JCPenney Hires Mary Beth West as New CMO

Mary Beth West, who served on JCPenney’s board of directors since 2005, will resign from that position to become the retailer’s latest EVP, chief customer and marketing officer, effective June 1.

“Mary Beth’s contributions to the Board have been invaluable,” said Myron E. (Mike) Ullman, III, chief executive officer of JCPenney in a statement. “Her vast experience developing and growing some of the world’s most trusted and well-known brands was instrumental to our work building an emotional connection with our customers. I am delighted that she will be supporting the company in this new capacity, which will enable us to more directly leverage her knowledge and expertise.”

“Mary Beth is a significant addition to our leadership team. As chief customer and marketing officer, we will capitalize on her nearly 30 years of consumer and retail marketing experience to lead JCPenney’s efforts to exploit our rich customer data in support of the Company’s marketing and promotional strategy. Her blend of marketing experience, consumer advocacy and strategic acumen are exactly what we need to engage new and existing customers with promotions and experiences that will inspire more families to choose JCPenney,” added Marvin Ellison, president and CEO-designee of JCPenney.

In addition, Kirk Waidelich was promoted to SVP, sales promotion and marketing. He will be become a member of the company’s executive board and report to West.