JCPenney has appointed John Aylward chief marketing officer, effective June 6.
Aylward will assume the role as the company focuses on strengthening loyalty among its 50 million shoppers and moves to transform how it connects with customers, JCPenney announced.
He will lead the marketing strategy, creative, customer engagement, visual merchandising and store design teams, JCPenney maintained. Among Aylward’s responsibilities will be advancing the company’s omnichannel strategy to deliver a modern, seamless experience across stores and digital.
Aylward was chief marketing officer for CARE, the poverty elimination non-profit. Prior to that, he acted in marketing roles for companies including HSN, DSW, Starbucks and Gap, JCPenney noted.
“The 120-year-old JCPenney brand is iconic,” said Marc Rosen, JCPenney CEO in announcing the appointment. “We must protect what the brand represents while evolving how it expresses who we are today. 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.”