J.C. Penney names new marketing head

By

Benjamin Fitzgerald

Published
May 13, 2022

J.C. Penney announced this week the appointment of John Aylward to the role of chief marketing officer (CMO), effective June 6.

The Plano, Texas-based retailer said ​Aylward will assume the role as the company focuses on strengthening loyalty among its 50 million shoppers and transforms how it connects with customers.

In his new post, Aylward will help advance the company’s omnichannel strategy to deliver a modern, seamless experience across stores and digital. He will lead the marketing strategy, creative, visual merchandising and store design, and customer engagement teams, according to a press release.

He will report to J.C. Penny CEO, Marc Rosen

​“The 120-year-old J.C. Penney brand is iconic. We must protect what the brand represents while evolving how it expresses who we are today,” said Rosen.

“John will help fulfill our potential at this pivotal moment when J.C. Penney stands alone as a one-stop retailer. Additionally, John’s passion for purpose-driven work will be an important asset as we continue to provide offerings that promote inclusivity and celebrate the diversity of our customers.”

A marketing veteran, Aylward joins the U.S. department store retailer from CARE, the global non-profit dedicated to ending poverty, where he served as CMO for five years.

Prior to CARE, he has worked both in the U.S. and internationally for leading brands including HSN, DSW, Starbucks and Gap.

Aylward earned bachelor’s and master’s degrees from University of Cambridge, and he is a graduate of the TRIUM Executive Master of Business Administration program.