Berman’s craft will come in handy at J.C. Penney Company, Inc (NYSE:JCP)
Its official! Debra Berman has been named J.C. Penney Company, Inc (NYSE:JCP)’s senior VP of Brand Strategy. Last year, the senior marketing ranks at the company were simply getting eroded and with Berman now entering the scene, the much-maligned retailer has won a minor victory. Prior to this, she was the VP-marketing and engagement for the Kraft Foods Group.
Two people who were familiar with the matter said that JCP has been wooing Ms Berman for some time now and the internal announcement of the appointment was made on Monday. She will be relocating from the Chicago area to Texas.
Impressive portfolio of work
Ms Berman has an exemplary resume that includes stints on the agency and media side of Ad Age Media. Up until January 2013, she was the de facto CMO for Kraft Foods and oversaw marketing and media strategy for brands that spend over $500M internationally, on advertising. She joined Kraft in the year 2009 and took on the role of the senior director of Global Planning and Strategy.
While in that role, she successfully completed over 55 new brand strategies. She was also responsible for in-house planning and bringing in additional brand work. This took some of the responsibility away from the creative agencies. She had also been with Saatchi & Saatchi as well as DDB. She was in charge of planning for all the Clorox brands.
Ms Berman is not really going to be able to catch her breath at all. Most of the prominent retailers are already in frenzied preparation and planning of all the holiday marketing campaigns. Michael Francis had exited from the president role at JC Penney 13 months ago. Since then the company had been functioning sans a permanent marketing leader. Francis managed merchandising, marketing and product development but a CMO had never been appointed. Now that Berman has the JCP’s brand strategy reins in her hand, JC Penney should be able to gallop ahead.