JCPenney has parted ways with chief marketing officer Debra Berman, effective immediately. Current VP of marketing strategy Kirk Waidelich will take charge of customer strategy, media and marketing integration, while VP of marketing strategy Lynne Barton will see to creative, production and operations, publicity and partnerships, until the company names a replacement.
Berman became senior VP of marketing at JCPenney in August 2013 and was promoted to the role of CMO last year. She previously worked with Kraft Foods Group as VP of marketing strategy and engagement. One of her first acts as CMO at JCPenney was to introduce a new agency team, including Doner, EVB and Victors and Spoils.
Following Ron Johnson's disastrous tenure as CEO, Berman's primary task was to reinvigorate the brand by bringing back the elements that worked before his arrival. She emphasized the spirit of giving in her first major campaign for the 2013 holiday shopping season, debuting the tagline "When it fits, you feel it" last year. Last fall, the company started making moves toward a media agency review, suggesting those marketing efforts may not have performed as well as expected. Story