ARC'TERYX APPOINTS AVERY BAKER CHIEF BRAND OFFICER

NORTH VANCOUVER, British Columbia, Jan 28 (Bernama) -- Arc'teryx Equipment, the global design company specializing in technical high-performance apparel and equipment, today announced the appointment of Avery Baker as its first-ever Chief Brand Officer, a newly created executive role that marks a significant step in the company’s global evolution. 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 was appointed General Manager, EMEA, bringing more than 20 years of international leadership experience across EMEA and APAC.

As Chief Brand Officer, Baker will report to CEO Stuart Haselden and will lead global brand strategy, marketing, communications, and the establishment of an industry-leading consumer experience team. Baker will work at an enterprise level with global and regional leaders to drive the brand vision of leading the world in snow, trail, and climb products for the mountain athlete everywhere – disrupting the vertical outdoor industry’s standard approach. The appointment is a key step in further advancing the global brand’s growth, consumer connection, and regional expansion.