J.C. Penney names CMO


After two months without a top marketer, JC Penney has named a new CMO. The Texas-based retailer has tapped Marci Grebstein as exec VP-chief marketing officer, filling the position left vacant by Mary Beth West, who left for Hershey in March. Grebstein, who was most recently CMO at home improvement retailer Lowe’s, will join the 1,000-unit chain in June.

Marvin Ellison, CEO of JC Penney, touted Grebstein’s digital capabilities and use of data. On a recent conference call, Ellison noted that the brand plans to focus on more digital and social marketing.

It’s not an easy time to be an apparel marketer.

Though JC Penney has shown some improvement, it’s still struggling with the same plummeting sales as its department store competitors. For the first quarter, the chain reported a 3.5% drop in same-store sales, along with revenue of $2.71 billion, a 3.6% decline over the year-earlier period. Investors fled, sending JC Penney’s share price to an all-time low of $4.17 earlier this month.

“Her broad retail expertise will be invaluable as we seek to differentiate our business through strategic marketing initiatives,” said Ellison in a statement.


Source: http://adage.com/article/cmo-strategy/jc-penney-taps-cmo/309128/

Photo source: https://digiday.com/marketing/hearts-green-thumbs-lowes-marci-grebstein-gets-emotional/