Avery Baker is Chief Brand Officer for Tommy Hilfiger, overseeing brand strategy, creative direction for product design, global marketing and communications, global licensing and creative services. She is responsible for leading brand-building initiatives that drive business growth, consumer relevance and global alignment. Baker has led key transformational programs such as the launch of “The Hilfigers” Family communications platform, reigniting the iconic ‘90s-inspired TOMMY JEANS logo collection and, most recently the relaunch of the global women's business with brand ambassador Gigi Hadid. Her vision for TOMMYNOW, the brand’s “See Now, Buy Now” fashion show, revolutionized the runway and pioneered an innovative new approach for the future of fashion week.
Since joining Tommy Hilfiger in 1998, Avery has held multiple roles across the company’s global offices, including Chief Marketing Officer. She has played a key role in evolving TOMMY HILFIGER into one of the world’s most recognized premium lifestyle brands by focusing on high growth potential regions and product categories, building brand strategies centered on the iconic TOMMY HILFIGER DNA and driving global alignment. During her tenure, the brand has expanded to over 100 countries with more than 1,800 retail stores and global retail sales of US $7.4 billion in 2017.