John Aylward Named Chief Marketing Officer of JCPenney 

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Retailer JCPenney has appointed John Aylward as chief marketing officer effective June 6.

Retailer JCPenney has appointed John Aylward as chief marketing officer effective June 6.

In his new role, Aylward will be tasked with building loyalty among the retailer’s 50 million customers, as well as the transformation of customer communications. This includes modernizing the brand’s omnichannel strategy to build out a more seamless experience between physical and digital stores. In this role, he will also lead the company’s marketing strategy, creative, visual merchandising and store design, as well as 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,” said Marc Rosen, chief executive officer, in a statement. “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 JCPenney from nonprofit CARE, where he spent five years working on the organization’s mission to help eradicate global poverty. Aylward has also held senior marketing positions in the U.S. and internationally for brands including: HSN, DSW, Starbucks and Gap.

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