JC Penney appoints new chief marketing officer

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Dive Summary:

  • On Wednesday, JC Penney said that John Aylward will take the position of chief marketing officer on June 6.

  • Aylward was most recently CMO at the anti-poverty organization Care. Prior to that, he was in marketing positions at retailers HSN, DSW and Gap. company press release.

  • Aylward will help advance Penney’s omnichannel strategy and “lead the marketing strategy, creative, visual merchandising and store design, and customer engagement teams” per release.

Diving Information:

Aylward takes on the role as JC Penney works to rekindle her charm once again. The store last month “Shopping is back!” launched a themed marketing campaign.

Shopping at JC Penney stores, at least not yet. According to data from foot traffic analysis firm Placer.ai, traffic in March decreased by 34.4% compared to 2019 before the pandemic, following similar declines in February and January.

Still, David Simon, CEO of Simon Property Group, one of the new owners of JC Penney, told analysts this week that the retailer is “performing better than planned”, has $1.3 billion in liquidity and has no debt on its line of credit.

“I think the store business is doing well,” he said. “And I think over time they will improve their e-commerce.”

It also seemed to repel rumors that Simon would buy Penney rival Kohl’s.

The retailer did not immediately respond to related questions. Aylward’s its predecessor. Shawthorn genschHe left the job two years ago after only a few months, formerly managing marketing as chief customer officer. According to LinkedIn, Marci Grebstein joined Penney as CMO in 2017 before Gensch and left two years later.

In a statement, JC Penney CEO Marc Rosen said Aylward came at a “crucial moment”. The retailer is attempting another reset after high turnover, bankruptcy and new ownership in C-suite.

“We must preserve what the brand stands for while developing how it expresses who we are today,” Rosen said. Said.