complicated is what accompanies this once I plug myself into the Google search engine. The upshot of reading this piece is that I found out in wider SEO context who George Parker of Adscam is, but reading within the article itself, I find that it suggests that Sergio Zyman came to the aid of the lady in question. No sooner as I am thinking why an industry thought leader would step into this fray, I read Jim Edwards article at BNET and I was firmly back at square one, wondering what possessed me to read this thing in the first place, and asking myself if what I may really suffer from here is the fate laid out for every rubbernecker who is not paying attention to their own life journey. At this point I strangely began to remind myself of Clint Eastwood's character Joe in a "Fistful of Dollars" - "The Baxters over there. The Rojos there. Me right in the middle."…" Crazy bellringer was right. There's money to be made in a place like this". And then right there is where I clued on to what my personal benefit for reading this weave of human misery, Machiavellian movement and mythological meandering was, it simply reminded me that I have go and watch that movie all over again, after all if I am going to pour mind over what seems like a spaghetti western, I might as well spend more of my personal time with the real thing . . . M.
July 6, 2009 at 7:54pm by David Gibson
And yet another reason I wouldn't spend a dime in Wal-Mart. They don't just want you as a customer, they want to own you. They want to tell you what you want to buy. They have a security force to watch the employees. How long before they watch the customers too? Hang in there Julie, the only mistake you made was thinking they wouldn't turn on you. Like every employee and supplier they have, you were expendable at the right time.
July 7, 2009 at 1:57pm by Motown Expat
@Debra Darby:
In the future, before commenting on an article, please do two things -
1) Grammar and spell check your comment; and,
2) Check your facts.
Sergio Zyman is male. If you did not know that, it's stated in the article.
Your comment would have people infer that you personally know those you disparage yet your error in Mr. Zyman's gender disproves such.
August 1, 2009 at 10:25pm by Patricia Galloway
Nice piece of fluff. I've worked with women like Julie Roehm. Narcissistic doesn't begin to cover it. I'd say the same if she were a he. Sounds like she and Wal-Mart were perfect for one another.
As for Wal-Mart, you couldn't pay me to shop there. Their labor tactics - both here and abroad, their lack of concern for the towns that they destroy, their manipulation of tax laws, their utter disregard for the environment - I could go on and on.
Yes, I pay a little more - to shop at decently run businesses.
August 1, 2009 at 10:26pm by Patricia Galloway
Nice piece of fluff. I've worked with women like Julie Roehm. Narcissistic doesn't begin to cover it. I'd say the same if she were a he. Sounds like she and Wal-Mart were perfect for one another.
As for Wal-Mart, you couldn't pay me to shop there. Their labor tactics - both here and abroad, their lack of concern for the towns that they destroy, their manipulation of tax laws, their utter disregard for the environment - I could go on and on.
Yes, I pay a little more - to shop at decently run businesses.
August 5, 2009 at 4:27pm by Mimi Meredith
There is a dangerous and dark tendency in our society to judge people we know only through the media. Even as a long-standing critic of WalMart's business practices, I have to remind myself that I don't know the facts leading to the rise and fall of Ms. Roehm within WM's corporate culture.
What I do know is that marketing is a field that is driven by egos. It is difficult to separate one's self from a successful campaign or to see beyond the glory to the long-term impact of our actions. While it's difficult to be a woman in a male-dominated empire and selling new ideas (I have done that all my career--though certainly not in the corporate circles Roehm has frequented), it is also great fun. There are few of us, so when women shine, we're dazzling. It's important not to let one's dazzling self blind her to the purpose for which she was hired. It's important not to let one's creative success and strategic savvy usurp one's need to tune into the corporate culture she's serving. Cultivate humility, conceding that no great idea can truly be traced to a single individual (input leading to that great idea came from contact with the world--we aren't creative in a vacuum). When one succeeds, remember that no accolades or professional recognition; no job title or acquisition of power; not even an incredible salary package will outlast loving relationships. Most important, I wish more dazzling young professionals would realize that choosing to do the right thing isn't always chic, or fun, or popular...and I wish they'd do it anyway.
Then I wish Fast Company would write an article about them. I'm not as interested in people who come back from a great fall, as I am in celebrating those who choose the more difficult and selfless path to stay on higher ground.
August 8, 2009 at 11:22am by Tom Ryan
I read this article more than once and asked my wife to read it as well. We did not understand if we were supposed to feel empathy for Julie or we were being given another reason to dislike the organization from which she was let go.
If Julie did violate a company policy by accepting a dinner from a vendor and engaging in relations with a subordinate she did give the organization cause to terminate her contract. I cannot believe that a company of this size would not have a fairly comprehensive ethics policy with verbiage easily understood by all parties.
Based on the personality traits of Ms. Roehm conveyed in the article, I feel for her family not her. In my opinion, if your career is the path you choose in life that is fine, but think twice about a family and the balance that must exist. The actions and comments, as written in the article, of Ms. Roehm clearly indicate that she is in the game for herself first and family is a distant second.
Regardless, the article does illustrate a further erosion of the corporate moral compass on both sides in a somewhat obtuse manner. In all candor, perhaps if our society exercised higher ethical standards we would not be in the economic situation we are in today.
Best wishes to Ms. Roehm as she finds her path in life.
--
Boxed In
September 28, 2009 at 9:23am by grubby bush
What is it with amerikans? ed hardy They get their underwear in a knot anytime a woman begins to show any level of achievement by using the methods men have used since 1774. Tiffany Jewellery Get real; as Mick Jagger said "Just as every cop is a criminal and all the sinners saints".
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November 9, 2009 at 4:13pm by Mike Stafford
Thanks for the informative article. Walmart recently launched a store in my neighborhood so the more I know the better. In the mean time, building solar panels can help us preserve our earth and environment.
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