Arc’teryx names brand and EMEA leads

North Vancouver-based technical apparel and equipment brand Arc’teryx has appointed Avery Baker as its first-ever chief brand officer, alongside naming Tobia Prevedello as general manager for EMEA, strengthening its global leadership team.

Avery joins Arc’teryx in a newly created executive role, where she will lead global brand strategy, marketing, communications and consumer experience. 

She brings extensive international brand leadership experience, most notably from Tommy Hilfiger, where she played a key role in driving global growth, brand reinvention and premium positioning.

Avery said: “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. 

“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.” 

Alongside the appointment, Arc'teryx has named Tobia Prevedello as general manager for EMEA. 

Tobia joins from luxury fashion house CELINE, where he served as managing director for the region. 

He brings more than 20 years’ experience leading regional growth and operations across EMEA and APAC.

Tobia added: “Arc’teryx has built a rare global brand rooted in purpose, product integrity, and community, and EMEA represents a significant opportunity to continue that momentum. 

“I’m excited to partner with the regional teams and global leadership to deepen our connection with guests, elevate and thoughtfully scale a premium, performance-led brand, and unlock long-term growth while staying true to Arc’teryx’s design excellence and product DNA.” 

Their appointments support Arc’teryx’s continued international expansion across North America, EMEA, APAC and Greater China, as the brand invests in long-term growth and global capability.

Chief executive Stuart Haselden added: “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. 

“Her impressive record 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.”

He added: “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 make 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.” 

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