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JCPenney's chief marketing officer resigns


JCPenney has lost its chief marketing officer at a time when the company has been trying to rebuild its brand image.

The retailer announced Tuesday that CMO Deb Berman has resigned.Berman came to JCPenney from Kraft Foods Group in August 2013, as part of CEO Mike Ullman’s attempt to rebuild the retailer’s management team. She served at Kraft as VP of marketing and engagement and also had prior experience working at advertising agencies.

During Berman’s tenure, Penney launched marketing strategies such as weekly coupons, a loyalty program, promotional tie-ins with Disney films such as “Frozen,” and social media efforts. When Berman took the role of CMO, it had been vacant for 14 months. She also refocused the company’s image as a mid-market retailer.

Berman has not publicly said why she is leaving, and in a statement Penney wished her well. While the company searches for a new marketing head, Kirk Waidelich, VP of marketing strategy, will manage customer strategy, media and marketing integration, and Lynne Bartron, VP of marketing strategy, will manage creative, production and operations, publicity and partnerships.

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