Momvertising Opps: JCPenney taps chief customer officer to replace CMO (Score 84)
Sales Lead: JCPenney appointed Katie Mullen as its chief customer officer (we are still confirming Mullen's email address; we will update as we learn more)
- Mullen joined the company in January 2022 as its chief digital and transformation officer.
- She will keep overseeing the company's e-Commerce strategy and omnichannel development while emphasizing areas such as customer marketing, engagement, and analytics.
- Now, Mullen will also lead JCP's initiatives to drive digital, data, and analytics innovation and deliver an end-to-end integrated shopping experience.
- This hire occurred just after JCPenney parted ways with its former CMO, John Aylward, earlier in 2023.
- Aylward was its CMO for less than a year.
- The company will likely:
- Implement strategy shifts
- Return to higher spend
- Seek new agency partners
- Target demographic:
- Women, especially moms
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, JCP has allocated roughly $2.9m toward national TV commercials, 40% less than the roughly $4.8m allocated within the same 2022 timeframe.
- Last year: In 2022, the retailer allocated around $34.6m on this channel after having allocated almost double this, around $63.1m, in 2021.
- 2023 ad programming: JCP's 2023 commercials have targeted Gen-X watching shows such as Good Morning America, Live with Kelly and Ryan, CBS Mornings, The View, and General Hospital.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has spent approximately $6.9m on digital ads YTD, 25% less than the approximately $9.2m spent by this point last year.
- YTD data: Since the start of 2023, JCP has earned ~895.1m digital impressions via Facebook (56%), YouTube (17%), Instagram (15%), and desktop display (12%) ads.
- Last year: In 2022, the company's estimated full-year spend increased by 8% to $33.5m from that of $31m in 2021.
- Additional channel insights
- The company utilizes digital, local broadcast, print, OOH, radio, Google Ads, Facebook, Instagram, and online video (primarily via Youtube.com) ads.
- JCP sponsors podcasts such as Crime Junkie, Conan O'Brien Needs A Friend, Stuff They Don't Want You To Know, The John Batchelor Show, and the Adam Carolla Show.
- It also invests in short-form DRTV.
- JCP has very highly concentrated network TV coverage and will not likely launch a new campaign soon.
Additional agency insights:
- Opportunity: Get in touch soon to remain top-of-mind in case agency reviews follow this hire.
- Current agency roster:
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.
