Team of leaders will redefine jcpenney brand personality

13 Mar '12

2 min read

As it transforms its business to become America's favorite store, J. C. Penney Company, Inc, announced the promotion of a number of current executives and the appointment of several highly respected retail veterans who will be at the forefront of redefining the jcpenney brand and shopping experience.

"As we fundamentally re-imagine every aspect of our business, we're tapping into the best internal and external talent in the industry," said jcpenney President Michael Francis.

"We're focused on building a world-class organization that will be instrumental in delivering a revolutionary shopping experience that is unlike anything that exists in retail today. We will continue to look both internally and externally as we build an organization to accomplish this goal."

Reinventing jcpenney's Merchandise Portfolio:
To lead the Company's merchandise strategy, Liz Sweney has been promoted to chief merchant and will lead the reinvention of jcpenney's apparel and home portfolio. A 36-year industry veteran, Sweney most recently served as executive vice president and senior general merchandise manager of jcpenney's women's apparel, accessories, footwear, jewelry and juniors divisions as well Sephora inside jcpenney. Before joining jcpenney in 2000, she held senior-level positions at Kellwood Company, after serving in merchandising positions of increasing responsibility at Montgomery Ward.

All merchandise divisions -- women's, men's, children's, footwear, jewelry, accessories, handbags and home -- now report under Sweney. In her new capacity, Sweney has promoted the following executives:

• Siiri Dougherty has been promoted to SVP, general merchandise manager of women's apparel. For the past seven years, Dougherty has held various leadership positions in women's apparel, serving as a buyer in women's accessories and most recently as divisional merchandise manager for women's career sportswear. Prior to joining jcpenney, Dougherty was senior merchant for The Limited.

• Liz Asay has been promoted to SVP, Sephora inside jcpenney, having previously served as vice president of Sephora inside jcpenney, where she was instrumental in bringing jcpenney's first store-within-a-store concept to life and nurturing its current growth to over 300 shops. Before overseeing the Company's Sephora inside jcpenney business, Asay's roles at jcpenney included store manager as well as divisional merchandise execution manager for women's apparel. Asay also brings experience from Mervyn's, where she served as district manager and retail operations manager.

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