Calvin Klein Taps L’Oreal Vet as New CMO

Author: Adrianne Pasquarelli / Source: Advertising Age

Marie Gulin-Merle is trading beauty for blue jeans. The marketing executive has been named the new chief marketing officer at Calvin Klein, effective this spring. She has been chief marketing officer at L’Oreal USA for the past four years.

Tasked with expanding the PVH Corp.-owned apparel brand’s voice and global marketing platforms, as well as furthering consumer engagement, Gulin-Merle is filling a role that has been vacant for more than a year. In 2016, Calvin’s former CMO Melisa Goldie resigned from the New York-based brand; at the time, the company said a replacement would not be named.

Goldie’s departure came just months after the appointment of a new chief creative officer, Raf Simons, who joined Calvin from fashion house Dior. Gulin-Merle will now report to Simons, who recently debuted his second collection for the brand with an Americana-inspired line.

As CMO, Gulin-Merle is faced with the challenge of attracting consumers to a clothing brand known for its provocative, sexually-suggestive ads at a time when apparel is taking a backseat to experiences and…

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