Avery Baker is returning back to Tommy Hilfiger, this time as the company’s president and chief brand officer.
Baker originally stepped away from her role back in mid-2019 to focus on family but is now making her return in a newly established role where she will oversee global marketing of Tommy Hilfiger’s products, as well as experiences across all categories, regions and channels.
“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.”
Baker joined the organization in 1998 and has held multiple leadership positions during her time at various Tommy Hilfiger’s global offices, including chief marketing officer and chief brand officer.
In her tenure at Tommy Hilfiger, Baker has played an instrumental role in evolving the brand into what it is today — one of the world’s most recognized premium lifestyle brands.
“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,” said Baker.
With Baker’s proven track record for developing and implementing brand-building strategies, Baker is expected to continue to drive business for the company as well as help build brand equity.