Snowboard company Burton has added two new executives to its team: Jennifer Valentine is chief merchandising officer, and Debbie Lee is the company’s new chief marketing officer.
“We’re making strategic moves to grow our brand and three key categories: snowboarding hardgoods, performance outerwear, and Anon winter protection,” said Burton CEO John Lacy in a statement. Jen and Debbie are the right leaders to help guide us in Burton’s next era of balancing profit and purpose.”
Lacy recently shared his plans for how the company would return to growth with Shop Eat Surf Outdoor.
Valentine and Lee will report directly to Lacy, and have relocated to Burlington, Vermont, where the company is headquartered.
Valentine will be Burton’s first chief merchandising officer, according to a news release. She spent the past 18 years at Adidas in roles in finance, strategy, sales, and merchandising. She led teams across multiple sports, such as soccer and running, and she has experience in all categories, including footwear, apparel, and hardgoods. Valentine also led the soccer business for Adidas North America where she led teams in brand marketing, merchandising, and sports marketing.
“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 officially joined Burton in October 2024 as its chief marketing officer. She previously led teams at 4moms, Caastle, Skip Hop, and Elizabeth Arden. She said she was drawn to Burton’s 50-year legacy.
“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.”
Owner and Chair Donna Carpenter said she welcomed Valentine and Lee to the Burton family and its values, which put people, the planet, and sport first.
“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,” Carpenter said.
