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J.C. Penney Hires Ex-Kraft Executive As SVP Marketing

August 5, 2013
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J.C. Penney has named Debra Berman, formerly vice president of marketing strategy and engagement at Kraft Foods, as senior vice president of marketing.

J.C. Penney had run into its share of troubles after former CEO Ron Johnson, who departed in April, shifted strategies away from promotions and discounts in favor of everyday low prices. The retailer had losses of nearly $1 billion during 2012, and $348 million in the first quarter of 2013. Nevertheless, the company reports that it has “ample liquidity” to manage its business efforts.

Berman’s charge is the revitalize the J.C. Penney brand. She formerly directed global brand strategy and customer engagement for all Kraft-owned brands.

“Her broad experience and success as a marketing strategist for major consumer brands make her the ideal leader to help us continue to reconnect with our core customer through effective promotions and campaigns that will increase excitement and loyalty now and over the long term," said Myron Ullman III, CEO, J.C. Penney.

Berman will also join the J.C. Penney executive board.

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