Canadian outdoor brand Arc’teryx has appointed Avery Baker to the role of chief brand officer.

Ms Baker spent more than 20 years at fashion brand Tommy Hilfiger, latterly in similar roles to the one she is taking up at Arc’teryx. She left Tommy Hilfiger in 2023. Since 2019, she has also run her own consultancy, advising a range of brands on how to “unlock their full potential”.

She suggested that few brands would have been able to tempt her back into an operational role, but that Arc’teryx had more than met all her expectations.

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