Tommy Hilfiger chief brand officer Avery Baker to step down

By

Gabriella Lacombe

Published
Jan 24, 2019

Avery Baker is stepping down from her role as chief brand officer for Tommy Hilfiger, representatives from the company have confirmed to FashionNetwork.com. 

Baker, who will remain in her position until June, is currently responsible for overseeing brand strategy, creative direction for product design, global marketing and communications, global licensing and creative services, in addition to leading brand-building initiatives.

According to WWD, Baker's title, which was created when she stepped into the role, will be dissolved following her exit and her responsibilities will be divided among senior leaders, indicating a restructuring in the areas Baker managed. 

Baker joined the company in 1998. Prior to her current position, she served in a variety of leadership roles at the company, including chief marketing officer. 

During her time at the company, Baker led key transformational programs such as the launch of “The Hilfigers” Family communications platform, the modern revival of the brand's Tommy Jeans logo collection, and, most recently, the relaunch of Tommy Hilfiger's global women's business with brand ambassador Gigi Hadid.

In addition, Baker also managed TommyNow, the brand’s “see now, buy now” fashion show, an initiative that sought to boost the brand's image as a leader in fashion's future.