US department store retailer JC Penney Company Inc. has announced nine various promotions and appointments as part of ongoing plans to overhaul its business including he promotion of Liz Sweney to chief merchant and will lead the reinvention of JC Penney’s apparel and home portfolio.

Liz Sweney’s promotion is part of plans to reinvent JCPenney’s product portfolio. She most recently served as executive vice president and senior general merchandise manager of J.C. Penney’s women’s apparel, accessories, footwear, jewelry and juniors divisions as well as Sephora inside J.C. Penney. She will now be responsible for all divisions – women’s, men’s, children’s, footwear, jewelry, accessories, handbags and home.

In her new capacity, she has promoted Siiri Dougherty to SVP, to Senior Vice president, general merchandise manager of women’s apparel; and Liz Asay to Senior Vice president, Sephora inside jcpenney, having previously served as vice president of Sephora inside jcpenney. Both will report to Sweney.

Anne Cashill, formerly vice president of merchandising for Coach Inc., and Bill Gentner, who had been Senior Vice President of planning and promotion for Penney’s, have both been named Senior Vice Presidents of strategic brands. Cashill will work to develop and strengthen the company’s exclusive and national brand initiatives. She will oversee key brands including Liz Claiborne, Martha Stewart and l’amour Nanette Lepore. Gentner will work on the company’s private brands such as The Original Arizona Jean Company and Xersion.

Steve Seabolt, formerly vice president of global brand partnerships for Electronic Arts Inc., has joined the company as senior vice president of strategic brand alliances.

Brian Robinson, who had been director of fashion and design partnerships at Target Corp joins jcpenney as Vice president, marketing and design partnerships and will focus on “identifying new strategic partnerships” for Penney’s, according to the company.

Katheryn Burchett, a 10-year Penney’s veteran, who most recently as divisional vice president of merchandise strategy and played a key role in the acquisition of the Liz Claiborne brand, has been promoted to Senior Vice president, merchandising and marketing integration.

Leading the JCPenney brand makeover are company veteran Greg Clark, who has been promoted to Senior Vice President creative, and Eric Hunter. Hunter, most recently chief marketing officer and group president for Scotch & Soda and Lamb & Flag at Kellwood Co. takes up the role of Senior Vice president of marketing, responsible for the Company’s marketing strategy, media buying, customer insights and loyalty programs.

While Mike Fisher joins the retailer from Apple as Senior Vice Ppresident of visual presentation to oversee the company’s new store experience, including the Street, the Square and the Shops.

JCPenney president Michael Francis said: “As we fundamentally re-imagine every aspect of our business, we’re tapping into the best internal and external talent in the industry. We’re focused on building a world-class organisation that will be instrumental in delivering a revolutionary shopping experience that is unlike anything that exists in retail today. We will continue to look both internally and externally as we build an organisation to accomplish this goal.”

The retailer, which operates 1,100 stores, is in the process of revamping its offer, with a new pricing strategy, plans to re-invent the store experience, a new brand identity and a number of new brands.