Hollister exec joins Tommy Hilfiger

Tommy Hilfiger has tapped a retailer with experience in marketing to young consumers to take its own marketing efforts to the next level.

The company, which is owned by PVH Corp., named Michael Scheiner as chief marketing officer, Tommy Hilfiger Global. The appointment is effective October 28, 2019.

Scheiner joins Tommy Hilfiger from Hollister Co., where he served as senior VP of marketing. He joined Hollister’s parent company, Abercrombie & Fitch, in 2011, and served in several positions. According to Tommy Hilfiger, Scheiner’s work at Hollister helped move the brand into the top five brands among teens in Piper Jaffray’s fall 2019 Taking Stock survey. 

“We are thrilled to have Michael 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,” said Daniel Grieder, CEO Tommy Hilfiger Global & PVH Europe.

Scheiner will be charged with leading Tommy Hilfiger into a new era of innovative marketing strategies – particularly across digital and experiential platforms – to reach and engage the next generation of consumers, the company said.

“It is an honor to join such an iconic global brand,” said Scheiner. “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.”