VP Global Store Experience & Visual Operations

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

The Tommy Hilfiger Global Store Design and Visual Experience department is responsible for providing consumers the most compelling store experience through store design, visual merchandising and windows across all channels and markets. The Store Concept & Design team is a key function within the department, responsible for the design and experience of physical consumer touchpoints including Global retail, wholesale, and pop-ups.

The Position
The VP Global Store Experience & Visual Operations is a strategic leader responsible for shaping and driving an elevated, world-class retail experience that strengthens brand desirability and fuels business growth. Reporting jointly to the Chief Marketing Officer (CMO) and Global Consumer Brand Experience leadership, this role plays a critical part in aligning the brand’s physical presence across all global markets with its premium positioning.

As the executive responsible for store experience strategy, visual merchandising operations, and consumer engagement at the point of sale, the VP will lead cross-functional teams to deliver seamless, impactful, and scalable in-store experiences across Retail Full Price (FP), Outlet, and Wholesale. This role requires a high level of strategic foresight, operational excellence, and leadership to ensure best-in-class execution in global markets while fostering collaboration with design, merchandising, consumer experience, and regional leadership teams.

Key Responsibilities

Strategic Leadership & Store Experience Vision

• Define and implement the overarching global store experience vision, ensuring alignment with brand strategy and consumer expectations.

• Develop 360° sensory experience plans (e.g., scent, music, communication) in partnership with global brand teams, ensuring an immersive consumer journey across all store formats.

• Lead the development and execution of Retail full price and outlet-specific strategies, enhancing product presentation, pricing models, and consumer engagement approaches.

• Provide strategic oversight for Wholesale consumer experience initiatives, ensuring global consistency while addressing regional needs.

• Drive innovation in the seasonal product launch strategy, ensuring seamless integration of visual merchandising, campaign imagery, in-store storytelling, Consumer Journey & Brand Messaging

• Define and refine the global consumer journey framework, ensuring consistent and compelling messaging at all consumer touchpoints.

• Establish global benchmarks for store tier activation, measuring execution effectiveness and identifying areas for optimization.

• Oversee the creation and deployment of global consumer messaging toolkits, ensuring regional adaptation and execution excellence.

Operational Excellence & Execution

• Set the long-term operational strategy for Visual Merchandising & Store Experience, ensuring alignment with PVH+ transformation and business objectives.

• Implement scalable, data-driven processes that optimize execution efficiency across regional teams.

• Oversee the management, development, and performance of the Global Visual Experience app, ensuring it serves as a key tool for store execution, reporting, and global alignment.

• Establish and refine cross-functional operating models that drive collaboration and seamless execution between global, regional, and local teams.

Global Collaboration & Training

• Serve as the key executive liaison between global brand leadership and regional market leadership and teams, ensuring strategic alignment across all consumer-facing store experiences.

• Design and lead bi-annual global training summits (e.g., Global Kick-Off) to equip teams with the necessary skills and knowledge to execute at the highest level.

• Strengthen cross-functional collaboration with marketing, merchandising, and design teams, ensuring a holistic, cohesive approach to in-store brand storytelling.

Insights, Performance Metrics & Continuous Improvement

• Develop and oversee a global reporting framework for store experience activations, using insights to optimize future strategies.

• Identify and share best practices across regional teams, fostering innovation and excellence in execution.

• Provide regular executive-level updates on visual merchandising impact, consumer engagement metrics, and store experience innovation.

Key Leadership Attributes

• Executive Influence: Ability to drive cross-functional alignment and communicate a compelling vision across all levels of the organization.

• Strategic Thinker: Capable of translating brand objectives into scalable global strategies while balancing regional flexibility.

• Data-Driven Decision Maker: Uses insights and analytics to shape store experience improvements and consumer engagement strategies.

• Operational Excellence: Ability to simplify complexity, optimize processes, and drive executional consistency across diverse global markets.

• People Leader & Culture Builder: Strong leadership in mentoring and developing high-performing teams, fostering collaboration, and inspiring creativity.

• Role Model PVH Leadership Behaviors: Demonstrate PVH Leadership Behaviors, acting as an inclusive and adaptive leader and fostering a positive, innovative culture across teams and departments.

• Safeguard Health and Wellbeing: Prioritize health, well-being, and work-life balance by managing team priorities, setting clear boundaries, and fostering a positive work environment for self and team members.

• Set Clear Expectations and KPIs: Establish measurable KPIs for the team, assess team performance against these metrics, and provide regular feedback to promote continuous improvement, accountability, and high standards.

Requirements

Strategic Leadership & Vision

• Minimum 10 years of progressive, strategic leadership experience in store experience, retail operations, or consumer engagement strategy within premium or lifestyle retail environments, with a track record of leading high-performing, cross-functional teams in alignment with PVH Leadership Behaviors.

• Proven ability to define and lead global store experience strategies that elevate brand perception, support commercial goals, and are responsive to regional market dynamics.

• Strategic thinker with a creative and consumer-centric mindset, capable of translating macro trends, insights, and brand vision into long-term, future-focused consumer experience strategies.

• Demonstrated ability to develop scalable frameworks for experience design that can be implemented across diverse markets and retail formats by regional and functional teams.

• Experience leading large-scale transformation initiatives, new store concepts, and cross-market strategic pilots—focusing on ideation and governance rather than hands-on execution.

• Strong change management expertise to ensure strategic adoption across global teams and alignment with organizational priorities.

Omnichannel & Consumer Experience Strategy

• Deep understanding of evolving consumer behaviors, shopping psychology, and experiential retail trends, with the ability to shape customer journey strategies that integrate seamlessly across physical, digital, and social channels.

• Expertise in designing omnichannel consumer engagement strategies, ensuring cohesion between in-store experience, e-commerce, mobile, and social media touchpoints.

• Strong understanding of the role of sensory branding, in-store messaging, and campaign storytelling in shaping holistic and emotionally resonant brand experiences.

Governance & Commercial Impact

• Proven ability to define strategic KPIs for store experience, including metrics tied to customer engagement, foot traffic, dwell time, conversion, and brand health.

• Experience in guiding performance management processes and leveraging customer and sales insights to continuously refine experience strategies.

• Strong financial acumen, with experience overseeing large-scale budgets and ensuring that investment in consumer experience initiatives is ROI-driven and aligned with corporate goals.

Cross-Functional Influence & Collaboration

• Proven experience influencing senior stakeholders—including C-suite leadership, Marketing, Retail, Merchandising, and Technology partners—to drive unified and consumer-centric experience strategies.

• Skilled at building governance models and communication processes that ensure strategic alignment, cross-departmental collaboration, and timely delivery by execution teams.

• Exceptional communication and leadership presence, with the ability to represent store experience strategy in executive forums and planning cycles.

Innovation & Sustainability

• Passion for innovation in consumer engagement, including the strategic integration of emerging technologies such as AI, digital signage, or immersive environments.

• Commitment to sustainability in customer experience, ensuring alignment with ESG goals and corporate responsibility standards across physical and digital touchpoints.

Education & Global Perspective

• Bachelor’s or Master’s degree in Business, Marketing, Retail Management, or a related field, or equivalent in experience; advanced business credentials preferred.

• Fluent in English (written and spoken); additional language skills are a plus.

• Experience working in global organizations, with a strong understanding of regional needs and localization of global strategies.

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.  

• How we support you: choose the hybrid setup and working hours that suit you, in addition to meeting-free Fridays, work from anywhere 4 weeks a year, 25 days of paid holidays, mental health days, parental leave, home office allowance, commuting allowances, employee assistance programs, and pension schemes 

• 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 

• Develop your career: whether you lead a team or contribute your own expertise, everyone is a leader at PVH. PVH University curates and delivers training programs for you to continuously develop your professional and personal goals 

• 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 our commitments to Inclusion & Diversity 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.