Tommy Hilfiger Has a New CMO to Lead a New Marketing Strategy

Michael Scheiner joins the clothing brand from Hollister

new tommy hilfiger cmo michael scheiner
Michael Scheiner joins Tommy Hilfiger as CMO starting Oct. 28. Getty Images
Headshot of Diana Pearl

Tommy Hilfiger welcomed a new chief marketer to its C suite on Tuesday, appointing Michael Scheiner to the position of CMO. He will officially take on the role beginning Oct. 28.

A veteran of the apparel marketing world, Scheiner comes to the brand after spending several years at Abercrombie & Fitch, most recently as Hollister’s senior vice president of global marketing.

He’ll fill a new sort of CMO role at Tommy Hilfiger, one that will continue to utilize digital, partnerships—like the brand’s work with Zendaya and Gigi Hadid—and other new marketing methods to continue to grow its presence and connect with younger consumers.

“It is an honor to join such an iconic global brand,” Scheiner said. “The innovation and leadership Tommy Hilfiger has shown from its earliest beginnings is inspiring.

“I am excited to work closely with Tommy, Daniel and the company’s talented marketing teams around the world to write the next chapter as Tommy Hilfiger celebrates its 35th anniversary next year.”

Scheiner will work out of the brand’s global headquarters in Amsterdam.

@dianapearl_ Diana is the deputy brands editor at Adweek and managing editor of Brandweek.