JCPenney Is Close to Making Key Marketing Hire

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

J.C. Penney (NYSE:JCP)[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.

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  2. JCP:
  3. preparing to hire a new marketing head:
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  6. Michael Francis was ousted last year:
  7. trying to recover from a disastrous “no-sales” strategy:

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