The technical apparel and equipment brand has created a new executive position and strengthened regional leadership as it pursues expansion across North America, Europe, the Middle East, Africa, Asia Pacific and China.
Arc’teryx has appointed Avery Baker as its first Chief Brand Officer—a newly created role that signals the technical apparel brand’s strategic shift towards accelerated global growth and enhanced customer engagement.
The North Vancouver-based company also announced that Tobia Prevedello will join as General Manager for EMEA (Europe, Middle East and Africa), bringing over 20 years of international leadership experience to the role.
Aligning global brand strategy with regional leadership
Reporting directly to CEO Stuart Haselden, Baker will oversee global brand strategy, marketing, communications and customer experience. She’ll work with regional leaders to strengthen Arc’teryx’s position across its core categories: ski and snowboard, terrain and climbing.
Baker joins from Tommy Hilfiger, where she led global brand development and growth initiatives. She oversaw the relaunch of the company’s women’s business and implemented the industry’s most successful “See Now Buy Now” platform—a catwalk-to-commerce model that allowed customers to purchase items immediately after they appeared on the runway.
EMEA leadership strengthened
Prevedello’s appointment as GM EMEA underscores Arc’teryx’s investment in Europe, the Middle East and Africa as strategic cornerstones of its global expansion. Most recently Managing Director for EMEA at CELINE (LVMH), he brings extensive experience leading regional organizations through expansion, consolidation and transformation.
These appointments follow several strategic hires designed to enhance Arc’teryx’s global market capabilities, including Matt Bolte as Chief Merchandising Officer, Marissa Pardini as General Manager for Veilance, and Ben Stubbington as Creative Director for Veilance. Both appointments take effect immediately.
About Arc’teryx
Based in the Canadian Coast Mountains, Arc’teryx specializes in high-performance outdoor equipment and apparel. The company’s design philosophy emphasizes long-term durability and functionality, with products rigorously tested in demanding environments. Its global distribution network includes more than 160 dedicated brand stores alongside 2,400 retail partners worldwide.
