The PVH-owned Tommy Hilfiger Group has promoted Avery Baker, its executive vice president of global communications and marketing, to the newly created role of chief marketing officer.

"It is always a great experience when someone grows through the ranks of our company, with so many milestones along the way, to assume a senior position like this," said CEO Fred Gehring.

"Our marketing has been a very important component of the success we have enjoyed. As our brand continues to globalise, there will be new challenges for us to effectively communicate our brand message around the world."

Baker, who will continue to report to Gehring, has held a number of posts across the company.

It said she has been "instrumental" in repositioning the brand in the US, while also developing its image internationally, leading initiatives like The Hilfigers campaign, the Prep World tour, the Tommy Hilfiger 25th Anniversary celebration and the Thierry Henry sponsorship.

In her new role, she will continue to oversee global marketing and communications operations, as well as brand related initiaves for the group from both the headquarters in New York and Amsterdam.