Roehl is a creative realist that takes a pragmatic and business-minded approach to strategy and creativity. He values effectiveness as much as the quality of the idea which led to countless successful campaigns for Audi, GM, Bridgestone, WD-40, McDonald's, Coca-Cola, Leon's, Shoppers Drugmart, Loblaws, Telus, Bell and Rogers. Roehl's work has garnered awards both nationally and internationally. From Cannes Lions, One Show, Webby, International ECHO awards to CMA awards, PROMO!, ADCCs, Atomic Awards, Shopper Innovation and Applied Arts and Epica. Together with his team, he has led his agency to Silver Digital Agency of the Year in 2018 and contributed to making Financial Times Top 500 Fastest Growing Companies in the Americas List in 2023. Over the years, he has juried numerous industry awards shows such as Cannes Lions Direct festival, Young Lions, Effies, International Echo awards, New York Festivals, John Caples, Applied Arts and Marketing Awards. He has chaired the Canadian Marketing Association Direct division, The National Advertising Awards and the Atomic Awards. He has spoken at various industry conferences and panel discussions for the CMA, Canada Post, International ECHO awards and Globe and Mail Media Group and was a guest lecturer at Humber College, and the University of Guelph-Humber.