J.C. Penney Hires CMO With Home Improvement Background

J.C. Penney announced yesterday that Marci Grebstein is joining the company as chief marketing officer. Grebstein will be executive vice president and CMO after spending the last two years at Lowe’s. At Lowe's, Grebstein was chief marketing officer, and she has held several advertising and marketing positions. Her previous experience includes executive positions with Food Lion and Staples. Grebstein steps into a position that has been open since March, when Mary Beth West left J.C. Penney to become chief growth officer for Hershey.

Total Retail’s Take: J.C. Penney CEO Marvin Ellison has recently moved the department store chain into home improvement services, including kitchen appliances, bathroom remodeling, and heating and air conditioning. Ellison said that Grebstein’s experience at Lowe's "will be invaluable as we seek to differentiate our business through strategic marketing initiatives that will entice new and loyal customers to choose J.C. Penney for their homes and families." Shifting its focus from apparel to home improvement may offer a boost to the struggling retailer, and Grebstein’s background could prove to be a valuable asset in this endeavor.