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Tommy Hilfiger Nabs Former Gap, Wrangler Exec for CMO Role

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PVH Corp.-owned Tommy Hilfiger announced Thursday the appointment of Alegra O’Hare as chief marketing officer of Tommy Hilfiger Global. Effective April 12, O’Hare will develop and execute global marketing strategies to reach and engage existing and new customers.

O’Hare brings over 25 years of marketing experience to the heritage brand, including in-depth knowledge about the denim consumer. She has worked with global consumer brands including Adidas, Bang & Olufsen, Champion, Lee and Wrangler.

Most recently, she held the role of chief marketing officer at Gap, where she led the global marketing team through a digital-first marketing and an omnichannel retail approach to connect with consumers.

Avery Baker, Tommy Hilfiger Global president and chief brand officer, described O’Hare’s appointment as a “crucial next step in this new era” for the brand.

“She will be a driving force in bringing our new brand vision to life through world-class creative, digital and omnichannel marketing strategies,” Baker said of O’Hare. “Her deep connection to culture and proven experience in growing both relevance and business with global consumers will be a great asset.”

Prior to Gap, O’Hare led marketing for the Adidas Originals brand where she was responsible for all brand campaigns and collaborations with partners such as Pharrell Williams and Childish Gambino. This insight into collaborations arrives at a key time for Tommy Hilfiger, which has recently partnered with the musician H.E.R., Formula 1 champion Lewis Hamilton and Zendaya.

“Tommy Hilfiger has always been a brand that’s ahead of the curve, and I’m excited to embark on this new journey with the team amid a drastically changed consumer landscape,” O’Hare said. “Together, we will meet these new realities head on, with a focus on creating engaging and surprising brand experiences for all consumers, further evolving our position as world class marketers by pushing cultural and creative boundaries.”