NEW YORK — The Tommy Hilfiger Group, which is wholly owned by PVH Corp., has elevated Avery Baker and Gary Sheinbaum to new executive positions.
Baker, who continues as chief marketing officer, will add the title of chief brand officer. Sheinbaum, chief executive officer, North America, will become ceo of Tommy Hilfiger Americas.
Both executives, whose roles are effective immediately, report to Daniel Grieder, ceo of Tommy Hilfiger and ceo, PVH Europe.
Baker’s appointment reflects PVH’s increased focus on the global alignment, evolution and elevation of the Tommy Hilfiger brand. Her role will be to improve the group’s worldwide coordination across its product divisions, retail channels and geographic markets, as well as its brand message internationally. She joined Hilfiger in 1998 and held various executive posts in the European and U.S. offices before being named chief marketing officer in 2011. Baker has relocated to Amsterdam in her new role, and will continue to work from both Hilfiger headquarters in Amsterdam and New York.
Sheinbaum will oversee Hilfiger’s Latin American business in addition to continuing to lead its North American division. Sheinbaum was named ceo, North America, in 2009, and was involved in forging the Macy’s partnership as well as passing the $1 billion mark in North American retail revenues.
Hilfiger’s business in Latin America includes partnerships with American Sportswear SA, licensee of the brand in South America (excluding Brazil), Central America and the Caribbean, and Grupo Axo, the licensee in Mexico. Sheinbaum will also collaborate with Inbrands SA, its joint-venture partner in Brazil. The venture was established in January 2013.
“With over 17 years of experience with Tommy Hilfiger, Avery has incredible expertise in her field and a deep knowledge of the Tommy Hilfiger business,” said Grieder. “She is uniquely positioned to drive the business forward in an increasingly competitive landscape, and will work across our organization to help us maintain and grow our leadership position.”
“Since joining Tommy Hilfiger USA in 1995, Gary has been a passionate brand advocate and played an instrumental role in the growth of the retail business in our home market. I am excited to have his strategic expertise and inspirational leadership extended to Latin America, as we further focus on developing this important region for the company,” added Grieder.