Tommy Hilfiger hires new global CMO

Fashion brand Tommy Hilfiger has appointed Michael Scheiner (pictured) as its global CMO. In his new role, Scheiner will leverage his passion and experience to lead Tommy Hilfiger into a "new era of innovative marketing strategies", particularly across digital and experiential platforms, to reach and engage the next generation of consumers. He will also relocate to the Tommy Hilfiger global headquarters in Amsterdam, the Netherlands with his family.

According to a press release, Scheiner has amassed over 15 years of experience at global brands. He joins Tommy Hilfiger from Hollister, where he served as SVP, global marketing. His work helped to move Hollister into one of the top brands among teens and supported its recognition as a top omni-channel retailer.

Tommy Hilfiger Global and PVH Europe CEO, Daniel Grieder said the company's marketing teams around the world play a "pivotal role" in inspiring, exciting and engaging its consumers. He believes the addition of Scheiner will help fuel Tommy Hilfiger's ongoing digital transformation, enable the brand to respond strategically to new disruptions, and position it as a leader amongst its competitors.

Scheiner said: “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.”

According to the company, marketing initiatives have been instrumental to the increasing footprint of Tommy Hilfiger through the consistent growth of global brand awareness and consumer-centric strategies that build and retain a loyal fan base. Its brand exposure today is at an "all-time high" as a result of standout collections, campaigns, partnerships and impactful consumer activations worldwide.

(Read also: Tommy Hilfiger to accelerate growth and drive expansion in APAC)

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