Marisa Thalberg has joined J.C. Penney within the function of consulting chief advertising and marketing officer, the chief shared in a LinkedIn submit. Thalberg jumps to the embattled division retailer chain from SeaWorld, the place she served as advertising and marketing chief starting in April of 2023.
Earlier than SeaWorld, Thalberg spearheaded advertising and marketing at firms like Lowe’s and Taco Bell, the latter of which she helped turn into a life-style model with a fervid cult following. She joins J.C. Penney at a degree of transition for the retailer, which final 12 months introduced a $1 billion turnaround plan inclusive of a brand new model positioning emphasizing worth for working households and a revamped loyalty providing.
In her submit, titled “Attempt it On,” Thalberg defined {that a} colleague launched her to J.C. Penney chief government Marc Rosen, sparking an “speedy connection.” The marketer described 122-year-old J.C. Penney as “ripe for model reinvigoration” and wrote at size about how she’s worn many various hats throughout her profession.
Thalberg’s LinkedIn profile labels her present place as consulting chief model and advertising and marketing officer for The Thalberg Group/J.C. Penney. Her work at J.C. Penney, which began Tuesday, is in a full-time consulting capability, a spokesperson for the retailer confirmed.
“[Thalberg] brings over three a long time of expertise main transformative advertising and marketing initiatives to drive model and enterprise progress, and a depth of expertise throughout advanced retail environments and key classes like magnificence, residence and way of life,” reads an organization assertion shared with sister publication Advertising and marketing Dive. “Marisa joins at a pivotal time as J.C. Penney continues to strategically reinvest in its progress. Her observe file of making lasting emotional connections and relevance with prospects will function a key asset as the corporate continues its technique of serving to prospects make each greenback rely.”
J.C. Penney in September launched its newest promoting marketing campaign, which seems round Amazon Prime Video’s “Thursday Night time Soccer” broadcasts. “Actually Massive Deal Reveals” will run all through the season with a collection of commercials that use superstar spokespeople, together with Shaquille O’Neal and Martha Stewart, to focus on limited-time weekly presents. J.C. Penney is a sponsor of the primetime soccer program’s post-game present, a partnership that has boosted model consideration, consciousness and shopper sentiment, Carl Byrd, vp of artistic and model synergy at J.C. Penney, beforehand said.
J.C. Penney noticed revenues drop 9.2% 12 months over 12 months to $1.5 billion in Q2. Whole internet gross sales had been down 8.9% to $1.5 billion for the interval, and the retailer reported a internet lack of $33 million.