Vancouver: Arc'teryx Equipment, known for its expertise in technical high-performance apparel and equipment, has announced significant additions to its leadership team. Avery Baker has been appointed as the company's first Chief Brand Officer, in a move that signals a pivotal phase in Arc'teryx's global expansion strategy.

According to BERNAMA News Agency, the company also revealed the appointment of Tobia Prevedello as General Manager for Europe, the Middle East, and Africa (EMEA). Prevedello brings over two decades of international leadership experience across EMEA and Asia Pacific (APAC) to his new role.

Baker will report directly to Chief Executive Officer Stuart Haselden and will spearhead global brand strategy, marketing, communications, and the development of a consumer experience team. This appointment is seen as a critical step in strengthening Arc'teryx's brand expression and enhancing its connection with both existing and new consumers worldwide.

Haselden highlighted Baker's appointment as a defining moment in Arc'teryx's growth trajectory. In a separate statement, he expressed confidence in Prevedello's capabilities, noting his successful track record in building high-performing teams and driving sustainable growth, which will bolster Arc'teryx's ongoing investment in the EMEA region.

Prevedello's most recent role was as Managing Director for EMEA at CELINE (LVMH), where he was responsible for regional business strategy and performance. His appointment is part of a series of strategic senior leadership additions at Arc'teryx, including Matt Bolte as Chief Merchandising Officer, Marissa Pardini as General Manager of Veilance, and Ben Stubbington as Creative Director of Veilance. These changes reflect Arc'teryx's commitment to strengthening its global leadership team.