JCPenney has appointed Katie Mullen chief customer officer as the company seeks to integrate in-store and online operations more thoroughly.
Mullen was the company’s chief digital officer and will continue to oversee e-commerce strategy and omnichannel development, with an added emphasis on customer marketing, engagement and analytics.
She will lead the company’s efforts to deliver an end-to-end integrated shopping experience that is relevant for today’s customers, JCPenney stated. A key focus of this new role, the company added, will be driving innovation in digital, data and analytics as part of a transformation in how customers experience JCPenney. The approach conceived reinforces the company’s focus on providing a warm and welcoming experience for customers but with a modern twist to differentiate JCPenney today.
Before joining JCPenney, Mullen served as the chief digital officer at Neiman Marcus Group. She led the $1 billion neimanmarcus.com business, JCPenney noted and oversaw the performance marketing team responsible for product and category management, site merchandising, analytics, data science, promotions, drop-ship buying, e-commerce operations and establishing new sales channels and more.
“A core part of JCPenney’s overarching transformation strategy and our shift back to the basics has been a relentless focus on our customer’s needs,” said Marc Rosen, JCPenney CEO, in announcing the Mullen appointment. “There are encouraging signs that we’re on the right track. We’ve seen an uptick in customers returning to shop with us – an increase in customer frequency for the first time in five years – and they’re spending more. Creating space for Katie to link our digital technology, customer insights and personalization capabilities and to bring it to life through an integrated, end-to-end customer experience is a natural evolution of her role and will help take us to the next level.”
