JCPenney Names Chief Marketing Officer

Lewisville, Texas — JCPenney has appointed John Aylward as chief marketing officer (CMO), effective June 6, 2022. 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.

“The 120-year-old JCPenney brand is iconic. We must protect what the brand represents while evolving how it expresses who we are today,” says Marc Rosen, chief executive officer. “John will help fulfill our potential at this pivotal moment when JCPenney 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.”

Aylward joins the company from CARE, the global nonprofit dedicated to ending poverty, where he served as CMO for 5 years. He has been a marketer in the U.S. and internationally for leading brands including HSN, DSW, Starbucks and Gap.

In 2022, JCPenney celebrates 120 years as an iconic American brand. Today, it has more than 650 stores in the U.S. and Puerto Rico.






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