Arc’teryx Names Avery Baker Chief Brand Officer, Hires Tobia Prevedello to Lead EMEA

Overview

• Arc’teryx created the Chief Brand Officer role and appointed Avery Baker to lead global brand strategy, marketing, communications, and a new consumer experience team.
• Baker will report to CEO Stuart Haselden and partner with global and regional leaders to advance the brand vision in snow, trail, and climb.
• Tobia Prevedello joins as General Manager for EMEA after serving as Managing Director for EMEA at CELINE, part of LVMH.
• The company framed the moves as supporting long-term growth across North America, EMEA, APAC, and Greater China.
• Baker plans to relocate to Vancouver in summer 2027, and the appointments follow recent additions including Matt Bolte, Marissa Pardini, and Ben Stubbington.