Julie Roehm, the one-time Chrysler marketing chief known for risky – and sometimes controversial – moves like the Lingerie Bowl has resurfaced at business software company SAP, where she will serve as a senior vice president.
The 40-year-old Roehm has maintained a low profile since running headlong into the Wal-Mart juggernaut, five years ago, in an ethics dispute. She has since been serving as a private consultant on marketing matters for companies like the short-lived Next Autoworks.
Roehm will be based in New York, reporting to SAP’s Chief Marketing Officer Jonathan Becher. The firm provides advance business software for a variety of industries, including a number of major automakers, and has traditionally been one of the heavier advertisers in its normally staid line of business.
Roehm began her automotive career with Ford and was known for innovative moves, such as staging a Golden Era-style live ad for the then-new Ford Focus in 1999. She jumped to Chrysler shortly afterwards and continued to press for more cutting-edge marketing efforts than Detroit was traditionally known for.