Michael Scheiner

Tommy Hilfiger Corp. has tapped Michael Scheiner as the new chief marketing officer of Tommy Hilfiger Global. The appointment is effective Oct. 28.

Most recently, Scheiner was with Hollister Co., where he was senior vice president, global marketing. Earlier, he served as vice president, marketing, digital and communications for Abercrombie & Fitch, Abercrombie Kids and Hollister. He has been with the Abercrombie & Fitch group for almost nine years.

His work at Hollister helped move the brand into the top five brands among teens in Piper Jaffray’s fall 2019 Taking Stock survey, and supported Hollister’s recognition as a top omnichannel retailer.

Scheiner, who will relocate with his family to Hilfiger’s global headquarters in Amsterdam, will lead that brand across digital and experiential platforms to reach and engage with the next generation of consumers. The role of chief marketing officer hasn’t existed for several years.

Avery Baker had been chief brand officer, and stepped down from the company in June. Her duties encompassed more than marketing and communications.

Scheiner is taking over the marketing and communications responsibilities of Baker’s former role.

“As one of the world’s most globally recognized brands, our marketing teams around the world play a pivotal role in inspiring, exciting and engaging our consumers,” said Daniel Grieder, chief executive officer of Tommy Hilfiger Global and PVH Europe. He said he expects Scheiner will “help fuel our ongoing digital transformation, enable us to respond strategically to new disruptions and position Tommy Hilfiger as a leader amongst its competitors.”

Scheiner said, “It is an honor to join such an iconic global brand. The innovation and leadership Tommy Hilfiger has shown from its earliest beginnings is inspiring. I am excited to work closely with Tommy, Daniel and the company’s talented marketing teams around the world to write the next chapter as Tommy Hilfiger celebrates its 35th anniversary next year.”


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