Burton is ready to tell its story more loudly.
The Vermont-based brand best known for its snowboards has hired a new chief merchandising officer and chief marketing officer as it moves to translate its expertise on the slopes to product development and storytelling.
New to the team are Jennifer Valentine, who will serve as chief merchandising officer, and Debbie Lee, who will become chief marketing officer. Both have relocated to Vermont, will report to John Lacy, chief executive officer of Burton and collaborate with the company’s owner, Donna Carpenter, widow of the founder Jake Burton Carpenter.
The marketing role has been vacant since 2020 and the merchandising position is new, a Burton spokesperson said.
“Burton’s commitment to snowboarding is stronger than ever, balancing growth while elevating our dedication to purpose impact work,” said Lacy. “We’re making strategic moves to grow our brand in three key categories: snowboarding hardgoods, performance outerwear and Anon winter protection. Jen and Debbie are the right leaders to help guide us in Burton’s next era of balancing profit and purpose.”
Valentine comes to Burton after spending 18 years at Adidas, where she held various roles in finance, strategy, sales and merchandising. During her time there, Valentine led teams across multiple sports including soccer, training, and running and in all product categories in footwear, apparel and hardgoods. Most recently, she led the global merchandising and go-to-market strategies for Adidas’ soccer business.
“I’ve had a deep affinity for the Burton brand and its products ever since I started snowboarding in the ‘90s,” Valentine said. “To now have the opportunity to contribute to Burton’s continued success through merchandising is truly exciting. I look forward to working with the team and accomplishing great things together.”
Debbie Lee serves as Burton’s chief marketing officer.
courtesy of Burton
Lee, who held senior leadership positions at 4moms, Caastle, Skip Hop and Elizabeth Arden, oversees Burton’s teams in brand, marketing and creative, focusing on aligning its snowboarding legacy with a forward-thinking approach intended to appeal to a diverse, global audience.
“Burton is the kind of brand every marketer dreams of — an epic story, passionate community and a spirit of innovation and progression,” Lee said. “I’m excited to work with this incredible team to drive our growth and inspire the next generation.”
Carpenter, who also serves as chairman of Burton, said she looks forward to collaborating with the two new hires “and the entire Burton team on our long-term strategy, which places our business results and our purpose work on equal footing. As a family-owned company, we’re committed to amplifying the power of snowboarding to build toward a healthy planet where all people can thrive, and I know Jen and Debbie share this commitment.”
Jake Carpenter created his first snowboard in his Vermont barn in 1977, and built his company into more than a $150 million brand. Known as the godfather of snowboarding, Carpenter is credited with championing the sport and helping it to become an Olympic sport beginning at the 1998 Nagano Winter Games. He died in 2019 after a second bout of cancer.
