Revolve Group on Tuesday revealed the promotion of Raissa Gerona to president, brand and partnerships. Gerona previously served as the company’s chief brand officer, a role she has held since 2014.

In this newly established role, Gerona, who has been with the company for nearly 13 years, will shape the company’s long-term global vision, drive cultural relevance and lead brand storytelling, content, consumer affinity and brand storytelling. Futhermore, she will oversee the intersection of culture, partnerships, media, experiential IP, brand and strategic growth with a focus on driving consumer affinity, enterprise value and long-term relevance.

“Gerona will expand strategic partnerships across fashion, sports, entertainment, beauty, wellness and media, while cultivating relationships with creators, celebrities, designers and athletes that fuel long-term growth,” the company said in a statement.

“In many ways, time flies, but if you just rewind the past 12 to 24 months ago, and even longer, it was pretty clear that Raissa had a range of very important responsibilities that I felt were outside of her job title. It’s something that we’ve been thinking about for a while,” Michael Mente, cofounders and co-chief executive officer, told WWD of how Gerona has shaped and evolved Revolve during her tenure as chief brand officer.

“As we move into the future and all those other aspects, she’s really the one leading the charge with a strong vision and collaborating with myself to really put the company in the right direction. She will continue to do content and storytelling, which is essential across all platforms, but tell other stories of the brand we’ve yet to tell,” he said, pointing out the company’s quieter products, including wellness supplements. “Historically, customers know us for going out, vacations, special moments and travel, but there are many other aspects of the story that she will be telling.”

In that vein, Gerona will also continue to expand Revolve’s owned media and storytelling platforms including social franchises, podcasts and YouTube programming, as well as Revolve-owned IP events including Revolve Golf, the Revolve Festival and new future activations.

Gerona discussed how her work helping Revolve become a globally recognized company alongside Mente and Mike Karanikolas, cofounders and co-CEOs, and her dedication to building up the company’s owned brands, which do not only drive customer engagement through celebrity partnerships but also drive revenue, led to this new position.

“When you think of Revolve, a lot of the community and customers often think of Raissa as the face of the brand. Even as known as she is, I still think she’s severely underrated, and I think that even behind the scenes, there’s so much more that she does that people don’t realize and this title reflects that,” Mente added.

In the future, Gerona said she’s looking forward to spearheading new business ventures, previously seen through the company’s joint venture with Cardi B and creation of its new luxury fashion brand Revolve Los Angeles. She sees opportunity across the categories of beauty, apparel, wellness and consumer products.

“We work so hard and love what we do. I’m always thinking about what’s next and for me, I love Revolve so much and have grown up here. For a long time, I’ve been focused on new ventures with the brands that we have, including Helsa and Camilla Coehlo. I sought them out, negotiated the deals, so when thinking about what’s next for me and the brand, I wanted to do more of that. Having done the [joint venture] with Cardi B, I saw we could expand. This gives me the opportunity to seek more [opportunities],” Gerona said. “We’re already at that point where the customer understands exactly who we are, and they’re just waiting for us to do more.”