Providing the Party Experience

Julie Roehm, Chief Marketing and Experience Officer at Party City has made some vast changes at the organization in just a few months. Her marketing techniques are unique and she has played an important role in guiding the company through the pandemic.

Julie Roehm was recently featured in Vivaldi’s Interaction Field Series — a conversation with the founder of Vivaldi, Erich Joachimsthaler. Julie and Erich delved into how she navigated her way through the pandemic, from the perspective of a marketer.

You can read the first part of their conversation below, or watch the video.

“I started with Party City in December 2019 and I was the Chief Experience Officer then. At that time, the purview was very clear — through our new CEO, Brad Weston, we wanted to bring about a new vision. We wanted to move Party City from being just a provider of party goods, to a total enterprising company that provides the party experience. As chief experience officer, that felt like a big step in my direction.

“What does that mean? When we think about the party itself, it is an experience — a moment. That is our goal — to help people create joy by helping people make unforgettable moments and memories. That is what we are in business to do.

“Of all the companies I have worked for, there is no better mission than this one. I get to come to work with a total focus on trying to make people joyful and help create joy for others. I have meetings about balloons and birthdays — not so bad! These are great things to do for a living.”