Meet Avery

For over two decades, Avery Baker has served in executive leadership roles, setting the vision to evolve global lifestyle, fashion, and consumer brands at scale across privately held and publicly traded companies. Her expertise spans brand management and executive leadership including product, go-to-market strategy, consumer insights, marketing, brand experiences, and operations—all with strong financial oversight. She has successfully led across multiple business models, including licensees, joint ventures, and distributors, always balancing commercial performance with brand integrity.

As the former President and Chief Brand Officer at Tommy Hilfiger, Avery helped fuel the brand’s global growth and cultural relevance through a series of reinventions. She sharpened the brand’s purpose and drove innovation across every consumer touchpoint. Under her leadership, the brand achieved a cohesive global image, highlighted by the relaunch of its women’s business, which strengthened appeal among younger, female consumers. Avery and her team delivered consistent growth and visibility through bold rebranding campaigns, influential celebrity partnerships, and the industry-leading ‘See Now, Buy Now’ platform.

Today, Avery leads her consulting practice, Avery Baker Advisory (ABA), where she partners with brands to unlock their full potential. ABA helps companies modernize their brand DNA and build—or rebuild—cultural and commercial relevance. Through fractional C-suite leadership, operational consulting, creative execution, and coaching services, Avery guides brands through meaningful transformation.

She leads with authenticity and heart, always focused on setting bold, inspiring visions that bring people along for the journey. At the center of her leadership is a deep commitment to creating a sense of belonging, knowing that when people feel seen and valued, trust and engagement naturally follow. A proud mom and partner, Avery is also passionate about mentoring others who are navigating the demands of executive leadership while raising a family.