Arc’teryx has appointed Avery Baker, former president and chief brand officer of Tommy Hilfiger, to the newly created role of chief brand officer. Additionally, Tobia Prevedello, a former Celine executive, is joining the company as head of EMEA.
The Vancouver-based technical outdoor brand. owned by Amer Sports, said the hiring of Baker “comes as Arc’teryx continues to unlock brand potential, elevate global capabilities and fuel long-term growth across North America, EMEA, APAC, and Greater China.”
As Chief Brand Officer, Baker reports to CEO Stuart Haselden and will lead global brand strategy, marketing, communications, and the establishment of a consumer experience team. Baker will also work with global and regional leaders, driving the brand’s vision for the brand’s snow, trail and climb products.”
“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,” said Haselden. “Her impressive record of 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 was president and chief brand officer at PVH Corp.’s Tommy Hilfiger Global from November 2020 to July 2023. Previously, she worked directly at Tommy Hilfiger for over 20 years from 1998 to July 2019. Her roles included chief brand officer, head of brand management, and chief marketing officer.
“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,” said Baker. “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 honored to be part of building the next phase of global growth with an exceptional team of people.”
Tobia Prevedello succeeds Sven Radtke as general manager, EMEA. Radtke, in mid-January, became chief commercial officer at Jack Wolfskin, which was acquired by Anta Sports last year.
Prevedello has over 20 years of international leadership experience across EMEA and APAC. Most recently, serving as managing director for EMEA at LVMH-owned Celine, overseeing regional business strategy, operations, and performance. He previously worked for Gucci, Bottega Veneta, DFS Group Limited, Prada and Yoox.
Haselden stated, “We’re excited to welcome Tobia as our new general manager, EMEA. His deep experience leading complex regional organizations for globally recognized and sought-after brands, combined with his strong understanding of diverse consumer and market dynamics across EMEA, makes him an exceptional fit for our next chapter of growth in the region and beyond. Tobia is a proven leader with a track record of building high-performing teams, strengthening brand presence, and driving sustainable, long-term growth – capabilities that will be critical as we continue to invest in EMEA as a key pillar of Arc’teryx’s global strategy.”
Arc’teryx said Baker and Prevedello’s appointments follow several strategic executive additions aimed at strengthening its global leadership capabilities, including Matt Bolte as chief merchandising officer, Marissa Pardini as general manager, Veilance, and Ben Stubbington as creative director, Veilance.
Image courtesy Arc’teryx
