Sarah Crockett has joined Burton as chief marketing officer. Formerly the vice president of integrated marketing and community engagement at REI, Crockett will be responsible for all facets of Burton Global Marketing for the snowboard company.
She succeeds Anne-Marie Dacyshyn who has left the company.
“We’ve heard loud and clear that our customers want to learn more about our heritage, values, sustainability practices and what we stand for,” said Donna Carpenter, chief executive officer of Burton. “Sarah has extensive experience at both REI and Vans building marketing strategies that amplify these stories. She loves to snowboard and get outside with her family, so she personally understands what inspires us and our customers. We look forward to the fresh perspective Sarah will bring to our global marketing efforts.”
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Crockett will oversee consumer engagement, marketing creative, public relations, events, athlete management and marketing partnerships.
At REI, she worked on the brand’s Force of Nature and #OptOutside campaigns. Before that, she was vice president of global consumer marketing at Vans, a company where she spent six years.
“With Burton Global Marketing focusing more on our heritage, purpose and customer insights, Sarah has the professional experience to lead our next brand evolution,” added John Lacy, president of Burton. “From her time at Vans, Sarah gets what it means to work for a brand that respects its core audience, but at the same time, welcomes everyone to be a part of the brand. Sarah is also widely regarded as an inspiring leader who people love to work with. We’re really happy to welcome her to Burton and Vermont.”
Crockett pointed to the “vibrancy” at Burton, adding: “There is such an incredible foundation to build off of, from the talent and inspiration that our athletes emulate to leading with our values, including furthering our impact in sustainability.”