Tommy Hilfiger names Alegra O’Hare as new chief marketing officer

By

Robin Driver

Published
Mar 26, 2021

PVH-owned fashion brand Tommy Hilfiger announced on Thursday that it has appointed Gap and Adidas alum Alegra O’Hare as global chief marketing officer, effective April 12, 2021.

 
In her new role, O’Hare will be expected to develop and implement innovative global marketing strategies that appeal to both new and existing Tommy Hilfiger customers.
 
The executive, who has more than 25 years of marketing experience, most recently served as SVP and CMO at Gap, from 2019 to 2020. In this role, she led the company’s global marketing team across all brand touchpoints, including communications, retail, digital, social media and PR.

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Prior to this, she spent 11 years at Adidas, ultimately serving as VP for global brand communications at Adidas Originals from 2015 to 2018. This role involved overseeing brand campaigns and collaborations with partners including Pharrell Williams, Alexander Wang and Childish Gambino, as well as global marcomms activations.
 
Other roles held by O’Hare during her time at Adidas include brand director for Reebok in South Europe and brand director of Adidas Originals and Neo in Italy.
 
Before joining the German sportswear company, the executive spent seven years at VF Corporation, where she served as marketing manager for the Lee and Wrangler brands. Her previous experience also includes stints at Bang & Olufsen and Champion.
 
“Alegra’s appointment is a crucial next step in this new era for Tommy Hilfiger,” said Avery Baker, global president and chief brand officer at Tommy Hilfiger, in a release. “She will be a driving force in bringing our new brand vision to life through world-class creative, digital and omnichannel marketing strategies. Her deep connection to culture and proven experience in growing both relevance and business with global consumers will be a great asset.”
 
In the third quarter ended November 1, 2020, Tommy Hilfiger posted global revenues of $1.09 billion, down 12% from $1.24 billion in the same period in the previous year.