Tory Burch appoints first Chief Brand Officer to drive global growth

American luxury fashion brand Tory Burch has appointed Klitos Teklos as Chief Brand Officer, creating a new executive role to lead the company’s global brand strategy.

Effective immediately, Teklos will oversee global marketing, social media and visual merchandising, with responsibility for delivering a consistent brand strategy across markets and channels. He will report to Chief Executive Officer Pierre-Yves Roussel and founder, Executive Chairman and Chief Creative Officer Tory Burch, while working alongside long-standing Creative Director Honor Brodie.

According to the company, the newly created position is designed to strengthen customer recruitment, engagement and long-term growth by ensuring the brand is presented consistently across all consumer touchpoints.

Teklos joins from Tēklos Studio, the brand architecture consultancy he founded in 2023, where he has advised clients including The Row, Sol de Janeiro and Gap Inc.’s beauty division. Earlier in his career, he held senior creative roles at Estée Lauder Companies, Sol de Janeiro and Air Paris. During his time at Estée Lauder Companies, he also led global creative for Tory Burch’s beauty business while overseeing creative strategy across 11 brands.

In comments reported by WWD, Tory Burch described Teklos as bringing "a rare combination of creative vision, commercial acumen and operational rigor. He understands how to build meaningful connections with customers, and I am delighted to welcome him to our team".

Teklos said of his appointment: "I am honoured to join this exceptional brand at such an exciting moment in its evolution. I have long admired Tory’s vision and creativity, which have built a brand that resonates far beyond fashion and inspires extraordinary loyalty and connection."

Pierre-Yves Roussel also told the publication that Teklos "has a proven ability to translate brand strategy into business impact".

The appointment comes as luxury fashion brands continue to invest in senior brand leadership as they seek to strengthen customer engagement across physical and digital channels. The creation of the Chief Brand Officer role reflects Tory Burch’s focus on building a more unified global brand strategy as the business continues its international growth.