Avery Baker returns as Tommy Hilfiger President and Chief Brand Officer

KUALA LUMPUR, Nov 20 -- Tommy Hilfiger, one of the world’s leading lifestyle brands which is owned by PVH Corp. has announced the appointment of Avery Baker as President and Chief Brand Officer, effective Nov 17.

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. She now returns to the organisation to contribute in writing the next chapter for a company and brand she cares so much about.

In a statement, Martijn Hagman, Chief Executive Officer, Tommy Hilfiger global and PVH Europe said: “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.”

“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.”

Meanwhile, Baker said: “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.”

During her tenure, the high-profile partnerships established with influential tastemakers including Lewis Hamilton, Zendaya, Gigi Hadid, KITH and Vetements increased brand relevance and expanded the company’s appeal to a new generation of fans.

-- BERNAMA