JC Penney Appoints New Head of Marketing


Dive Briefs:

  • Wednesday, JC Penney, John Aylward assumed the position of Chief Marketing Officer June 6th.

  • Aylward was most recently CMO of the poverty alleviation organization Care. Prior to that, she held marketing positions at retailers HSN, DSW and Gap. company press release.

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

Dive Insights:

Aylward will take on this role as JC Penney works to reboot the appeal once again. The department store launched a marketing campaign with the theme of ‘Shopping is back!’ last month.

Shopping at the JC Penney store, at least not yet. Data from footprint analytics firm Placer.ai showed similar declines in February and January, with traffic in March down 34.4% compared to the 2019 pre-pandemic level.

Nonetheless, David Simon, CEO of Simon Property Group, one of JC Penney’s new owners, told analysts this week that the retailer is “better than planned” and has $1.3 billion in liquidity and is on the line of credit. He said he had no borrowings.

“I think the store business is going well,” he said. “I think it will improve e-commerce over time.”

that also seemed to be pushed back About the rumor that Simon Penny Rival Acquisition Coles.

The retailer did not immediately respond to related questions. Ailward’s predecessor. sHonda GenschPreviously led marketing activities as Chief Customer Officer. left 2 years ago After just a few months at that job. Prior to Gensch, Marci Grebstein joined Penney as CMO. 2017 and left 2 years laterAccording to LinkedIn.

In a statement, CEO JC Penney said: Marc Rosen said Aylward had reached “a critical moment.” The seller is trying. another reset After C-suite’s high turnover, bankruptcy and new ownership.

“We need to protect what brands represent while advancing the way they represent us today,” said Rosen.

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