The retailer named as its new chief marketing officer Marci Grebstein, who was previously CMO at Lowe’s. Given Grebstein’s experience in digital and Lowe’s digital acumen, the move seems intended to benefit JCPenney’s online and social media initiatives.
Lowe’s ranks Gifted in L2’s Digital IQ Index: Big Box, driven by strong social engagement and digital initiatives across the board. During the study period, the brand’s “House Love” video was the fourth most-viewed YouTube video by a Big Box brand. While nine of the top 10 videos had more than 90% paid spend, Lowe’s cracked the top five despite paying for just 76% of views. The brand also boasts 7% share of voice on Snapchat in the Big Box category, behind just four other brands. Grebstein headed several digital projects at Lowe’s, from Facebook Live events to digital video production. As JCPenney aims to focus more on digital and social marketing, those digital skills could be a major asset.