JCPenney hires Marisa Thalberg as consulting CMO

JCPenney has hired a new top marketer to guide it through the holiday season, which is already well underway. Marisa Thalberg, a veteran marketer who has worked at Lowe’s, Taco Bell and, most recently, SeaWorld, announced on LinkedIn that she is joining the department store as a consulting chief marketing officer. She starts today. In her post, Thalberg wrote about the importance of being a multi-faceted marketer, referencing her work as marketing executive, podcast host, board member and speaker. “The biggest new outfit I am putting on is that of a Consulting CMO, which I’m starting to do for an iconic, 122-year-old American retailer that is ripe for brand reinvigoration—what I love to do most,” she wrote. Indeed, the Plano, Texas-based JCPenney has had its share of struggles in recent years, including a bankruptcy filing in 2020. The company is now owned by mall operators Simon Property Group and Brookfield Asset Management. It has been working to instill new relevance in its brand for consumers but is up against a crowded retail marketplace of competitors such as Macy’s and Kohl’s, which have their own challenges. In recent months, JCPenney has begun investing $1 billion in improving its technology and customer experience, including loyalty. “Marisa joins at a pivotal time as JCPenney continues to strategically reinvest in its growth,” a JCPenney spokeswoman wrote in an email. “Her track record of creating lasting emotional connections and relevance with customers will serve as a key asset as the company continues its strategy of helping customers make every dollar count.” The company did not say who had been handling marketing prior to Thalberg’s hire. The retailer last month introduced its “Really Big Deal Rewards” campaign during football games on Amazon Prime Video. The 16-week campaign, which offers weekend deals on fashion, home and beauty products, includes celebrities such as Martha Stewart, Shaquille O’Neal and Walker Hayes. Investing in Amazon Prime’s NFL coverage has been a priority for the department store chain since last year. Thalberg’s career spans three decades and a host of categories such as food, retail and entertainment. She joined SeaWorld Entertainment in April 2023 and worked to modernize and rebrand the 60-year-old entertainment entity. That work included a rebrand to a new corporate name, United Parks & Resorts, and a creative campaign giving families a reason to visit the parks. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

JCPenney hires Marisa Thalberg as consulting CMO

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