J.C. Penney is tapping former Mondelez International CMO Mary Beth West to lead the company's marketing. Ms. West, who currently sits on the retailer's board of directors, will serve as J.C. Penney's exec VP-chief customer and marketing officer beginning June 1.
Ms. West, who had a long career at Kraft Food Group before assuming the top marketing role at Mondelez, will step down from J.C. Penney's board when she takes on the new role. She will replace Debra Berman -- another Kraft alum -- who departed her role as CMO in March after less than two years at the company.
J.C. Penney has been working to revitalize its brand and build an emotional connection to consumers, an effort CEO Mike Ullman said Ms. West aided in during her time on the board.
"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," said Mr. Ullman in a statement.
In her new role, Ms. West is being tasked with using customer data to enhance the retailer's marketing efforts.
Ms. West exited the snack and candy giant Mondelez last July as part of a C-suite reorganization.