JCPenney appoints 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 and more.
Mullen will lead the company’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 how customers experience JCPenney. To deepen loyalty with existing and new customers, the company will continue to invest in experiences both physical and digital, powered by technology. This approach reinforces the company’s focus on providing a warm and welcoming experience for customers, but with a modern twist – an enduring part of our culture that continues to differentiate JCPenney today.
“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,” said Marc Rosen, chief executive officer of JCPenney. “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.”
While at JCPenney and throughout her career, Mullen has leaned into the application of customer data analysis to support brand strategy. In her most recent role as Chief Digital Officer for JCPenney, Mullen played a vital role in supporting the company’s transformation journey, focused on the digital enablement of the organization.
“I’m looking forward to continuing to improve how JCPenney reaches and serves America’s diverse working families,” said Katie 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. She led the $1 billion neimanmarcus.com business and oversaw the performance marketing team responsible for product and category management, site merchandising, analytics, data science, promotions, drop-ship buying, e-commerce operations, establishing new sales channels and more. Mullen has a bachelor’s degree from Princeton University and a Master of Business Administration degree from University of Pennsylvania.
Photo Caption: Katie Mullen, JCPenney Chief Customer Officer