J.C. Penney Co. named Mary Beth West executive vice president and chief customer and marketing officer, effective June 1, 2015. She will step down from Penney’s board to assume this new role.

West was a member of the Penney’s board since 2005 and most recently was with Mondelez International Inc. as executive vice president and chief category and marketing officer. Previously, she held marketing  posts at General Foods and Kraft, most notably as executive vice president and chief category and marketing officer of Kraft Foods.

West succeeds Deb Berman who was senior vice president and chief marketing officer, though West assumes a newly created position.

Myron E. (Mike) Ullman, III, Penney’s chief executive officer, noted West’s “vast experience developing and growing” some of Penney’s brands and said she was instrumental “building an emotional connection with our customers.”

“Her blend of marketing experience, consumer advocacy and strategic acumen are exactly what we need to engage new and existing customers with promotions and experiences that will inspire more families to choose J.C. Penney,” added Marvin Ellison, president and ceo-designee.

West will step down from the board at the end of her term, which concludes on May 15, at the company’s annual meeting.

Additionally, Kirk Waidelich has been promoted to senior vice president, sales promotion and marketing. Waidelich is a 28-year veteran of Penney’s. He was Penney’s vice president of marketing strategy where he was responsible for restoring promotions and aligning its marketing strategy with strategic growth initiatives. Waidelich will be a member of the executive board and report to West.