jcpenney Announces New Appointments to Help Redefining jcpenney Brand

J. C. Penney Company, Inc. JCP today 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. 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. 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. Brian Robinson joins jcpenney as VP, marketing and design partnerships. In this role, Robinson will be focused on identifying new strategic partnerships for jcpenney. Robinson was most recently director of fashion and design partnerships at Target, leading breakthrough initiatives with brands including Missoni and Liberty. Katheryn Burchett has been promoted to SVP, merchandising and marketing integration. As jcpenney announces new strategic partners, Burchett will be responsible for working with these partners to implement their strategy and vision for their partnership at jcpenney and ensuring that their vision is seamlessly aligned across jcpenney's merchant and marketing organizations. Burchett has been with the Company for more than 10 years, serving most recently as jcpenney's divisional vice president, merchandise strategy, playing a key role in the acquisition of the Liz Claiborne brand as well as other important merchandise initiatives. Anne Cashill has been appointed SVP, strategic brands. In her role, she will focus on developing and strengthening jcpenney's exclusive and national merchandise partnerships to create powerful brands that resonate deeply with customers. This includes overseeing key brands such as Liz Claiborne, Martha Stewart, l'amour Nanette Lepore, and many more to come. Cashill brings nearly 30 years of retail experience, joining jcpenney from Coach, Inc., where she served as VP, merchandising. While at Coach, she was charged with expanding the women's accessories business by developing new product strategies, defining collections by customer segmentation and ensuring brand cohesion. Cashill previously spent eight years at Liz Claiborne, Inc. as corporate VP, design and merchandising, as well as five years as design director at Target. Bill Gentner has been appointed SVP, strategic brands, responsible for reinvigorating jcpenney's portfolio of high-performing private brands such as The Original Arizona Jean Company and Xersion. This includes ensuring brand integrity for jcpenney's private brands in how they are merchandised and marketed and also in how they are presented in the Company's private brand in-store shops. Gentner previously served as the Company's SVP, planning and promotion. His roles at jcpenney have also included divisional VP, men's marketing as well as brand director for St. John's Bay. Before joining jcpenney, Gentner served as divisional merchandise manager of men's sportswear at Macy's. Steve Seabolt has been appointed to SVP, strategic brand alliances. In his role, Seabolt will oversee the identification and development of non-apparel partnerships. Seabolt joins jcpenney from Electronic Arts, where he served as VP, global brand partnerships. Prior to his role at Electronic Arts, he served as CEO of Spinway Pty. Ltd, as well as CEO of Sunset magazine.