In the newly established role, Baker has global responsibility for the brand’s products, marketing and experiences across all categories, regions and channels.
Since joining Tommy Hilfiger in 1998, Baker has held multiple roles across the company’s global offices, including Chief Marketing Officer and Chief Brand Officer.
During her tenure at the company, Baker has been instrumental in evolving the brand into one of the world’s most recognised premium lifestyle brands.
During her tenure, the high-profile partnerships established with influential figures including Lewis Hamilton, Zendaya and Gigi Hadid – increasing brand relevance and the company’s appeal.
Martijn Hagman, CEO, Tommy Hilfiger global and PVH Europe, said in a statement: “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.
“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.”
Avery Baker added: “In these challenging times, brands have an opportunity and a responsibility to make a difference in the lives of consumers. 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.”