True Religion names its first chief marketing officer

True Religion has expanded its C-suite with a new position.

The denim and sportswear brand has appointed Kristen D’Arcy as its first-ever chief marketing officer. This new role is an instrumental component to True Religion’s future growth strategy, the company said in a release.

D’Arcy has nearly 20 years’ marketing and e-commerce experience at fashion, specialty retail, and beauty brands as well as on the agency side of the business. Most recently, she served as CMO for Homedics, where she increased the health and wellness company’s DTC sales by 80%, according to the release.  Prior to that, she held CMO roles at Madison Reed and Pacsun. Earlier in her career, D’Arcy held leadership roles at Coty, Oscar de la Renta and Ralph Lauren. 

D’Arcy joins True Religion amid the brand’s transformation to a DTC, digital-first company. In addition to driving new customers to the brand, she will be responsible for all aspects of marketing, including content creation, creative, brand, public relations, influencers, social media, partnerships  and philanthropy.

 The company noted that D’Arcy has had significant success in designing omni-channel, global brand marketing campaigns with influencers and celebrities which have driven business growth and consumer engagement

“Kristen is the ideal candidate to fill this critical role,” said CEO Michael Buckley. “She has a proven track record of creating business growth, fostering brand love, and managing high-performing teams. Her vast experience with top retail brands including Pacific Sun, Ralph Lauren, Coty, and Oscar de la Renta brings an important new layer of expertise to True Religion’s senior leadership team.”

D’Arcy has received numerous industry accolades and was cited as one of AdAge magazine’s Best Marketers Under 40. 

“I’ve been a True Religion customer and have watched the brand reinvent itself in recent years, which has been exciting both as a consumer and marketer,” said D’Arcy. “I have so much admiration for the company’s recent collaborations with Supreme, 2Chainz, Chief Keef, Dreezy, and many others. The opportunity to work with this team to expand the brand even further is a dream come true.”