PVH Announces Leadership Shifts Amid Brand Growth

PVH has announced a series of leadership shifts to help strengthen focus on consumer brand strategy and global growth initiatives. 

Adelyn Cheong is being promoted to the CEO role of PVH Americas – overseeing the Calvin Klein and Tommy Hilfiger brands in that region. 

The company’s Global Chief Marketing Officer, Jonathan Bottomley, is also taking on expanded responsibilities to also become EVP, Group Consumer and Brand Strategy.

Joel Samaha, currently a Partner at Boston Consulting Group advising global fashion and consumer companies, will be joining the company in the newly created role of President, Global Licensing, Partnerships and Expansion. 

Stefan Larsson, CEO of PVH, said of the appointments: “We are thrilled to add these experienced and talented leaders to our Executive Leadership Team, as we drive next-level execution of our PVH+ Plan and unlock the full potential of Calvin Klein and TOMMY HILFIGER. 

“The internal promotions of Adelyn and Jonathan will increase their already strong impact on the PVH+ Plan execution and the addition of Joel’s deep licensing and partnership expertise will further strengthen the growth of our non-owned businesses.”

Driving brand growth

Adelyn first joined PVH in 2018 as Senior Vice President of Tommy Hilfiger in the APAC region, before being appointed President of PVH China – overseeing the Tommy Hilfiger and Calvin Klein brands in one of the company’s most critical growth markets. 

In this role, she has led the acceleration of digital transformation within the company, significantly scaling its e-commerce business. She has also helped strengthen partnerships, creating a more consistent brand experience.

According to the company, PVH has had strong performance during her tenure, driven by consumer centricity, digital innovation and operational excellence. 

The PVH+ plan

In her new role as CEO of PVH Americas, she will be building on a strong brand momentum, helping to drive execution across channels and consumer insights. 

This will involve continuing the work that Donald Kohler, the PVH Americas’s former CEO took on as part of the company’s PVH+ plan – a multi-year strategic growth plan that looks to improve consumer engagement, accelerate digital growth and become more cost competitive. 

PVH shared that Donald has decided to leave the company to pursue a new professional opportunity in order to be closer to family. 

Stefan shared that he wanted to thank Donald, “for his leadership and meaningful contributions to PVH in the Americas. Since joining PVH, he has played an important role in advancing our PVH+ Plan in the region, and we wish him all the best in his next chapter”.

Marketing leadership expands

As part of this commitment to driving brand growth, PVH has also increased the responsibilities of its Chief Marketing Officer. Jonathan’s additional responsibilities of consumer and brand strategy will involve him accelerating and scaling the company’s global consumer capabilities such as insights and data to further strengthen engagement. 

Joel’s newly formed role will focus on leading the strategy and execution of PVH’s non-owned business partnership – overseeing category and market licenses, joint ventures and strategic partnerships, as well as the company’s global real estate and expansion strategy. 

Discussing these appointments, Stefan said: “ Adelyn and Jonathan are both seasoned leaders who have been key drivers of the multi-year PVH+ Plan transformation. They combine a strong brand and consumer understanding with sharp commercial instincts and in their new and expanded roles will continue to drive momentum across the business.

“We are also excited to welcome Joel to PVH in this newly-created leadership role, which will be critical as we unlock next-level growth from our strong licensing business, partnerships and global expansion.”