Pont joins from Moncler, where she served as worldwide marketing and communication director at a time when the skiwear brand was ramping up the pace of buzzy initiatives through its “Genius” program of frequent desinger collaborations.

The CMO role is a newly created position at Kering-owned Balenciaga, which has been reinforcing its marketing and press operations as the label aims to keep scaling up, and after longtime communications boss Lionel Vermeil moved to a role at the company’s group level.

Earlier this year, the brand tapped Robin Meason, a longtime collaborator of artistic director Demna Gvasalia through the press agency Ritual Projects, as its worldwide public relations director.

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Can Balenciaga Modernise Couture?

Reviving Balenciaga’s haute couture operation has been a transformative experience for Demna Gvasalia, resulting in a democratic, gender-fluid collection that includes jeans and t-shirts.