Avery Baker is Chief Brand Officer for Tommy Hilfiger, overseeing global marketing and communications, creative services and creative direction for product design. She is responsible for leading brand-building initiatives that drive business growth, consumer relevance and global alignment. Baker has led key transformational programs such as the launch of “The Hilfigers” Family communications platform, reigniting the iconic ‘90s-inspired Tommy Jeans logo collection, and most recently the relaunch of the global women's business with brand ambassador Gigi Hadid. Baker also developed and implemented the brand’s #TOMMYNOW fashion show, which allowed consumers to immediately purchase items they viewed in the brand’s Fall 2017 fashion show.
Since joining Tommy Hilfiger in 1998, Avery has held multiple roles across the company’s global offices, including Chief Marketing Officer. She has played a key role in evolving Tommy Hilfiger into one of the world’s most recognized premium lifestyle brands by focusing on high growth potential regions and product categories, building brand strategies centered on the iconic Tommy Hilfiger DNA and driving global alignment. During her tenure, the brand has experienced robust growth and today generates approximately $6.5 billion of global retail sales, with distribution in over 100 countries.
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