Dive Summary:

• J.C. Penney has hired a former advertising executive for Kraft Foods to lead its marketing efforts and reverse recent revenue trends for the embattled retail chain.
• Debra Berman will take over as the new senior VP of marketing for the company following the resignation of her predecessor Michael Francis, who resigned the position in June of 2012.
• Berman previously served as VP of marketing for Kraft beginning in 2009.  “Debra Berman is an enormously talented marketing executive and her desire to join the J. C.  Penney team is a testament to our brand and its potential,” remarked J.C. Penney CEO Myron Ullman.

From the article:

J.C. Penney’s 2012 net loss was $985 million compared with a net loss of $152 million in 2011. E-commerce sales last year were $1.02 billion, a decline of about 32.0% from about $1.50 billion in 2011. J.C. Penney is No. 34 in Internet Retailer’s 2013 Top 500 Guide.