Tommy Hilfiger Appoints Avery Baker Chief Marketing Officer

The former executive vice president of global communications will start the new role immediately.

The Tommy Hilfiger Group has tapped Avery Baker as chief marketing officer, a newly created position.

In this role, Baker will continue to report to Hilfiger chief executive officer Fred Gehring.

Prior to the appointment, the 15-year Hilfiger veteran served as executive vice president of global communications and marketing. She will work from both headquarters in New York and Amsterdam.

According to the PVH Corp.-owned company, Baker has played a pivotal role in repositioning the brand in the U.S., while also developing it internationally.

“Our marketing has been a very important component of the success we have enjoyed,” Gehring said. “As our brand continues to globalize, there will be new challenges for us to effectively communicate our brand message around the world. I am confident that with the able and experienced leadership of Avery, we are very well positioned to succeed.”