True Religion reveals new promotions as it enters next growth phase
In addition to serving as the Los Angeles-based brand's chief marketing officer, a role she has served in since 2023, D'Arcy has now added the title of head of digital growth. The executive will be tasked will driving digital growth, improving True Religion's digital experience and customer service, and increasing website conversion.
'In this expanded role, I'm now also responsible for our e-commerce business and focused on driving its double-digit growth year over year, which we'll achieve by improving our digital experience, increasing website conversion and keeping our customers coming back with a best-in-class customer service solution,' said D'Arcy.
'My other priorities include continuing to partner with the right talent and creating 360-degree, digital-first campaigns that support the women's business while driving profitable new customer acquisition and customer LTV.'
Likewise, Blake, currently senior vice president of men's and women's design and brand image, has been promoted to creative director and senior vice president of design, merchandising and brand image. She now manages the company's merchandising organization, overseeing all men's and women's merchandising, in addition to design for all of the brand's digital channels.
"My priorities, from a high-level business perspective, aren't changing. I'm here to drive growth in the business by creating great product and a great, aspirational brand image,' said Blake.
'In terms of merchandising, our team has been doing an amazing job, so I'm looking more at optimizing processes, focusing on specific category growth, dialing in how we leverage trend data and making sure we're always looking forward from a product perspective.'
No executive departures were announced as result of the two promotions.
'In support of our goal of reaching $1 billion in annual sales in the next few years, I'm extremely pleased to announce the promotions of Kristen D'Arcy and Tina Blake,' said Michael Buckley, CEO of True Religion.
'Kristen and Tina have been key to driving the growth of our digital and women's businesses and in their newly expanded roles, they'll have even greater resources and ability to accelerate our business and take True Religion to the next level.'
Last month, Borletti Group said it had acquired a minority stake in True Religion, joining ACON Investments to support global expansion, digital development, and retail growth. Terms of the deal were not disclosed.
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