JCP turns to ad industry exec to reconnect with customers

Efforts to revitalize the J.C. Penney brand are now under the leadership of Debra Berman, a former Kraft and advertising executive who was named SVP of marketing at the struggling retailer.

Berman most recently served as vp of marketing strategy and engagement at Kraft where she was responsible for marketing strategy and engagement, directing global brand strategy and customer engagement for all Kraft-owned brands and leading Kraft's marketing communications Center of Excellence.

Prior to joining Kraft in 2009, Berman spent nearly five years as strategic planning director at DDB Advertising, and before that held senior strategy planning roles at Sterling Brands, Young & Rubicam and Swander Pace and Company. Earlier in her career, she progressed through roles of increasing responsibility at advertising firms JWT, Saatchi & Saatchi and Lintas.

In her role at J.C. Penney, Berman will be responsible for leading the company's marketing efforts with a focus on revitalizing the retailer’s brand, communicating the brand promise and building a brand architecture. She will report directly to J.C. Penney CEO Myron Ullman and serve on the company’s executive board.

"Debra Berman is an enormously talented marketing executive, and her desire to join the J.C. Penney team is a testament to our brand and its potential," Ullman said. “Her broad experience and success as a marketing strategist for major consumer brands make her the ideal leader to help us continue to reconnect with our core customer through effective promotions and campaigns that will increase excitement and loyalty now and over the long term."

According to Berman, she believes there is a huge opportunity to remind America's families why it is so great to shop at J.C. Penney while attracting new customers to the brand.

“This can be achieved through targeted campaigns that creatively highlight our unique and authentic combination of style, quality and value. I am eager to begin working with Mike and the entire team to restore J.C. Penney's place as an iconic destination for customers for important occasions and all the times in between."