Arc'teryx appoints first Chief Brand Officer EMEA
The Canadian outdoor company Arc’teryx has created the position of Chief Brand Officer for the first time and appointed Avery Baker to the role. At the same time, Tobia Prevedello has taken on the role of General Manager for the EMEA region. With these moves, the brand aims to drive its global expansion and brand strategy forward.
Arc'teryx Equipment, the Canadian design company for highly functional outdoor clothing and equipment, is focusing on strengthening its strategic leadership: the company is creating the position of Chief Brand Officer for the first time and appointing Avery Baker to this role. With the creation of this new leadership position, Arc'teryx is further advancing its global strategy. Baker will support the company in further developing the brand, strengthening its global presence and promoting long-term growth.
New Chief Brand Officer for global brand strategy
As Chief Brand Officer, Avery Baker is responsible for global brand strategy, marketing and communications as well as building a consumer experience team. Baker reports directly to CEO Stuart Haselden and works with global and regional leadership teams in North America, EMEA, APAC and Greater China. Arc'teryx aims to further develop its brand presence and identity and drive long-term growth in key economic regions.
"The appointment of Avery as Chief Brand Officer marks an important step in our global strategy. With her experience in developing international brands, she will help us to further sharpen our brand identity and brand experience," says Stuart Haselden, CEO of Arc'teryx. "Integrity is part of Arc'teryx's DNA. My job is to create value and meaning at every point of the consumer journey and to further develop the brand as authentic, innovative and community-oriented," says Avery Baker.
Tobia Prevedello strengthens European organization
At the same time, Arc'teryx is strengthening its regional management: Tobia Prevedello, who can look back on over 20 years of international management experience, is taking over responsibility for Europe, the Middle East and Africa as General Manager EMEA. The EMEA organization also includes the Swiss market. In his role, he will continue to drive forward the development of the region and strengthen cooperation with the local teams.
"We are delighted to welcome Tobia as our new General Manager EMEA. His experience in managing complex regional organizations and his understanding of the dynamic market environment in EMEA will be crucial to further develop the region as a key pillar of our global strategy," says Stuart Haselden. "The EMEA market has significant potential to build on conviction, product integrity and a sense of community. I look forward to working with the teams to deepen the relationship with our guests and develop opportunities for long-term growth, in line with Arc'teryx's design excellence and product DNA," says Tobia Prevedello.
Background to the appointments
Avery Baker previously worked at Tommy Hilfiger, where she played a leading role in the further development of the brand image and global initiatives to harmonize the brand across markets. Tobia Prevedello most recently worked at Celine (LVMH) as Managing Director EMEA and was responsible for strategic, operational and commercial management.
The appointments are part of a series of strategic personnel decisions at Arc'teryx. In addition to Baker and Prevedello, Matt Bolte joins the management team as Chief Merchandising Officer, Marissa Pardini as General Manager Veilance and Ben Stubbington as Creative Director Veilance.
Arc'teryx is a Canadian company based in the Coast Mountains. The design process is based on authentic experience, durability and performance in extreme conditions. The products are available in more than 160 brand stores and more than 2400 other retail locations worldwide.
