J.C. Penney taps consumer marketing exec as CMO

Plano, Texas -- J.C. Penney Company has named consumer marketing executive and board member Mary Beth West as executive VP and chief customer and marketing officer, effective June 1. She replaces Debra Berman, who resigned as CMO after less than two years with the retailer. West will be stepping down from the board to assume the new role.



West brings nearly 30 years of consumer and retail marketing experience to the retailer, with expertise in brand management, integrated marketing communications and consumer insights and strategy. Most recently, she held the top marketing role with snack, beverage and candy powerhouse Mondelēz International, Inc., where she served as executive VP and chief category and marketing officer.



West also has served in numerous leadership positions at General Foods and Kraft, most notably as executive VP and chief category and marketing officer of Kraft Foods. (Former CMO Berman is also a Kraft alumni.)



"Mary Beth is a significant addition to our leadership team. As chief customer and marketing officer, we will capitalize on her nearly 30 years of consumer and retail marketing experience to lead J.C. Penney's efforts to exploit our rich customer data in support of the Company's marketing and promotional strategy. Her blend of marketing experience, consumer advocacy and strategic acumen are exactly what we need to engage new and existing customers with promotions and experiences that will inspire more families to choose J.C. Penney," said Marvin Ellison, president and CEO-designee of J.C. Penney.



Additionally, Kirk Waidelich has been promoted to senior VP, sales promotion and marketing. Waidelich is a 28-year Penney veteran who most recently served as Penney's VP of marketing strategy.