Snowboarding specialist Burton hires former Vans marketing director
Vermont-based US snowboarding specialist Burton has appointed Sarah Crockett as chief marketing officer. She was formerly divisional VP of Integrated Marketing & Community Engagement at Seattle-based outdoor apparel and equipment retailer REI. Before working for REI, Crockett was vice-president of global consumer marketing at Vans, between 2010 and 2016, having also worked at Lucky Brand and Von Dutch.
“Sarah has a long track record of building marketing strategies for companies like REI and Vans, where Sarah was able to create compelling brand narratives, transmit company values and communicate about environmental best practices,” said Donna Carpenter, CEO of Burton. “We look forward to the fresh perspective Sarah will bring to our global marketing efforts.”
Crockett will be based at the headquarters of the brand founded in 1977 by Jake Burton Carpenter and his wife Donna Carpenter in Vermont, and will work closely with Burton’s European headquarters in Innsbruck, Austria, as well as the group’s subsidiaries in Japan, China, Australia, Canada and California.
Her experience working for global action sport brands is well-suited for Burton. But her stint at REI is also an asset for the snowboarding specialist, which is currently expanding its own direct retail network. In recent months, Burton opened monobrand stores in Prague, Innsbruck and Munich - where the 290-square-metre Burton store is also home to a wholesale showroom - and is working on another opening in Annecy, France.
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