Tommy Hilfiger names new CMO

Tommy Hilfiger has named Michael Scheiner their new chief marketing officer. Scheiner's new role will begin effective October 28. Previously, he worked at Hollister as senior vice president, global marketing.

While at Hollister, he helped to move the brand into the top 5 among teens in Piper Jaffray’s Fall 2019 Taking Stock survey. In his new role Scheiner will be responsible for discovering new market strategies, particularly across digital and experiential platforms, to help Tommy Hilfiger's customer base grow. He will relocate to the brand's global headquarters in Amsterdam.

“It is an honor to join such an iconic global brand,” said Scheiner in a statement. “The innovation and leadership Tommy Hilfiger has shown from its earliest beginnings is inspiring. I am excited to work closely with Tommy, Daniel and the company’s talented marketing teams around the world to write the next chapter as Tommy Hilfiger celebrates its 35th anniversary next year.”