Arc’teryx appoints former Tommy Hilfiger President as first-ever Chief Brand Officer

Canadian outdoor technical apparel brand Arc'teryx has appointed Avery Baker, former President and Chief Brand Officer at Tommy Hilfiger, as its first-ever Chief Brand Officer.

The newly created executive role “marks a significant step in the company’s global evolution”, and Baker joins Arc’teryx as it continues to unlock brand potential, elevate global capabilities and fuel long-term growth across North America, EMEA, APAC, and Greater China.

Additionally, Tobia Prevedello has been appointed General Manager, EMEA, Arc’teryx, bringing more than 20 years of international leadership experience across EMEA and APAC. Most recently, Prevedello served as Managing Director for EMEA at Celine (LVMH), overseeing regional business strategy, operations and performance.

As Chief Brand Officer of Arc’teryx, Baker, who spent over 21 years at Tommy Hilfiger in various roles before becoming President and Chief Brand Officer for Tommy Hilfiger Global at PVH Corp. (from November 2020 to July 2023), will report to CEO Stuart Haselden.

She will lead global brand strategy, marketing, communications and the establishment of an "industry-leading" consumer experience team.

Haselden said: “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.

“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.”

Baker commented: “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.

“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. I’m honoured to be part of building the next phase of global growth with an exceptional team of people.”

Commenting on the additional appointment of Tobia Prevedello, Haselden added: “We’re excited to welcome Tobia as our new General Manager, EMEA. His deep experience leading complex regional organisations for globally recognised and sought-after brands, combined with his strong understanding of diverse consumer and market dynamics across EMEA make him an exceptional fit for our next chapter of growth in the region and beyond.”