by Stephen Garner
Alegra O’Hare

Tommy Hilfiger has tapped Alegra O’Hare as its new chief marketing officer of Tommy Hilfiger Global, effective April 12th. Within the role, O’Hare will develop and execute innovative global marketing strategies to reach and engage existing and upcoming generations of Tommy Hilfiger consumers.

O’Hare brings over 25 years’ marketing experience, working with global consumer brands including Adidas, Bang & Olufsen, Champion, Lee, and Wrangler. Most recently, she held the role of chief marketing officer at Gap, where she led the global marketing team to inspire consumers across all brand touchpoints, including communications, retail, digital, social media, and PR, through digital-first marketing and an omnichannel retail approach. Prior to this, O’Hare led marketing for the Adidas Originals brand where she was responsible for all brand campaigns, collaborations with partners such as Pharrell Williams, Alexander Wang, and Childish Gambino, and all marcomms activations globally.

“Alegra’s appointment is a crucial next step in this new era for Tommy Hilfiger,” said Avery Baker, president and chief brand officer of 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. I am very excited to have Alegra join our team to play a leading role in building the next generation of Tommy fans.”

“Tommy Hilfiger has always been a brand that’s ahead of the curve, and I’m excited to embark on this new journey with the team amid a drastically changed consumer landscape,” added O’Hare. “Together, we will meet these new realities head-on, with a focus on creating engaging and surprising brand experiences for all consumers, further evolving our position as world-class marketers by pushing cultural and creative boundaries.”