Roehm Tunes Up Dodge

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Name: Julie Roehm

Age: 32

Who she is: DaimlerChrysler Director of Marketing Communications for the Dodge brand

Where she's from: Roehm joined DaimlerChrysler in 2001 after many years at rival Ford Motor Co. where she served in a variety of roles, including worldwide marketing, sales, and services-business planning manager and Focus Brand manager. %%PULLQUOTE_RIGHT%%

What she's done: At Ford, she partnered with The WB's "Dawson's Creek," giving the cast members each a vehicle to drive culminating in a party connected to the shooting of an episode and a "concert on the Creek." Also launched the Ford Focus in 1999 at the MTV Video Music Awards. With Peter Arnell greasing the skids with then Sony honcho Tommy Mottola, Roehm hooked up the Dodge brand with Aerosmith—another long-established brand— for the band's "Just Push Play" concert tour in 2001.

What's next: Guided by the mantra that "it's not just an exchange of a check," Roehm and her team are currently engaged in discussions with an undisclosed movie studio about integration opportunities. She is also exploring further collaborations with MTV beyond the "Fast Enuff Challenge" that DaimlerChrysler co-produced with the cabler.

Stock-in-trade: "I believe the capacity to exercise both the culture of control and the culture of chance is where the most positive, efficient, and effective results will be derived. Where I hope I have a competitive advantage is in recognizing one without the other will not result in forward movement."

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