Tommy Hilfiger appoints new CMO

Tommy Hilfiger has announced the appointment of Virginia Ritchie as global chief marketing officer (CMO), effective 1 September, 2023. 

In this role, she will report to Martijn Hagman, CEO, Tommy Hilfiger global & PVH EMEA, and will oversee all aspects of the global marketing organisation.

Ritchie brings over 15 years of experience across all aspects of global marketing – strategy, consumer engagement, full-funnel media, and communications, as well as developing culturally relevant, cut-through talent partnerships, collaborations, and campaign creative.

A 13-year veteran of PVH, she most recently led global consumer engagement for Tommy Hilfiger with the responsibility to bring the brand’s campaigns, activations, and products to life for consumers across all marketing and commercial touch points. 

Prior to that Ritchie worked in senior marketing leadership positions across the Americas, EMEA and APAC, and spent two years leading global brand operations in a cross-functional role that drove strategic planning and prioritisation across marketing, merchandising, and design.

Regarding her appointment, Hagman said: “Virginia is an experienced and respected brand leader within our organisation. Over the last 13 years with PVH, she has developed a deep understanding of the Tommy Hilfiger brand DNA and has been a champion for the transformations and evolutions that keep Tommy Hilfiger aspirational and relevant for our consumers. 

“Virginia’s leadership will help us win with the consumer by leaning into the many strengths of our global Tommy Hilfiger brand.”