Marisa Thalberg has joined J.C. Penney in the role of consulting chief marketing officer, the executive shared in a LinkedIn post. Thalberg jumps to the embattled department store chain from SeaWorld, where she served as marketing chief beginning in April of 2023. 

Before SeaWorld, Thalberg spearheaded marketing at companies like Lowe’s and Taco Bell, the latter of which she helped develop into a lifestyle brand with a fervid cult following. She joins J.C. Penney at a point of transition for the retailer, which last year announced a $1 billion turnaround plan inclusive of a new brand positioning emphasizing value for working families and a revamped loyalty offering. 

In her post, titled “Try it On,” Thalberg explained that a colleague introduced her to J.C. Penney chief executive Marc Rosen, sparking an “immediate connection.” The marketer described 122-year-old J.C. Penney as “ripe for brand reinvigoration” and wrote at length about how she’s worn many different hats across her career. 

Thalberg’s LinkedIn profile labels her current position as consulting chief brand and marketing officer for The Thalberg Group/J.C. Penney. Her work at J.C. Penney, which started Tuesday, is in a full-time consulting capacity, a spokesperson for the retailer confirmed. 

“[Thalberg] brings over three decades of experience leading transformative marketing initiatives to drive brand and business growth, and a depth of experience across complex retail environments and key categories like beauty, home and lifestyle,” reads a company statement shared with sister publication Marketing Dive. “Marisa joins at a pivotal time as J.C. Penney continues to strategically reinvest in its growth. Her track record of creating lasting emotional connections and relevance with customers will serve as a key asset as the company continues its strategy of helping customers make every dollar count.”

J.C. Penney in September launched its latest advertising campaign, which appears around Amazon Prime Video’s “Thursday Night Football” broadcasts. “Really Big Deal Reveals” will run throughout the season with a series of commercials that use celebrity spokespeople, including Shaquille O’Neal and Martha Stewart, to highlight limited-time weekly offers. J.C. Penney is a sponsor of the primetime football program’s post-game show, a partnership that has boosted brand consideration, awareness and consumer sentiment, Carl Byrd, vice president of creative and brand synergy at J.C. Penney, previously stated. 

J.C. Penney saw revenues drop 9.2% year over year to $1.5 billion in Q2. Total net sales were down 8.9% to $1.5 billion for the period, and the retailer reported a net loss of $33 million.