by Stephen Garner
Marie Gulin-Merle
Marie Gulin-Merle

PVH Corp. has announced that Marie Gulin-Merle will assume the newly created role of PVH chief digital officer (CDO), in addition to her current position as chief marketing officer of Calvin Klein, Inc.

As chief digital officer, Gulin-Merle will lead PVH’s global digital strategy and transformation. She will focus on defining and executing the company’s strategic priorities to drive consumer engagement and invest in and evolve how it operates by leveraging technology to be dynamic, nimble and forward-thinking.

Gulin-Merle’s responsibilities will include increasing the company’s digital excellence, leveraging consumer insights and data capabilities, anticipating channel shifts and leading a digital council within PVH.

In addition to her role as CDO, she will retain her position as chief marketing officer of Calvin Klein, Inc., reporting into Steve Shiffman, CEO of Calvin Klein, Inc. She will continue to focus on her work as the brand architect, evolving global marketing platforms and strategically driving consumer engagement.

Since joining PVH, Gulin-Merle has spearheaded important initiatives including building and aligning information capabilities with all regions, and upskilling PVH teams through a Digital Academy. And, working in cooperation with Google, she has forged a global strategic partnership to lead the industry in enterprise-level, data-driven marketing using a new ad-tech platform across PVH brands.

“The world becomes increasingly more technology dependent and the retail landscape continues to change, making the role of CDO more important than ever to our business success,” said Mike Shaffer, chief operating and financial officer at PVH. “We believe this newly created role will fuel our transformation, enable us to react strategically to new disruptions and position PVH as a leader while building competitive advantages.”