Former HSN, DSW exec to lead marketing at J.C. Penney

Marianne Wilson
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John Aylward
John Aylward has been appointed chief marketing officer of J.C. Penney.

J.C. Penney has added a veteran retail marketer to its C-suite.

The department store retailer named John Aylward as chief marketing officer, effective June 6. He will lead Penney’s marketing strategy, creative, visual merchandising and store design, and customer engagement teams.

Aylward joins the retailer from CARE, the global nonprofit dedicated to ending poverty, where he served as chief marketing officer for five years. Prior to that, he was executive VP, chief marketing officer for HSN (now part of Qurate Retail Group).

Before HSN, Alyward served in senior marketing positions at Designer Shoe Warehouse, Starbucks and Gap.

“The 120-year-old J.C. Penney brand is iconic,” said Marc Rosen, who took the reins as CEO in November. 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 J.C. Penney stands alone as a one-stop retailer.”

Rosen added that Alyward’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.”

In late 2020, Simon Property Group and Brookfield Asset Management acquired substantially all of Penney’s retail and operating assets. Penney is celebrating its 120th birthday this year.

[Read More: J.C. Penney marks 120th anniversary with omnichannel campaign]