Avery Baker

Arc’teryx’s first-ever Chief Brand Officer, Avery Baker, is a global brand leader with more than two decades of experience transforming global brands at scale during pivotal moments of growth and evolution. Drawing on brand DNA, history, and heritage, she unites and inspires teams around a shared long-term direction and culture. Blending creative leadership, operational expertise and an entrepreneurial mindset, Avery sharpens brand purpose and unlocks sustainable growth.

As former President and Chief Brand Officer at Tommy Hilfiger, Avery led a comprehensive brand reinvention and introduced innovative consumer experiences, elevating the end-to-end guest experience across all touchpoints. She guided the business through public, private-equity, and acquisition transitions, scaling from a regional player into a globally relevant, $9 billion heritage brand with cultural relevance.

Having lived and worked across Europe, the U.S., and Asia, Avery excels at bridging cultures and building global organizations through meaningful consumer insights and data capabilities that deepen guest connection globally. Passionate about balancing personal and professional growth, she is a mentor and advocate for parents navigating senior leadership roles alongside parenthood.

Avery lives in Amsterdam with her family and spends her free time outdoors, tackling trails, mountains and the natural spaces that fuel her curiosity and resilience.