StockX Appoints Pilar Toro as Director of Brand Integrity Amid Growing Counterfeit Concerns
Published: October 6, 2025
In a strategic move to bolster its verification systems, U.S. resale platform StockX has appointed Pilar Toro as its new Director of Brand Integrity. This announcement, made on Monday, underscores the company’s commitment to enhancing its anti-counterfeiting measures and strengthening partnerships with brands in an increasingly competitive market.
Strengthening Brand Integrity
Reporting directly to Chief Security Officer Paul Guerra, Toro’s role will be pivotal in shaping StockX’s global brand integrity strategy. Her responsibilities will include advancing product verification efforts and supporting initiatives aimed at combating counterfeiting. According to a press release from StockX, Toro will drive collaboration with external partners and introduce innovative approaches that align with the company’s broader brand protection and customer trust programs.
The appointment comes at a time when the resale market is experiencing unprecedented growth, with platforms like StockX becoming increasingly popular among consumers seeking authentic products. However, this surge has also led to a rise in counterfeit goods, making robust verification systems more critical than ever.
A Wealth of Experience
Pilar Toro brings nearly two decades of experience in brand protection across various sectors, including fashion, footwear, technology, and luxury goods. Her impressive resume includes senior roles at renowned companies such as Chanel, Lululemon, Sony, Burberry, Tiffany & Co., and Red Wing Shoe Company. Most recently, she worked with the A-CAPP Center at Michigan State University, where she led outreach initiatives and gained valuable insights into evolving brand protection risks and consumer behavior.
“Pilar brings deep industry expertise and fresh perspectives that will help StockX continue to enhance efforts to combat counterfeiting, safeguard customers, and work collaboratively with brands to fight bad actors,” said StockX CEO Greg Schwartz. This sentiment reflects the growing recognition within the industry that effective brand protection requires not only advanced technology but also a collaborative approach.
The Role of Technology in Verification
StockX’s commitment to leveraging technology in its verification systems is evident in its recent initiatives. The company aims to deepen its connections with law enforcement agencies and utilize innovative tools to enhance product verification. This focus on technology is crucial, especially as counterfeiters become more sophisticated in their methods.
In a marketplace founded on trust and transparency, StockX has set high standards within the resale industry. The company’s proactive approach to brand protection is not just about safeguarding its own interests; it also aims to foster a safer environment for consumers. “I’m thrilled to be joining a company that through innovation is leading the way for an expanded view of brand protection in its category,” Toro stated. Her enthusiasm for StockX’s commitment to customer trust aligns with the company’s mission to ensure safety and confidence for its community.
The Resale Market Landscape
The appointment of Toro comes at a time when the resale market is undergoing significant transformation. According to a report by ThredUp, the secondhand market is projected to reach $64 billion by 2024, driven by changing consumer behaviors and a growing emphasis on sustainability. As more consumers turn to resale platforms for authentic products, the need for effective brand protection becomes paramount.
Counterfeit goods not only undermine brand integrity but also pose risks to consumer safety. The rise of online marketplaces has made it easier for counterfeiters to operate, necessitating a robust response from companies like StockX. By investing in brand integrity and verification systems, StockX aims to set itself apart from competitors and reinforce its position as a leader in the resale industry.
Conclusion
Pilar Toro’s appointment as Director of Brand Integrity marks a significant step for StockX as it navigates the complexities of the resale market. With her extensive experience and a focus on innovative solutions, Toro is well-positioned to enhance the company’s efforts in combating counterfeiting and fostering trust among consumers. As the resale industry continues to evolve, StockX’s commitment to brand integrity will be crucial in maintaining its reputation and ensuring a safe marketplace for all.
