Tommy Hilfiger Corp. has tapped Virginia Ritchie as global chief marketing officer.

She reports to Martijn Hagman, chief executive officer of Tommy Hilfiger Global and PVH EMEA, and will oversee all aspects of the global marketing organization. Ritchie is based at Hilfiger headquarters in Amsterdam.

The chief marketing officer role was previously held by Alegra O’Hare, who joined the company in March 2021.

Ritchie, a 13-year veteran of PVH, most recently led global consumer engagement for Hilfiger, with the responsibility to bring the brand’s campaigns, activations and products to life for consumers across all marketing and commercial touch points. Earlier she worked in senior marketing leadership roles across the Americas; Europe, the Middle East and Africa; and Asia-Pacific; and spent two years leading global brand operations in a cross-functional role that drove strategic planning and prioritization across marketing, merchandising and design.

“Virginia is an experienced and respected brand leader within our organization. Over the past 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,” said Hagman.

In July, Avery Baker stepped down as president and chief brand officer of Hilfiger. O’Hare had reported to Baker.

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