The fashion brand scrapped Baker’s role when she departed after more than 20 years with the company in June. She held the title of chief marketing officer from 2011 until 2014, before taking up the global chief brand officer job.
After news of Baker's departure broke in January, the company stated her responsibilities would be divided among other senior members of staff. Now, it is reviving the position of chief marketing officer and handing it to Scheiner, Hollister’s former senior vice-president of global marketing.
He will be responsible for leading the PVH brand into what it calls a “new era of innovative marketing strategies” as it prepares to celebrate 35 years in business next year.
Such strategies will predominantly be based in digital and experiential in order to “engage the next generation of consumers”, according to a press release.
Daniel Grieder, chief executive of Tommy Hilfiger Global and PVH Europe, said: “We are thrilled to have Michael join our world class marketing organization, and believe he will help fuel our ongoing digital transformation, enable us to respond strategically to new disruptions, and position Tommy Hilfiger as a leader amongst its competitors.”
Scheiner joins after two years at Hollister and six at its sister brand Abercrombie & Fitch, where he rose to become vice-president of marketing, digital and communications. He previously worked in production and buying.
He will move to Tommy Hilfiger’s global headquarters in Amsterdam for the job.