Arc’teryx taps former Tommy Hilfiger exec as its first-ever chief brand officer
A Canadian high-performance outerwear brand has added a fashion veteran to its C-suite with a newly-created position.
Arc’teryx has named Avery Baker as its first-ever chief brand officer. In the role, she will lead global brand strategy, marketing, communications and the establishment of an “industry-leading” consumer experience team.
Baker spent nearly 25 years at apparel giant Tommy Hilfiger from 1998 to 2023, mostly recently serving as the president and chief brand officer at Tommy Hilfiger Global for nearly three years. She also served as the brand’s chief marketing officer for nearly three years.
Arc’teryx says Baker was instrumental in establishing Tommy Hilfiger as one of the “world’s most recognized premium brands.”
[READ MORE: First Look: The North Face debuts two-story NYC flagship]
“Avery’s appointment as chief brand officer marks a defining moment in our growth journey as we execute against our global strategy and bring the Arc’teryx brand to more markets and more people worldwide,” said Arc’teryx CEO Stuart Haselden. “Her impressive record building iconic lifestyle brands while staying true to their unique culture and heritage uniquely positions her to help strengthen our brand expression across storytelling, design, and the full guest experience. Keeping performance and design at our core, Avery will help us deepen connections with our existing guests and communities, while also reaching new audiences who appreciate the pinnacle performance and design the brand is known and loved for.”
Arc’teryx said Baker’s appointment is a key step in further advancing the brand’s “growth, consumer connection and regional expansion.”
“Arc’teryx is a brand built with integrity – it represents a way of moving through the world with intention and an uncompromising commitment to its principles and performance-led design,” said Baker. “I’m here to help bring value and meaning to every moment of consumer interaction at scale, ensuring that authenticity, innovation, and connection remain core to who we are as a brand.”
In addition to the C-suite move, Arc’teryx has appointed Tobia Prevedello as general manager, EMEA, bringing more than 20 years of international leadership experience across EMEA and APAC to the company. Prevedello has held high level roles with luxury brands including Celine, Gucci and Bottega Veneta.
Founded in 1989, Arc’teryx’s products are distributed through over 160 branded stores and more than 2,400 retail locations worldwide.
