DALLAS-In an example of jumping out of the frying pan and into the fire, Neal Goldberg has resigned his president post at the Children’s Place and has been named president and CEO of jewelry company Zale Corp. Both companies have struggled in the past 12 months, dropping in sales and stock price, with Zale hitting a 52-year low of $15.28 per share on the day of Goldberg’s first day.

Goldberg, 48, will also be a member of the Zale board of directors. He has 27 years of experience at companies such as Macy’s Victoria’s Secret and Gap Inc. Betsy Burton, who has served a short term as CEO since being promoted from director in February 2006, will advise the company in a two-year consulting agreement.

“I believe Neal is ideally suited to lead at this time,” said Zale chairman Jack Lowe in a conference call Wednesday. “He’s proven to be a strong merchant and a skilled operator.”

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