Public Broadcasting Atlanta president and CEO Wonya Lucas has joined the board of directors for J.C. Penney Company Inc. (NYSE: JCP).

J.C. Penny said Thursday in a press release that Lucas was highly regarded for her mass communications and broadcasting leadership, as well as knowledge in how media strategy, digital content, marketing and distribution drive consumer behavior.

Marvin R. Ellison, chairman and chief executive officer of JCPenney, lauded Lucas for helping create some of television’s most highly acclaimed viewer programming.

“Her distinguished background brings tremendous value to our board as JCPenney continues to build mindshare in a media landscape saturated with news and information,” he said in the release.

Lucas, an Atlanta native and Georgia Tech grad, succeeded Milton Clipper as Public Broadcasting Atlanta’s leader in 2015.

Public Broadcasting Atlanta includes the NPR station WABE and Atlanta’s PBS station, PBA. Lucas’ resume also includes a working as president and CEO for TV One; as executive Vice President and COO within Discovery Communications; as executive vice president of The Weather Channel Networks; as senior vice president of strategic marketing CNN Networks Worldwide, as well as other roles within Turner Entertainment. She also had roles in brand management for The Coca-Cola Company and The Clorox Company.

“What drew me to the JCPenney Board is the Company’s sense of community and the trust it has earned from millions of families who count on JCPenney for quality and value,” Lucas said in the release. “I feel honored to be supporting the company at a time when building brand relevance and competitive differentiation are more important than ever.”

The committees of the Board on which Lucas will serve have not yet been determined. According to SEC filings, Lucas will be granted an award of restricted stock units that represents a “pro-rata amount of the current annual equity award to non-associate directors based on the effective date of her election.”

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