Leading department store chain, J. C. Penney has announced that it has appointed Debra Berman as a new senior vice president of marketing in an attempt to revive growth after recorded worst performance in two decades.

Berman has been broth in from Kraft (KRFT) Foods Group to revive the company's marketing and boost sales. The Plano, Texas-based company said today that she will work to revive retailer's brand and will report directly to Chief Executive Officer Mike Ullman. Berman, who joined the company on 2 August, has been working as the head of global brand strategy and customer engagement at Kraft.

"There is huge opportunity to remind America's families why it is so great to shop at J. C. Penney while attracting new customers to the brand," Berman said in the statement.

The retailer is aiming to revive sales after its revenues fell significantly by 25 per cent to $13 billion as its former CEO Ron Johnson failed to revive the departmental chain in the country. The company had hired several senior officials from Apple and Target, but have since left the company.

Ullman said in a statement that she is a talented marketing executive and her acceptance to join the company indicates that the brand has potential. He said that her experience and success as a marketing strategist will allow the company to reconnect with the customers in the market.