Home Retail JCPenney CMO retires after eight years at the helm

    JCPenney CMO retires after eight years at the helm


    , CMO of , retired this month after more than eight years as the retailer’s marketing leader and 33 years at the company. has yet to name a replacement.
    , SVP of marketing planning and promotions, will serve as interim CMO until a replacement is found, said Rebecca Winter, director of corporate affairs at JCPenney.

    Department store chain JCPenney to shut down 138 stores in the US
    The move, says JCPenney, is a bid to cut costs, boost sales at stronger locations and shift focus on to e-commerce

    The Plano, Texas-based company said last month that former Apple SVP of retail Ron will take over its CEO position in November and that former CEO Myron Ullman will serve as executive chairman.

    The company also unveiled a new brand logo in its spring fashion marketing campaign, which included direct mail, TV, radio and social media. The company, which worked with AOR Saatchi & Saatchi on the initiative, said it revamped the logo to bring younger and lapsed consumers into its stores.

    In January, JCPenney said it will shutter five department stores and all 19 legacy catalog outlets in the next two years. Last September, it discounted its traditional catalog business in favor of “look boks,” which refer consumers to the company’s e-commerce site.

    JCPenney’s 2010 fiscal year net sales increased 1.2 per cent compared with fiscal 2009, the company said in February. Internet sales increased 4.4 per cent to $1.5 billion in fiscal 2010, compared with the prior fiscal year.

    JCPenney’s marketing budget is approximately $1.2 billion according to AdAge.com, which first reported Boylson’s retirement.

    Source – Direct Marketing