Gen-Z Opps: Tommy Hilfiger taps new CMO, increases digital spend (Score 60)

Sales Lead: In September 2023, Virginia Ritchie became the CMO at Tommy Hilfiger (TH).

• Though Ritchie isn't located in the US, she oversees all aspects of TH's global marketing, which will affect the brand's US strategy.
• She joined the company in January 2011 and stepped up as its interim CMO and global consumer engagement VP in March 2023.
  • In her previous role, Ritchie enlivened TH's campaigns, products, and activations via all marketing and commercial touch points.
• Ritchie succeeds Alegra O’Hare, TH's former US-based CMO since March 2021.
• This move comes just a couple of months after the brand parted ways with its former president and CBO, Avery Baker.
  • Interim CMO O'Hare reported to Baker.
• **Note: Since Ritchie is located outside of the US, we cannot provide her contact information; please reach out to another DM in the meantime.**
• The brand will likely:
  • ​​​​​​​Shift strategy
  • ​​​​​​​Return to higher spend
  • ​​​​​​​Seek new agency partners
• Target demographic: 
  • ​​​​​​​Gen-Z

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, TH spent approximately $3.2m on digital ads, 60% more than the approximately $2m spent within the same 2022 timeframe.
  • YTD data: The brand has earned ~415.1m digital impressions YTD via Instagram (62$), YouTube (16%), FAcebook (11%), desktop video (7%)
  • Last year: In 2022, TH spent roughly $3.6m on this channel, down 27% from the roughly $4.9m spent in 2021.
  • **Note: TH also advertises its fragrances but has not yet done so this year; it may benefit from ideas to improve ROI for this business.**
• Additional channel insights  
  • The brand utilizes Google Ads along with digital, Facebook, Instagram, TikTok, and online video (via Youtube.com, Youtube Android, and Youtube IOS) ads.

Additional agency insights:

• Opportunity: Reach out soon to remain top-of-mind in case this new CMO conducts agency reviews.
  • ​​​​​​​We have not yet of any additional roster shifts following TH's December 2022 appointment of creative AOR Sunshine.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • Sunshine​​​​​​​​​​​​​​: Creative AOR (December 2022)
  • Crossmedia: Media agency partner
  • New Moon: Experiential agency partner

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.