JCPenney Names Six New VPs As Part Of Executive Overhaul

JCPenney has appointed six new vice presidents as it continues to implement its “Plan for Renewal,” an effort to turn the struggling department store around.

Wendy Santana joins JCPenney as VP of Business Development after 20 years at Li & Fung, a major supplier to U.S. retailers. In this role, Santana will identify and oversee partnerships and strategic business initiatives. She will report to Truett Horne, Senior VP and Chief Transformation Officer.

Jeff Csuy joins the company as VP of Merchandise Strategy and Operations, where he will drive growth by leading the implementation of digital and physical merchandise strategies and initiatives, while partnering with leadership to ensure cross-divisional alignment. Csuy joins JCPenney from JOANN Stores, where he most recently served as a Senior VP of Merchandising, and reports to Michelle Wlazlo, EVP and Chief Merchant.

The other four hires are focused on rebuilding the JCPenney marketing department under Shawn Gensch, EVP and Chief Customer Officer. The new marketing VPs are:


  • Jill Feldman, VP of Marketing, who will lead promotional planning, including brand, category and product storytelling. Feldman spent 11 years at Famous Footwear, most recently serving as VP, Marketing and Brand Strategy;
  • Roger Worak, VP of Customer Engagement and Insights, who will lead all direct marketing, strategy and customer initiatives. Worak joins JCPenney from Front Burner Brands, where he was VP of digital engagement;
  • Dan Matarelli, VP of Digital Marketing, who recently served as director of digital marketing at Sprouts Farmers Market; and
  • Robin Beuthin, VP of Creative Marketing, who is being promoted from her position as VP of Retail Brand and Creative, which she has held since October 2019.

The major shakeup at the top comes as JCPenney feels heat from the New York Stock Exchange (NYSE) for its weak financial performance. On. Jan. 31, JCPenney received notification from the exchange that it is no longer in compliance with NYSE continued listing criteria, which requires listed companies to maintain an average closing share price of at least $1.00 per share over a consecutive 30 trading-day period. The retailer has until July 31 to regain compliance with the NYSE’s minimum share price requirement or risk being delisted from the exchange.

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