by Christopher Freeburn | July 22, 2013 4:54 pm
Sources tell Ad Age that struggling discount retailer JCPenney (JCP) is preparing to hire a new marketing head. Leading the list of possible candidates for the role is current Kraft Foods (KRFT) Vice President of Marketing and Engagement, Debra Berman.
JCPenney wants to install a new marketing executive prior to the onset of the holiday shopping season, a critical period for any retailer and one that takes on added importance after JCPenney’s poor recent performance.
Currently, JCPenney is receiving marketing guidance from former Aflac (AFL) executive Jeff Herbert. His contract with the chain expires at the end of this month. The company has been without a marketing head since Michael Francis was ousted last year.
Berman worked at a number of marketing firms, including Y&R, Saatchi & Saatchi and DDB, before joining Kraft in 2009.
JCPenney is trying to recover from a disastrous “no-sales” strategy implemented over the past two years by former CEO Ron Johnson, who was forced out earlier this year as quarterly losses soared.
Shares of JCPenney fell more than 1% in Monday morning trading.
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