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Arc’teryx names first-ever chief brand officer

A Canadian high-performance outerwear brand has added a fashion veteran to its C-suite with a newly-created position.

Arc’teryx has named Avery Baker as its first-ever chief brand officer. In the role, she will lead global brand strategy, marketing, communications and the establishment of an “industry-leading” consumer experience team.

Baker spent nearly 25 years at apparel giant Tommy Hilfiger from 1998 to 2023, mostly recently serving as the president and chief brand officer at Tommy Hilfiger Global for nearly three years. She also served as the brand’s chief marketing officer for nearly three years.

Arc’teryx names first-ever chief brand officer | Chain Store Age

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