Meet the Leader: Carl Byrd, Vice President of Creative and Brand Synergy

For more than 120 years, JCPenney’s creative direction has played a significant role in bringing the iconic American brand story to life. Vice President of creative and brand synergy Carl Byrd believes that JCPenney’s brand campaigns – new and old – must continue to resonate with its loyal customers and hardworking associates.

“I grew up in a middle-class family with an immigrant mother and a father who served in the military. They dreamed of success for their children in America,” said Carl Byrd. “JCPenney is that American dream for so many people.”

For Carl, leaving his childhood home and building his extensive career in fashion was something he never thought he would achieve. He grew up shopping at JCPenney stores and now, in a full circle moment, Carl leads HOPE, JCPenney’s Business Resource Team (BRT) that supports and empowers Hispanic and Latin associates.

“Optimism is my superpower, and I try to lead with that in everything I do. I think of myself as someone who exists to encourage others to learn and help them do their best work. I always remind my team that no matter how long I’ve been in the business, I am still learning.”

Carl has worked with some of the biggest names in fashion and retail throughout his journey with advertising, creative direction and photography, including the Gap, Target and Macy’s.

“I graduated with my degree in graphic design from the University of Florida and began my career in advertising at the Gap. I’ve been lucky enough to work with some of the greatest directors, fashion icons, photographers and many retail brands over the years, and I’m honored to be a part of JCPenney’s next chapter at this point in my career.”

Nearly two years into the role at JCPenney and 30 years in the business, Carl is proud be a part of JCPenney’s next chapter.

“JCPenney has some of the most talented, creative people that I’ve seen in my entire career,” said Carl. “It amazes me to see people who have been with the Company for years with so much passion for the brand. Our leadership team is truly special and there are so many great things happening at JCPenney that I am thrilled to be a part of.”

JCPenney is confident in Carl as he leads the team of creatives and production during this exciting time of transformation. To learn more about JCPenney’s brand synergy and creative production you can reach out to

Share the Post:

Recent Posts

Sign up to receive updates from the JCPenney Newsroom to your inbox.

View our privacy policy or, for California residents, our California privacy notice.
Scroll to Top