US apparel and home furnishing retailer JC Penney has appointed Mary Beth West as Executive Vice President and Chief Customer and Marketing Officer. Additionally, Kirk Waidelich has been promoted to Senior Vice President, Sales Promotion and Marketing.

West (pictured) has nearly 30 years of expertise in brand management, integrated marketing communications and consumer insights and strategy, gained in the retail marketing sector. Most recently, she was Chief Category and Marketing Officer at snack and candy manufacturer Mondelez International, following the company’s formation after Kraft Foods split into two companies. Prior to this, West has a long career at Kraft, where she took on the role of CMO in 2007.

She has been a member of the JCPenney Board of directors since 2005, and will be stepping down from this position in May, to take on her new role in June. President and CEO designee Marvin Ellison comments: ‘Mary Beth is a significant addition to our leadership team. 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.’

Waidelich is a 28-year veteran of JCPenney who most recently served as VP of Marketing Strategy, responsible for promotions at the company and aligning marketing strategy with strategic growth initiatives. In his new role, Waidelich will be a member of the company’s executive board and report to West.

Web site: www.jcp.com .

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