By  on March 12, 2012

The changes just keep coming at J.C. Penney Co. Inc.

The Plano, Tex.-based retailer shifted a number of executives on Monday as it works to transform its business under new chief executive officer Ron Johnson.

As a result of the promotion of Liz Sweney to chief merchant, Penney’s has promoted Siiri Dougherty to senior vice president and general merchandise manager of women’s apparel. She served most recently as divisional merchandise manager for women’s career sportswear. Liz Asay, formerly vice president of Sephora inside J.C. Penney, has been promoted to senior vice president over this area. Both report to Sweney, who had previously served as executive vice president and senior general merchandise manager of J.C. Penney’s women’s apparel, accessories, footwear, jewelry and juniors divisions as well as Sephora inside J.C. Penney.

In addition, Brian Robinson, who had been director of fashion and design partnerships at Target Corp. and who is credited with bringing the Missoni and Liberty collaborations to that company, has joined Penney’s as vice president of marketing and design partnerships. He will focus on “identifying new strategic partnerships” for Penney’s, according to the company.

Katheryn Burchett has been promoted to senior vice president of merchandising and marketing integration. A 10-year Penney’s veteran, she served most recently as divisional vice president of merchandise strategy and played a key role in the acquisition of the Liz Claiborne brand.

Anne Cashill, formerly vice president of merchandising for Coach Inc., and Bill Gentner, who had been senior vice president of planning and promotion for Penney’s, have both been named senior vice presidents of strategic brands. Cashill will work to develop and strengthen the company’s exclusive and national brand initiatives, while Gentner will work on the company’s private brands. Steve Seabolt, formerly vice president of global brand partnerships for Electronic Arts Inc., has joined the company as senior vice president of strategic brand alliances.

On the marketing end, the company has named Eric Hunter senior vice president of marketing, overseeing media buying, customer insights and loyalty programs. Hunter was most recently chief marketing officer and group president for Scotch & Soda and Lamb & Flag at Kellwood Co.

Longtime Penney’s executive Greg Clark has been promoted to senior vice president of creative — he was formerly vice president of creative — and Mike Fisher, a former Apple Inc. executive, has been named senior vice president of visual presentation. Fisher will oversee the in-store experience.

“As we fundamentally re-imagine every aspect of our business, we’re tapping into the best internal and external talent in the industry,” said Penney’s president Michael Francis. “We’re focused on building a world-class organization that will be instrumental in delivering a revolutionary shopping experience that is unlike anything that exists in retail today.”

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