Tommy Hilfiger President and Brand Chief Steps Down — Retail Bum

Tommy Hilfiger’s President and Chief Brand Officer, Avery Baker, is stepping down from her position to pursue other opportunities.

Over her 24-year tenure working for the brand, Baker worked in multiple roles, including executive vice president of global marketing and later chief marketing officer and brand officer.

Baker, who holds the accolade of being the first woman in a c-suite position at the brand, is credited with launching “see now, buy now” shows and striking notable partnerships with celebrities such as actress Zendaya, model Gigi Hadid, musician Shawn Mendes, and Formula 1 driver Lewis Hamilton.

“When Martijn [Hagman, CEO] asked me to partner with him in 2020 to build the next era of the brand, we knew we would have to navigate some challenging times to lead the brand and the business through the pandemic and its aftermath,” Baker said. “I’m very grateful for the opportunity and proud of the work we have done to transform the company and create new foundations for the future.”

Baker is expected to leave the company in the summer of 2023. Meanwhile, Hagman will continue overseeing the brand as the chief executive of Tommy Hilfiger and PVH Europe.

“We appreciate Avery’s contributions to the Tommy Hilfiger brand — from driving product elevation and iconic brand moments to embracing early on that brands have a responsibility to make a positive impact on our planet and in the lives of our consumers,” a Tommy Hilfiger spokesperson said. “We wish her all the best in her future endeavors.”

Originally published at https://retailbum.com on July 6, 2023.