J.C. Penney has appointed Marisa Thalberg as its new consulting chief marketing officer. Thalberg brings over three decades of experience leading marketing initiatives to drive brand and business growth. She has worked in complex retail environments and key categories such as beauty, home, and lifestyle.
Thalberg’s appointment comes at a crucial time for J.C. Penney. The company introduced a new brand positioning last year, emphasizing value for working families. Thalberg aims to create lasting emotional connections with customers to support the company’s strategy of helping customers make every dollar count.
In a recent post, Thalberg explained that she had an “immediate connection” with J.C. Penney’s CEO Marc Rosen. She expressed excitement about contributing to the 122-year-old retailer’s resurgence.
Thalberg joins JCPenney amid transformation
J.C. Penney recently launched its latest advertising campaign, “Really Big Deal Reveals.” The campaign features celebrity spokespeople like Shaquille O’Neal and Martha Stewart to highlight limited-time weekly offers. It is part of a broader strategy to boost brand consideration, awareness, and consumer sentiment. Despite these efforts, J.C. Penney reported total net sales down 8.9% to $1.5 billion for the recent period, with a net loss of $33 million.
As the company navigates these challenges, Thalberg’s marketing expertise is expected to play a key role in rejuvenating the brand and driving growth. Thalberg’s diverse marketing background includes roles at SeaWorld, Lowe’s, and Taco Bell. A spokesperson for J.C. Penney confirmed that Thalberg’s role is in a full-time consulting capacity, and her work has already begun.
As J.C. Penney continues its $1 billion turnaround plan, Thalberg’s appointment as consulting chief marketing officer is a significant step forward. Her experience and expertise are expected to contribute to the company’s efforts to connect with customers and drive brand growth in a challenging retail environment.
