Boston Herald - Boston Herald: Penney hires Kraft executive as marketing chief

Boston Herald - Boston Herald

Penney hires Kraft executive as marketing chief Aug 5th 2013, 21:38, by By Associated Press, Associated Press NEW YORK — J.C. Penney Co. has hired an executive from the mac-and-cheese world to reconnect with its middle-income shoppers. The beleaguered department store on Monday named Kraft Foods Inc. executive Debra Berman as senior vice president of marketing to help revitalize the struggling brand, filling a void in the company that remained for 14 months. Penney is trying to win back customers who fled during a transformation plan spearheaded by the chain's former CEO, Ron Johnson, that backfired and led to massive losses and sales declines. Media files: FILE - This July 15, 2009 file photo, shows the main entrance of the JC Penney flagship store at Manhattan Mall. J.C. Penney Co. announced Monday, Aug. 5, 2013, that it has hired an executive from the food world to reconnect with its shoppers Kraft Foods executive Debra Berman will serve the company as senior vice president of marketing to help revitalize the struggling brand. (AP Photo/Mary Altaffer, file) (image/jpeg)

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