True Faith has appointed a chief advertising and marketing officer for the primary time.
On Tuesday, the American denim and sportswear model named Kristen D’Arcy as chief advertising and marketing officer. It’s a brand new function, reporting to chief govt officer Michael Buckley, and “an instrumental part to True Faith’s future progress technique,” the corporate mentioned in its assertion. “Along with driving new prospects to the True Faith model, she will likely be chargeable for all points of promoting, together with content material creation, inventive, model, public relations, influencers, social media, partnerships and philanthropy,” the corporate indicated.
“I’ve been a True Faith buyer and have watched the model reinvent itself in recent times, which has been thrilling each as a shopper and marketer,” mentioned D’Arcy in her assertion. She mentioned she admired the corporate’s current collaborations with Supreme, 2Chainz, Chief Keef, Dreezy, amongst others.
“Kristen is the best candidate to fill this crucial function,” mentioned Buckley. “She has a confirmed observe report of making enterprise progress, fostering model love and managing high-performing groups. Her huge expertise with high retail manufacturers together with Pacific Solar, Ralph Lauren, Coty and Oscar de la Renta brings an vital new layer of experience to True Faith’s senior management staff.”
The corporate didn’t specify how advertising and marketing features have been doled out beforehand.
True Faith’s final senior-level govt change occurred in Could when Jim Kushner was named govt vice chairman, North America wholesale gross sales. It’s a key function within the technique to double its North American wholesale enterprise over the following three years, from about $250 million final yr to $500 million.
D’Arcy joins True Faith amid the model’s transformation to a direct-to-consumer, digital-first firm. She has almost 20 years’ advertising and marketing and e-commerce expertise at style, specialty retail and sweetness manufacturers in addition to on the company facet of the enterprise. She has had important success in designing omnichannel, international model advertising and marketing campaigns with influencers and celebrities, which have pushed enterprise progress and shopper engagement.
D’Arcy started her profession at Tribal DDB Worldwide and R/GA. Her first function at a model was as senior director of promoting for Ralph Lauren. Subsequently, she turned senior vice chairman of e-commerce and digital media at Oscar de la Renta earlier than becoming a member of Coty Inc., the place she rose to international head of content material and innovation. She additionally labored at American Eagle Outfitters in advertising and marketing and media earlier than turning into CMO for Pacific Sunwear. She most not too long ago served as CMO for Homedics, the place she elevated the well being and wellness firm’s d-to-c gross sales by 80 p.c, in accordance with True Faith.
True Faith is thought for its closely embroidered denims, signature stitching and emblem of a smiling Buddha strumming a guitar. Together with its denim, True Faith focuses on sportswear for males, girls and youngsters.