Dive Brief:

• Tommy Hilfiger has appointed Alegra O'Hare to serve as the chief marketing officer of Tommy Hilfiger Global, the company announced on Thursday. 

• Starting April 12, O'Hare will manage the brand's international marketing strategies to reach existing and new fans of the brand, the company said.

• Prior to joining Tommy Hilfiger, O'Hare was CMO at Gap and she previously worked at other consumer brands such as Adidas, Champion, Lee and Wrangler. At Adidas she oversaw collaborations with celebrities like Pharrell Williams and Childish Gambino, per the company announcement.

Dive Insight:

O'Hare's hiring comes at a transitional time for both the Tommy Hilfiger brand and its parent company, PVH, which also owns Calvin Klein. Last June, Tommy Hilfiger's CEO left to take the helm of Hugo Boss, and earlier this year, Stefan Larsson took over as CEO of PVH following the departure of Manny Chirico. 

O'Hare's arrival at the company follows her exit from Gap after less than a year as CMO there. Gap Inc. also lost its CEO Art Peck in 2019 amid uncertainty about the company's direction and a planned spinoff of Old Navy (which was then cancelled). Old Navy chief Sonia Syngal took over the position in March last year.

Tommy Hilfiger noted that its marketing strategy has been critical in its international expansion as well as attracting and retaining customers.

O'Hare said in a statement that she looks forward to working with the marketing team and connecting with shoppers in an evolving consumer landscape. 

"Alegra's appointment is a crucial next step in this new era for Tommy Hilfiger," Avery Baker, president and chief brand officer of Tommy Hilfiger Global, said in a statement. "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."