JCPenney hires new Chief Customer Officer as it invests in retail technology powered omnichannel experiences
JCPenney has announced the appointment of Katie Mullen as Chief Customer Officer.
Previously serving as JCPenney’s Chief Digital Officer, Mullen will continue to oversee e-commerce strategy and omnichannel development, with an added emphasis on customer marketing, engagement, analytics etc.
She will lead the retailer’s efforts to deliver an end-to-end integrated shopping experience that is relevant for today’s customers. A key focus of this new role is driving innovation in digital, data and analytics to transform the customer experience
In a bid to deepen loyalty with existing and new customers, JCPenney will continue to invest in experiences both physical and digital, powered by technology.
“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. 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,” says Marc Rosen, CEO at JCPenney.
“Creating space for Katie to link our digital technology, customer insights and personalisation 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.”
While at JCPenney and throughout her career, Mullen has leaned into the application of customer data analysis to support brand strategy.
In her role as Chief Digital Officer, she played a vital role in supporting the company’s transformation journey, focused on the digital enablement of the organisation.
“I’m looking forward to continuing to improve how JCPenney reaches and serves America’s diverse working families,” says Mullen.
“In our efforts to restore relevance with customers, we’ve sought to better meet their style, product and shopping preferences while also making our stores more reflective of the communities around us. I’m excited to work alongside our JCPenney leadership team to continue engaging customers in ways that matter most to them.”
Prior to joining JCPenney, Mullen served as the Chief Digital Officer at Neiman Marcus Group.
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