Tommy Hilfiger Appoints New Chief Marketing Officer

Alegra O’Hare has been named Chief Marketing Officer of Tommy Hilfiger Global (Amsterdam), effective April 12, reports WWD. She succeeds Michael Scheiner, who exited the company in October, and will report to Avery Baker, President and Chief Brand Officer of Tommy Hilfiger.

In her new role, O’Hare will oversee the brand’s marketing, helping to develop and execute global strategies to reach and engage consumers.

O’Hare brings more than 25 years of marketing experience to the job. Up until 2020, she was Chief Marketing Officer at Gap (San Francisco) for a year, leading the global marketing team, including communications, retail, digital, social media and public relations, through digital-first marketing and an omnichannel retail approach.

Earlier she spent 11 years at Adidas (Herzogenaurach, Germany), including leading marketing for the Adidas Originals brand, where she was responsible for all brand campaigns, collaborations with partners such as Pharrell Williams, Alexander Wang and Childish Gambino, and all marketing communications globally.