Former Gap, Adidas exec to lead marketing at Tommy Hilfiger Global

A 25-year marketing veteran is joining Tommy Hilfiger.

The company, which is owned by PVH Corp., has named Alegra O’Hare as chief marketing officer, Tommy Hilfiger Global, effective April 12. She succeeds Michael Scheiner, who left the company in October. 

Most recently, O’Hare was senior VP, chief marketing officer of Gap.  Prior to Gap, she spent 11 years at Adidas, serving as VP, global brand communications for Adidas Originals, Style and Y-3. She also worked as a marketing manager for VF Corp.

“Alegra’s appointment is a crucial next step in this new era for Tommy Hilfiger,” said Avery Baker, president and chief brand officer, Tommy Hilfiger Global. “She will be a driving force in bringing our new brand vision to life through world-class creative, digital and omnichannel marketing strategies. Her deep connection to culture and proven experience in growing both relevance and business with global consumers will be a great asset.”