J.C. Penney shuffles management team toward transformation

Plano, Texas -- As part of its strategic transformation program, J.C. Penney Co. said Monday that it has made several new hires and promotions at the executive level.



To lead merchandise strategy, Liz Sweney has been promoted to chief merchant and will lead the reinvention of the retailer’s apparel and home portfolio. Sweney most recently served as executive VP and senior general merchandise manager of women's apparel, accessories, footwear, jewelry and juniors divisions, as well as Sephora inside J.C. Penney.



Sweney in turn promoted Siiri Dougherty to senior VP general merchandise manager of women's apparel, from divisional merchandise manager for women's career sportswear; and Liz Asay to senior VP Sephora inside J.C. Penney, from VP in the same division.



J.C. Penney also said it has assembled a new brand-management team, charged with identifying and implementing global brand initiatives. The team consists of Brian Robinson, who has joined the company as VP marketing and design partnerships, arriving from a fashion and design director role at Target; Katheryn Burchett, who was promoted to senior VP merchandising and marketing integration from divisional VP merchandise strategy; Anne Cashill, who has joined the company as senior VP strategic brands, having previously served as VP merchandising for Coach; Bill Gentner, who has been moved to senior VP strategic brands, from senior VP planning and promotion; and Steve Seabolt, appointed senior VP strategic brand alliances, and joining the company from Electronic Arts, where he served as VP global brand partnerships.



To lead the company’s brand makeover, J.C. Penney has named Eric Hunter as senior VP marketing. Company veteran Greg Clark has been promoted to senior VP creative.



Charged with store experience initiatives, Mike Fisher has been appointed senior VP visual presentation, coming to the company from Apple. He will oversee new store experience, including the Street, the Square and the Shops.



“As we fundamentally re-imagine every aspect of our business, we’re tapping into the best internal and external talent in the industry,” said Michael Francis, president, J.C. Penney. “We’re focused on building a world-class organization that will be instrumental in delivering a revolutionary shopping experience that is unlike anything that exists in retail today. We will continue to look both internally and externally as we build an organization to accomplish this goal.”