Arc’teryx has appointed longtime Tommy Hilfiger executive Avery Baker as its first-ever chief brand officer, creating a new C-suite role as the performance outerwear brand accelerates global growth.
Baker will lead global brand strategy, marketing, communications and the development of a new consumer experience function aimed at strengthening brand consistency and engagement worldwide.
She spent nearly 25 years at Tommy Hilfiger, most recently serving as global president and chief brand officer, and previously as chief marketing officer.
Arc’teryx said Baker played a key role in building Tommy Hilfiger into one of the world’s most recognized premium lifestyle brands.
“Avery’s appointment marks a defining moment in our growth journey,” said Arc’teryx CEO Stuart Haselden.
He said her experience scaling iconic brands while preserving their heritage will help sharpen Arc’teryx’s storytelling, design expression and guest experience as the company expands into new markets.
Baker said her focus will be on delivering meaningful, authentic consumer interactions while keeping performance-led design at the core of the brand.
Arc’teryx also named Tobia Prevedello as general manager for EMEA. Prevedello brings more than 20 years of international leadership experience, including senior roles at Celine, Gucci and Bottega Veneta.
Founded in 1989, Arc’teryx operates more than 160 branded stores and distributes its products through over 2,400 retail locations globally.
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