Keith Melker is the executive vice president, chief financial officer for Catalyst Brands, reporting to Marc Rosen, chief executive officer. In this role, Melker oversees the Company's credit card program, real estate portfolio, and all finance and accounting operations for the Company.

Melker came to JCPenney in 2023 as chief transformation and strategy officer to develop and oversee JCPenney's Transformation office, ensure transformation initiatives were executed to maximize value creation, define corporate strategy, optimize corporate processes and explore strategic partnerships. Melker then transitioned into the role of Chief Financial Officer for JCPenney where he oversaw the Company's financial operations. Before joining JCPenney, Melker held roles as Chief Executive Officer for Wehner Multifamily, a Texas–based property management company, and Chief Strategy Officer for Kimberly–Clark Corporation. He also has over a decade of experience supporting leading companies during his time at Boston Consulting Group, where he served as Managing Director and Partner.

Melker holds a master's degree in business administration from Harvard Business School and a bachelor's degree in business administration from the University of Oklahoma.