Dive summary:
- J.C. Penney is experiencing a department upheaval by losing vice president of strategic marketing, Lisa DeStefano-Orebaugh; the VP's move to Home Depot marks the third major executive to leave the retailer in the last 10 months.
- DeStefano-Orebaugh will be taking the post of vice president of marketing and brand management at Home Depot.
- According to CEO Ron Johnson, the J.C. Penney marketing team had several missteps inlcuding paying too much for TV advertising and lessening print ads.
From the article:
“'Our marketing didn’t connect very well with our customers last year,' Johnson said on a Feb. 27 conference call. Johnson said he sought Zyman’s help last year and that the executive 'has a unique ability to understand customers and to develop strategies that will succeed on rapid-fire test and response.'”