Department store retailer JC Penney has appointed Debra Berman as its new senior vice president of marketing.

In this role, Berman will be responsible for leading its marketing efforts with a focus on "revitalising" the JC Penney brand and will report to CEO Mike Ullman III.

Ullman said her "broad experience and success as a marketing strategist for major consumer brands make her the ideal leader to help us continue to reconnect with our core customer through effective promotions and campaigns that will increase excitement and loyalty now and over the long term".

Berman joins the company from Kraft Foods Group, where she was vice president of marketing strategy and engagement.

She has also worked at DDB Advertising, Sterling Brands, communications company Young & Rubicam as well as private equity firm Swander Pace and Company.

Berman succeeds Michael Francis who left JC Penney last June after just eight months with the department store retailer, to join fashion giant Gap Inc

The appointment is part of Ullman's plans to improve the ailing retailer, which include better marketing, connecting with core customers as well as attracting new ones, getting the right mix of products and strengthening the online business.