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J.C. Penney Parts With Former Apple Executive Twiggs

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April 8 (Bloomberg) -- J.C. Penney Co. has parted ways with another top marketing executive as declining sales threaten Chief Executive Officer Ron Johnson’s overhaul of the department-store chain.

Sissie Twiggs, who served as a vice president of media in digital marketing, is no longer with the company, Joey Thomas, a J.C. Penney spokesman, confirmed in an e-mail today. Twiggs joined the Plano, Texas-based retailer in July after more than 16 years at Apple Inc.’s global advertising unit, according to a profile on LinkedIn. Johnson came to J.C. Penney in November 2011 after running Apple’s stores.

The departure marks at least the fourth major change in J.C. Penney’s marketing department in the past year. Michael Francis left as J.C. Penney’s merchandise and marketing chief in June. Greg Clark departed as senior vice president of creative marketing in October, and Lisa DeStefano-Orebaugh left her post as vice president of strategic marketing for a job at Home Depot Inc. last month.

Thomas declined to comment further on Twiggs’s departure.

Johnson’s first year at J.C. Penney hasn’t gone well, with sales falling 25 percent to $13 billion, the lowest since at least 1987. The shares have declined 50 percent from Nov. 1, 2011, the day Johnson took over as CEO. The Standard & Poor’s 500 Index has gained 28 percent in that time. J.C. Penney gained 2.7 percent to $15.87 at the close in New York.

Twiggs was one of at least nine executives who was commuting to work at J.C. Penney’s headquarters in Texas via plane ride, Bloomberg reported last month.

Twiggs wasn’t immediately able to be reached for comment.

To contact the reporters on this story: Matt Townsend in New York at mtownsend9@bloomberg.net; Adam Satariano in San Francisco at asatariano1@bloomberg.net

To contact the editors responsible for this story: Robin Ajello at rajello@bloomberg.net; Tom Giles at tgiles5@bloomberg.net

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