JCPenney Names Aylward Chief Marketing Officer

The retailer's new CMO will lead several areas including marketing strategy, visual merchandising and customer engagement teams
Greg Sleter
Associate Publisher/Executive Editor
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JCPenney has named John Aylward as its new chief marketing officer (CMO), effective June 6.

Aylward assumes the role as the company focuses on strengthening loyalty among its 50 million shoppers and transforms how it connects with customers. Aylward will help advance the department store’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.

“John will help fulfill our potential at this pivotal moment when JCPenney stands alone as a one-stop retailer,” said Marc Rosen, chief executive officer. “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 five years. He has been a marketer 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