Tommy Hilfiger names Michael Scheiner global chief marketing officer

By

Gabriella Lacombe

Published
Oct 22, 2019

PVH-owned Tommy Hilfiger has named Michael Scheiner as its new chief marketing officer, Tommy Hilfiger Global, effective October 28.

Scheiner comes to the role with over 15 years of experience at global brands, most recently serving as senior vice president of global marketing at Hollister Co. Previously, he also served as Hollister’s vice president of marketing, and held several leadership roles at Abercrombie & Fitch, including vice president of marketing, digital and communications. 

As the new CMO at Tommy Hilfiger, Scheiner will relocate to the brand’s global headquarters in Amsterdam.

In the role, Scheiner will help Tommy Hilfiger to evolve its marketing strategies, particularly across digital and experiential platforms, to reach and engage a new generation of consumers, the label said.

These strategies will follow Tommy Hilfiger’s ongoing collaboration with ‘Euphoria’ star, Zendaya, a partnership intended to raise the brand’s profile with Generation Z shoppers. 

“As one of the world’s most globally recognized brands, our marketing teams around the world play a pivotal role in inspiring, exciting and engaging our consumers,” said Daniel Grieder, chief executive officer of Tommy Hilfiger Global & PVH Europe.

“We are thrilled to have [Scheiner] join our world class marketing organization, and believe he will help fuel our ongoing digital transformation, enable us to respond strategically to new disruptions, and position Tommy Hilfiger as a leader amongst its competitors.”

The appointment comes as the Tommy Hilfiger brand approaches its 35th anniversary next year.