Avery Baker has been named president and chief brand officer of Tommy Hilfiger, a new role for the company.
Baker will lead products, marketing and experiences across all categories, regions and channels for the PVH Corp.-owned apparel brand, which acquired Tommy Hilfiger in 2010.
She spent more than two decades with the company, holding such roles as chief marketing officer and chief brand officer. After taking a brief hiatus from the company last year, Baker returns to continue her work in evolving the brand, and Tommy Hilfiger global and PVH Europe CEO Martijn Hagman cited her track record of business-driving consumer initiatives.
“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,” he said in a statement. “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.”
“In these challenging times, brands have an opportunity and a responsibility to make a difference in the lives of consumers,” said Baker. “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.”
The executive will lead all aspects of PMI’s supply chain operations in the North America and EMEA regions – including sales, demand and supply planning, sourcing, manufacturing, warehousing, and logistics.