July’s Executive Lucheon

Creating Brand Engagement through Storytelling with Sheeba Philips, VP Marketing & Communications, JCPenney

Consumers are looking for brands to create immersive and rich experiences that express a brand’s values and humanizes what they stand for.  In a world where millennials are now the largest generation in the workforce and have buying power unlike anything seen by previous generations, the need for a brand to tell a great story about why the exist and what they stand for is key.

JCPenney has embarked on an ambitious strategy to reengage existing customers and attract new customers through the world of richer storytelling about its value proposition, especially through the digital and content space. Join the AMA this July 19 to hear from Sheeba Philip, VP of Marketing Strategy & Communications, about key lessons learned along the way to becoming a story-centric brand.

Join us to learn:

• What makes a great brand story?
• A case study: Telling a story that creates that sparks conversation: JCPenney’s “Here I am” Body Empowerment/Body Positivity Campaign
• Creating a digital ecosystem that spreads the story and amplifies the conversation: Social, Influencer Marketing, and Content-Driven Media
• Key lessons learned – what worked and what didn’t

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More about our speaker:

Sheeba Philip has built a career building and growing brands. She currently serves as the Vice President of Marketing Strategy & Communications at JC Penney and is helping lead the brand turnaround. She is responsible for elevating the brand and its relevance with customers. Her responsibilities include oversight of media buying, brand strategy & advertising, PR, Digital/Social Media & Philanthropy. Sheeba and her team recently led the launch of JC Penney’s new brand campaign – Get your Penney’s Worth. The campaign has been featured in outlets such as Adage, Huffington Post, Buzzfeed, People, and Fortune.

Prior to working at JC Penney, Sheeba was the VP of Marketing & Communications for International Justice Mission (IJM), the largest anti-slavery/anti-trafficking organization in the world.   She spearheaded the launch of the book, The Locust Effect, written by Gary Haugen, Founder & CEO of IJM. The Book was named a Washington Post Best Seller and featured at the World Economic Forum.

Sheeba has also spent ten years in brand management at both Mondelēz International and Kraft Foods. During her tenure, she led and managed multi-million dollar, iconic brands such as Ritz and Jell-O. In 2011, she assumed the role of Global Marketing Director for the World’s #1 Cookie, Oreo, a $2 billion brand present in over 100 countries.

Sheeba has BS in Chemical Engineering from the University of Virginia and a MBA from the Harvard Business School.

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