Ritchie served in the role in an interim capacity while she was also the vice president of global consumer engagement. She’s worked for Tommy Hilfiger since 2011.
The CMO role was previously held by Alegra O’Hare. Ritchie became interim CMO in March.
On LinkedIn, Ritchie described her CMO role as one where she would collaborate with brand leadership to “build Tommy Hilfiger into the most aspirational brand in the world.”
Prior to joining PVH, Ritchie worked as a public relations and business development associate at Temperley London. She also worked as a public relations manager at Marchesa.
Tommy Hilfiger owner PVH Corp. didn’t respond to Fashion Dive’s request for comment ahead of press time.
In the CMO role, Ritchie will report to brand CEO Martijn Hagman, according to WWD. O’Hare reported to Avery Baker, previously Tommy Hilfiger president and chief brand officer.
Baker left Tommy Hilfiger in July after more than 20 years with the brand. At the time, the brand didn’t clarify if it sought to replace Baker.
PVH recently reported quarterly earnings which saw a 4% increase in revenue to $2.2 billion in Q2. Tommy Hilfiger’s sister brand Calvin Klein experienced decreased revenue in North America by 9%. By contrast, Tommy Hilfiger saw a 4% increase in North American revenue.
The company is working on a multi-year strategic plan to boost consumer brand loyalty to both Tommy Hilfiger and Calvin Klein and reach $12.5 billion in revenue in 2025.