When Myron "Mike" Ullman was brought back to lead J.C. Penney as CEO for a second time, he also found himself having to fill key positions as executives handpicked by former CEO Ron Johnson left the company. Yesterday, one of those positions was filled as Penney named Debra Berman, the former vice president, marketing strategy and engagement at Kraft Foods, as its new senior vice president of marketing.
"There is 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," said Ms. Berman, in a statement. "This can be achieved through targeted campaigns that creatively highlight our unique and authentic combination of style, quality and value."
Mr. Ullman called Ms. Berman's decision to join Penney, "A testament to our brand and its potential." He said he expected Ms. Berman's experience as a marketing strategist to help the chain "reconnect" with its core customers and "increase excitement and loyalty now and over the long term."
Deborah Weinswig, an analyst at Citi Research, was among Penney watchers who thought the company was being hurt with key executive positions left open, according to an Associated Press report.
In a note written last week, Ms. Weinswig, according to the AP, said Penney was "operating with a 'Swiss cheese' executive team." She also wrote, "We do not think it is realistic to expect business to improve without a full management team and turnaround plan in place."