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Struggling JCPenney Hires New Marketing Pro

She must persuade shoppers to give the store another shot


JC PennyAfter more than a year, JCPenney (JCP) will have a new executive to oversee its promotional strategy.

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) since 2009. Berman will report to JCPenney CEO , the Wall Street Journal notes.

JCPenney Denies It’s Having Credit Problems
JCPenney Denies It’s Having Credit Problems

Last year, Michael Francis was ousted as president of the struggling retailer, just eight months after he joined the company. 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.

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.

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

Article printed from InvestorPlace Media,

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