As PVH Corp. continues to work fast to turn around Calvin Klein’s fortunes — including transforming the brand’s digital strategy — it has created a new role to help it on its way.
The apparel company, which also owns Tommy Hilfiger, has just revealed that it’s adding a global chief digital officer to its c-suite and headhunters didn’t have to look too far to fill the new position.
That’s because it will be filled by Marie Gulin-Merle, who will take it on in addition to her current role of chief marketing officer at Calvin Klein, which PVH has owned since 2002.
Her new role will entail leading PVH’s global digital strategy and transformation across all brands, focusing on driving consumer engagement and leveraging technology to be able to do this.
“The world becomes increasingly more technology dependent and the retail landscape continues to change, making the role of CDO more important than ever to our business success,” said Mike Shaffer, PVH’s chief operating and financial officer.
“We believe this newly created role will fuel our transformation, enable us to react strategically to new disruptions and position PVH as a leader while building competitive advantages,” he added.
The move comes at a pivotal time for PVH, which