JCPenney Is Close to Making Key Marketing Hire

by Christopher Freeburn | July 22, 2013 4:54 pm

JCPenneyPromo JCPenney Is Close to Making Key Marketing Hire[1]Sources tell Ad Age that struggling discount retailer JCPenney (JCP[2]) is preparing to hire a new marketing head[3]. Leading the list of possible candidates for the role is current Kraft Foods (KRFT[4]) 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[5]) 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[6].

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[7] 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.

Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2012/09/JCPenneyPromo.jpg
  2. JCP: http://studio-5.financialcontent.com/investplace/quote?Symbol=JCP
  3. preparing to hire a new marketing head: http://adage.com/article/cmo-strategy/jc-penney-closing-cmo-courts-kraft-s-berman/243218/
  4. KRFT: http://studio-5.financialcontent.com/investplace/quote?Symbol=KRFT
  5. AFL: http://studio-5.financialcontent.com/investplace/quote?Symbol=AFL
  6. Michael Francis was ousted last year: http://investorplace.com/2012/06/j-c-penney-president-out-after-just-8-months/
  7. trying to recover from a disastrous “no-sales” strategy: http://investorplace.com/2013/05/jcpenney-begs-forgiveness-in-tv-ad-apology/

Source URL: http://investorplace.com/2013/07/jcpenney-is-close-to-making-key-marketing-hire/
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