Coach Inc. has named Carlos Becil chief marketing officer, a new position.

Beginning today, Becil will work in close collaboration with Vevers to define global brand messages and seasonal initiatives to drive brand awareness, while bolstering Coach’s positioning as a New York design house of modern luxury accessories and lifestyle brands. He’ll report to Andre Cohen, president, North America and global marketing.

Prior to joining Coach, Becil was chief marketing officer and executive vice president of marketing at Equinox, where he led the company’s marketing and digital transformation, which included developing consumer engagement programs and identifying growth opportunities. Before Equinox, Becil spent seven years at Starwood Hotels & Resorts in senior marketing roles. He started his marketing career at Nestle USA and Kraft Foods, where he led a $1 billion portfolio of brands.

“We’re excited to have Carlos join our marketing team in this important new position,” Cohen said. “Carlos has a proven track record of luxury brand building and a keen understanding of the importance of creating emotional connections with customers. His experience will be an invaluable asset as we grow and solidify Coach’s elevated positioning in the marketplace.”

“Coach is an iconic brand with an exceptional heritage,” Becil said. “I’m excited about the opportunity to globally tell the Coach story from the brand’s rich point of view coupled with Stuart Vevers’ visionary design.”

Becil received a bachelor of science degree in accounting from New York University’s Stern School of Business, and earned an MBA from the University of Michigan’s Ross School of Business.