Vancouver: Arc'teryx Equipment, a global design company specializing in technical high-performance apparel and equipment, today announced Avery Baker's appointment as its first-ever Chief Brand Officer. This newly created executive role signifies a significant step in the company's global evolution. Baker joins the company as it seeks to unlock brand potential, elevate global capabilities, and fuel long-term growth across North America, EMEA, APAC, and Greater China. In addition to Baker's appointment, Tobia Prevedello was named General Manager, EMEA, bringing over 20 years of international leadership experience across EMEA and APAC.

According to BERNAMA News Agency, as Chief Brand Officer, Baker will report to CEO Stuart Haselden and will lead global brand strategy, marketing, communications, and the establishment of an industry-leading consumer experience team. Baker will collaborate with global and regional leaders at an enterprise level to drive the brand vision of leading the world in snow, trail, and climb products for mountain athletes everywhere. This appointment is seen as a pivotal move in disrupting the vertical outdoor industry's standard approach and advancing the global brand's growth, consumer connection, and regional expansion.