Be part of an iconic story.
TOMMY HILFIGER is one of the world’s most recognized global lifestyle brands, confidently welcoming and inspiring consumers since 1985. Originally established in New York City and infused with the vibrant spirit of Americana, to create the modern uniform of accessible luxury. The TOMMY HILFIGER brands consist of TOMMY HILFIGER and TOMMY JEANS, complemented by a range of licensed product categories that extend the brand lifestyle across generations, geographies, activities and occasions. Tommy Hilfiger’s global marketing approach and communications strategy taps into culture through the world of F.A.M.E.S.: the people, organizations and ideas boldly driving the future of Fashion, Art, Music, Entertainment and Sport. Major global campaigns, sponsorship platforms, and disruptive activations with world-class athletes, musicians and entertainers bring a constant source of energy and inspiration to the brand. Immerse yourself in TOMMY HILFIGER here! (YouTube, Instagram, TikTok)
The Team
Within the Tommy Hilfiger Marketing department, our role is to adapt the Global Marketing strategy to the EMEA context. We enhance consumer engagement in O&O stores and Tommy.com, drive awareness and sales across wholesale and pure players, build brand desirability, and accelerate Tommy Hilfiger’s integrated media ambitions, ensuring alignment with PVH’s overarching goals and objectives. This team is a key pillar of our department, collaborating closely with Hubs, eCommerce, Global Marketing, and Buying to drive EMEA marketing strategy, digital sales, brand alignment, and product messaging forward. With an integral position in the team, the role contributes significantly to the department's operational efficiency, strategic growth, and overall success.
The Position
As the Director of PR, Events & EIM (TH), you will be crucial to PVH’s EMEA Marketing department. You will develop and implement a comprehensive Regional EMEA strategy that leverages PR, Talent, and Event tactics to serve Regional needs, ensuring the continued growth and strong presence of the Tommy Hilfiger brand across the EMEA region. The Director, PR & EIM leads the development and execution of integrated communication strategies that protect, promote, and enhance the reputation of the TH brand. This role oversees both external communications (e.g., media relations, crisis comms, thought leadership) and internal communications (e.g., employee engagement, leadership messaging, organizational updates). They act as a trusted advisor to senior leadership and ensure consistent messaging across all audiences, partnering closely with Global PR, Consumer Engagement and Entertainment marketing. Your work will be key to driving the success of integrated marketing campaigns across the EMEA region, enhancing brand visibility, consumer engagement, and desirability, and will support PVH’s overall success in achieving its integrated media ambitions and regional marketing goals.
Key Responsibilities:
• Strategic Development: Develop and implement a comprehensive EMEA strategy for how best to use PR, Talent and Event tactics to serve regional needs and goals
• Brand Management: Act as the 'guardian' of the Tommy Hilfiger brand image in talent plans and events
• Executive and corporate communications: Craft compelling narratives that support the brand vision, mission and strategy. Develop thought leadership opportunities for the C-suite, such as op-eds, conferences.
• Public relations & Media strategy: Develop and lead the PR strategy, acting as the spokesperson for the TH brand, to support corporate, brand, product, and community initiatives. Manage relationships with media outlets, journalists, influencers, and PR agencies, overseeing the creation of press releases, media kits and proactive pitching efforts.
• Crisis and issues management: Lead crisis communication planning and response, collaborating with Legal, HR and Operations to drive a consistent and compelling response. Develop scenario plans and reactive statements for reputational risks or sensitive issues.
• Market Awareness: Understand market trends and competitor activities and proactively adapt and inform the strategies of the EMEA region, such as translating the global marketing calendar into locally relevant opportunities
• Messaging alignment and brand voice: Define KPIs for PR and internal comms i.e. share of voice, sentiment, employee engagement metrics. Regularly report performance to senior stakeholders and use insights to refine strategy/
• Stakeholder Management: Develop and manage key regional press and talent relationships
• Financial Planning and Budget Alignment: Own the PR & EIM budget and relationships / budgets with potential agencies
• Cross-functional Collaboration: Collaborate closely with Global PR, Retail, Partner and Digital Marketing teams to ensure Brand Marketing content is an integrated part of Marketing Mix
• People Management: Lead, mentor and inspire the PR & EIM team, ensuring high performance, collaboration, continuous improvement and professional growth
• Continuous Improvement: Drive and implement standards, improve processes and operations to ensure teams are working effectively to deliver outstanding marketing campaigns.
Note: Responsibilities include, but are not limited to, those listed above. The role may require additional tasks and duties as assigned to meet the needs of the department and organization.
Measures of Success
• Brand Awareness and Visibility: Drive growth in media coverage, press mentions, and social media reach across the EMEA region.
• Brand Sentiment and Perception: Improve brand sentiment and positive perception through social media sentiment analysis and customer feedback.
• Consumer Engagement: Increase social media interactions, event participation, and overall consumer engagement through likes, shares, and comments.
• Influencer and Talent Impact: Maximize ROI from influencer and talent-driven campaigns by measuring engagement and overall campaign effectiveness.
• Event Performance: High event attendance, media coverage, influencer participation, and post-event social engagement to ensure a high return on investment.
• PR & EIM Budget Efficiency: Optimize budget allocation and ensure PR, talent, and event activities deliver measurable results within the planned budget.
The Ideal Candidate
• Experience and background: 10+ years of leadership experience, preferably in retail, consumer or lifestyle brands. Strong background in communications, journalism or public relations
• Communication and interpersonal skills: Excellent written and verbal communication skills
• Partner management: Experience managing external PR agencies and media relations
• Crisis communications expertise: Proven ability to manage communication crises and issues within similar organisations
• Strong influencing and stakeholder management skills: Proven ability to communicate and influence diverse audiences, customers, employees, investors, and media
• Budget Management: Strong experience managing substantial budgets, ensuring efficient allocation of resources, and driving measurable outcomes.
At PVH, how we act is as important as what we do. Here are some key behaviours we expect from our people:
ENTERPRISE FIRST – we act in the best interests of PVH and its consumers beyond our own team, brand, region or market.
DRIVE CHANGE – we lead by example and are optimistic about change. We challenge the status quo but fully commit once a decision is made.
CREATE CLARITY – we are diligent in providing context and setting our priorities so we can be productive quickly.
INSPIRE TRUST – we create safe spaces for debate and deliver on what we promise so people can learn to depend on us.
TAKE ACCOUNTABILITY – we focus on work with the biggest business impact and give candid feedback to each other.
Your Wellbeing is Our Priority
In the heart of Amsterdam, PVH is home to the global headquarters of Tommy Hilfiger and the European offices of Calvin Klein.
Wellbeing: exclusive onsite gym and fitness classes, personal training, meditation studio, sports clubs, in-house physio, and receive access to our nutritional and wellbeing programs
Campus: extensive food and beverage offerings, top-notch restaurant, barista coffee bars, sky bar, monthly social events, weekly Thursday drinks, game nights, and campus-themed activities that will keep your social life busy
Be at the forefront: stay closely connected to our brands, CALVIN KLEIN and TOMMY HILFIGER, and be a part of seasonal market launches, sample sales and receive employee discounts!
Check out our Amsterdam Campus here.
About PVH:
We are brand builders who focus our passion and creativity to build Calvin Klein and TOMMY HILFIGER into the most desirable lifestyle brands in the world and at the same time position PVH as one of the best-performing brand groups in our sector. Guided by our values and enabled by our scale and global reach, we are driving fashion forward for good, as one team with one vision and one plan. That’s the Power of Us, that’s the Power of PVH+.
One of PVH’s greatest strengths is our people. Our collective desire is to create a workplace environment where every individual is valued, and every voice is heard, and we are committed to fostering an inclusive and diverse community of associates with a strong sense of belonging. Learn more about Inclusion & Diversity at PVH here.
PVH Corp. or its subsidiary ("PVH") is an equal opportunity employer and considers all applicants for employment on the basis of their individual capabilities and qualifications without regard to race, ethnicity, color, sex, gender identity or expression, age, religion, national origin, citizenship status, sexual orientation, genetic information, physical or mental disability, military status or any other characteristic protected under federal, state or local law. In addition to complying with all applicable laws, PVH is also committed to ensuring that all current and future PVH associates are compensated solely on job-related factors such as skill, ability, educational background, work quality, experience and potential.
