JCPenney moves to boost house brands and brand marketing

JCPenney has brought on board two new executives – one a branding ace and the other a marketing expert.

PLANO, Texas – JCPenney has brought on board two new executives – one a branding ace and the other a marketing expert.

Khristene Son recently joined the company as senior vice president for trend, brand and design. She oversees design for all businesses at JCPenney that have private brands, including home. She reports to chief merchandising officer Michelle Wlazlo.

Son’s previous roles include VP of design, apparel and accessories at UGG, SVP of content and storytelling for Charlotte Russe, VP of design for Justice and SVP of design for Old Navy.

In announcing her hire, JCPenney praised her creative mindset, business acumen and expertise across the full spectrum of creative content development, from macro trend forecasting, seasonal fashion and color trend identification.

On Oct. 1, the retailer welcomed Marisa Thalberg as its new consulting chief marketing officer.

Thalberg brings over three decades of experience leading marketing initiatives to drive brand and business growth, and experience across “complex retail environments” in key categories like beauty, home and lifestyle.

In her capacity as a full-time consultant comes at a pivotal time, the company said, “as we continue to strategically reinvest in our growth, including progressing core strategies like the launch of JCPenney Beauty, extended merchandise and product collaborations, completed store refreshes and improved digital shopping.”