True Religion hired Kristen D’Arcy as chief marketing officer, a newly-created role at the company, reporting to CEO Michael Buckley.

In addition to driving new customers to the brand, D’Arcy is responsible for marketing, including content creation, creative, brand, public relations, influencers, social media, partnerships, and philanthropy.

“Kristen is the ideal candidate to fill this critical role,” said Buckley in a release. “She has a proven track record of creating business growth, fostering brand love and managing high-performing teams. Her vast experience with top retail brands, including Pacific Sun, Ralph Lauren, Coty, and Oscar de la Renta, brings an important new layer of expertise to True Religion’s senior leadership team.”

D’Arcy joins True Religion amid the brand’s going to direct-to-consumer model. She reportedly has nearly 20 years of marketing and e-commerce experience in fashion, specialty retail, beauty brands, and the agency side of the business. The company said D’Arcy has successfully designed omnichannel, global brand marketing campaigns with influencers and celebrities, driving business growth and consumer engagement.

“I’ve been a True Religion customer and have watched the brand reinvent itself in recent years, which has been exciting both as a consumer and marketer,” said D’Arcy. “I have so much admiration for the company’s recent collaborations with Supreme, 2Chainz, Chief Keef, Dreezy, and many others. The opportunity to work with this team to expand the brand even further is a dream come true.”

D’Arcy was honored with AdAge magazine’s Best Marketers Under 40. She began her career on the agency side of business and worked on major accounts for Tribal DDB Worldwide and R/GA. Her first brand-side role was as senior director of marketing for Ralph Lauren. She was then named SVP of e-commerce and digital media at Oscar de la Renta before joining Coty, Inc., where she became the global head of content and innovation. She joined American Eagle Outfitters, leaving as VP, integrated marketing and media to become chief marketing officer for Pacific Sunwear. Most recently, she was the CMO for Homedics. D’Arcy sits on the board of directors for St. Jude’s West Coast chapter, Invest in Hope.

Photo courtesy of Kristen D’Arcy