What: Katie Mullen has become J.C. Penney’s chief customer officer.

Why it is important: Mullen will be tasked with improving the customer experience online and in-store as the department store looks to get back on track as it continues to struggle financially.

J.C. Penney’s has continued to struggle following its bankruptcy filing in 2020. The company has had to configure another transformation plan under another set of leaders. The department store has seen chronic sales declines and struggled filling space left vacant by Sephora.

Mullen’s focus on the digital enablement of the organization has been key to the company’s turnaround. In her new role, she will link the company’s digital technology, customer insights, and personalization capabilities to create an integrated, end-to-end customer experience.

The department store has seen encouraging signs that they are on the right track as the company saw an increase in customer frequency for the first time in five years with customers spending more as well.

J.C. Penney’s head of e-commerce pivots to chief customer officer