Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], is pleased to announce 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 and Chief Brand Officer. In mid-2019, Baker stepped away from her role to spend time focused on family, and she now returns to the organization to contribute in writing the next chapter for a company and brand she cares so much about. During her tenure at the company, Baker has been instrumental in evolving TOMMY HILFIGER into one of the world’s most recognized premium lifestyle brands. She has a track record of developing and implementing brand building strategies that drive business growth and brand equity.
“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,” said Martijn Hagman, CEO, Tommy Hilfiger global and PVH Europe. “A commitment to aspirational products and world-class marketing sits at the heart of our vision to become a true global brand that leads with purpose. We’re excited to welcome Avery back into the Tommy Hilfiger family to lead the brand across both of these areas and unlock its full global potential.”