November 26, 2020

Tommy Hilfiger appoints President and Chief Brand Officer

2 min read

Tommy Hilfiger, which is owned by PVH Corp., has just announced the appointment of Avery Baker as President and Chief Brand Officer, effective November 19, 2020. In the newly established role, Baker has global responsibility for the brand’s products, marketing and experiences across all categories, regions and channels.

Since joining Tommy Hilfiger in 1998, Baker has held multiple roles across the company’s global offices, including Chief Marketing Officer. She was appointed the company’s Chief Brand Officer in 2014 with the aim to bring together creative and business management to deliver a new brand vision, leveraging a combination of pop culture, fashion, technology and entertainment. Baker was behind brand programs such as TommyNow–a “See Now, Buy now” runway show–and reignited the ‘90s-inspired Tommy Jeans label. During her tenure, partnerships with brand ambassadors and influencers including Lewis Hamilton, Zendaya, Gigi Hadid, Kith and Vetements were established. In mid-2019, Baker stepped away from her role to spend time focused on family, and she now returns to the organization.

“Avery has a deep sensitivity for the heritage and DNA of Tommy Hilfiger, with a track record of launching impactful consumer initiatives that drive both the brand and business,” says Martijn Hagman, CEO, Tommy Hilfiger global and PVH Europe.

“In these challenging times, brands have an opportunity and a responsibility to make a difference in the lives of consumers. I believe that Tommy Hilfiger can have an enormous positive impact as a company that is loved as much for our actions as for the outstanding products we design. I’m thrilled to embark on this new journey with Tommy, Martijn, and our leadership teams in Europe, Asia Pacific and the Americas, as we work to achieve the long-term potential in each region and transform the company from the inside out – from culture to consumer – to become a company built for the 2020’s,” says Baker.

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