Avery Baker is the President and Chief Brand Officer for Tommy Hilfiger. She has global responsibilty for every aspect of the brand’s product, marketing and experiences across all categories, regions and media channels.
Since joining the company in 1998, Avery has been instrumental in evolving TOMMY HILFIGER into one of the world’s most recognized premium lifestyle brands. She has a track record of developing and implementing brand building strategies that drive business growth and brand equity.
Avery was appointed the company’s Chief Brand Officer in 2014 and brought together creative and business management to deliver a new brand vision, leveraging a powerful combination of pop culture, fashion, technology and entertainment. She has driven transformational programs including TOMMYNOW - the fashion industry’s largest and most successful “See Now, Buy now” runway show. During her tenure, the high-profile partnerships established with influential tastemakers including Lewis Hamilton, Zendaya, Gigi Hadid, KITH and Vetements significantly increased brand relevance and expanded the company’s appeal to a younger consumer base.
In 2019, Avery stepped away from her role as Chief Brand Officer to work in a consulting capacity for the company as part of the non-executive Tommy Hilfiger Brand Advisory Board. She returned to the company as President of Tommy Hilfiger Global in 2020.
Avery graduated from the Northwestern University with a Bachelor’s in Communications. She lives in Amsterdam with her husband, her two children and their Covid puppy.