Struggling JCPenney Hires New Marketing Pro

by Christopher Freeburn | August 5, 2013 12:04 pm

JC Penny 1 300x199 Struggling JCPenney Hires New Marketing Pro[1]After more than a year, JCPenney (JCP[2]) will have a new executive to oversee its promotional strategy[3].

The discount department store chain has tapped Debra Berman to become its senior vice president of marketing. Berman had previously served as vice president, marketing strategy and engagement, at Kraft (KRFT[4]) since 2009. Berman will report to JCPenney CEO , the Wall Street Journal notes.

Last year, Michael Francis was ousted as president of the struggling retailer, just eight months after he joined the company[5]. Francis had been recruited to manage the chain’s effort to rebrand itself under then-CEO Ron Johnson’s new “no sales” strategy.

After the strategy bombed badly with consumers, Johnson was finally shown the door earlier this year[6].

Reports emerged last month putting Berman at the top of the list of possible candidates to take the reins of the troubled retailer’s marketing department[7].

Shares of JCPenney fell more than 1% in Monday morning trading.

Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2011/05/JC-Penny-1.jpg
  2. JCP: http://studio-5.financialcontent.com/investplace/quote?Symbol=JCP
  3. a new executive to oversee its promotional strategy: http://online.wsj.com/article/SB10001424127887324653004578649891810337634.html
  4. KRFT: http://studio-5.financialcontent.com/investplace/quote?Symbol=KRFT
  5. ust eight months after he joined the company: http://investorplace.com/2012/06/j-c-penney-president-out-after-just-8-months/
  6. was finally shown the door earlier this year: http://investorplace.com/2013/04/ackman-finally-realizes-that-jcpenney-hit-rock-bottom-now-what/
  7. to take the reins of the troubled retailer’s marketing department: http://investorplace.com/2013/07/jcpenney-is-close-to-making-key-marketing-hire/

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