Meet the Leader: Teatime with John Aylward, Chief Marketing Officer

From the United Kingdom to the United States, John Aylward joins the JCPenney executive team as chief marketing officer (CMO), with a focus in strengthening customer loyalty, developing and leading Company marketing strategy, visual merchandising and store design and transforming a seamless experience. Aylward comes to us from CARE, a global nonprofit with a mission of ending poverty, where he previously served as CMO. “I believe it’s important for corporations to understand that their communities and the people that make up the company come first above profit,” said Aylward.

With a love for marketing and passion for problem solving, Aylward says he always saw himself working in retail. In fact, his dream job growing up was to work for a company like JCPenney. “Our DNA and founding story is as relevant now as it was 120 years ago,” Aylward said. “Now more than ever, people need value, expert quality and great customer service.”

Aylward brings extensive retail experience to JCPenney from his impressive career in marketing, working with leading brands both in the U.S. and internationally, including Sony, The Gap, Inc., Starbucks, HSN and DSW.

“Good ideas can come from anywhere,” Aylward said. “The pandemic has taught us to listen to more voices. It’s forced us to reevaluate everything that we do, which makes us open to new ideas from anywhere within the organization. It’s also highlighted the need for us to support our American working families and communities.”

As the new CMO of the Company, Aylward will drive JCPenney’s marketing strategy and customer experience – something he says he’s confident will reflect the company’s vision.

“We are the only retailer of this type and scale to offer services as well as products in a way that serves our customer to give them holistic solutions for their everyday needs. I mean, where else can you get a salon makeover, buy new outfits for the whole family and get your holiday photos taken in one day?”

JCPenney is ready for its next chapter with Aylward taking the lead in the marketing department.

“I believe in this iconic brand, I believe in the vision,” said Aylward. “JCPenney is full of great associates – from our home office teams to the individual store staff – everyone I’ve met so far has been fantastic.”

We are beyond excited to have John join the team! Stay tuned for future stories and announcements highlighting his progress and support of JCPenney during this time.

Aylward comes from CARE, a global non-profit focused on ending poverty and worked with leading brands both internationally and in the U.S., including Sony and The Gap, Inc.

“I believe in this iconic brand. I believe in the vision. JCPenney is full of great associates, from our home office teams to the individual store staff – everyone I’ve met so far has been fantastic.”