Vermont Business Magazine Burton has announced the addition of two top executives to its leadership team: Jennifer Valentine – Chief Merchandising Officer and Debbie Lee – Chief Marketing Officer. These strategic hires reflect Burton’s dedication to driving innovation and leadership in snowboarding, from product development to brand storytelling. Both Jen and Debbie recently relocated to Burlington, Vermont, where they are based at Burton’s global headquarters, reporting to CEO John Lacy and collaborating with Burton Owner Donna Carpenter.
“Burton’s commitment to snowboarding is stronger than ever, balancing growth while elevating our dedication to purpose impact work,” said John Lacy, CEO of Burton. “We’re making strategic moves to grow our brand and three key categories: snowboarding hardgoods, performance outerwear and Anon winter protection. Jen & Debbie are the right leaders to help guide us in Burton’s next era of balancing profit and purpose.”
Starting as Burton’s first Chief Merchandising Officer in January of 2025, Jennifer Valentine is an accomplished business leader with over 18 years of experience at adidas, where she held various roles in finance, strategy, sales, and merchandising. During her nearly two decades at adidas, Jen led teams across multiple sports, including soccer, training, and running and in all product categories in footwear, apparel and hardgoods. Most recently, Jen led the global merchandising and go-to-market strategies for adidas' soccer business. Prior to this, Jen led the soccer business for adidas North America where she developed and executed a transformative strategy to enhance the brand's leadership in the sport and drive business growth across the region. In this role, she led a cross-functional team responsible for brand marketing, merchandising and sports marketing.
When asked what drew her to Burton, Jen said, “I’ve had a deep affinity for the Burton brand and its products ever since I started snowboarding in the ‘90s. 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 is a life-long New Yorker who was drawn to Burton and Vermont by the brand’s nearly 50-year legacy pioneering the lifestyle of snowboarding. Officially joining Burton as its Chief Marketing Officer in October of 2024, Debbie oversees the teams in brand, marketing, and creative, focusing on aligning the brand’s snowboarding legacy with a forward-thinking, go-to-market approach that speaks to a diverse, global audience. She is dedicated to cultivating a culture that champions innovation, teamwork, and a shared passion for creating impact. Prior to joining Burton, Debbie held senior leadership roles at 4moms, Caastle, Skip Hop and Elizabeth Arden where she developed strategies that boosted brand visibility and fostered authentic connections with customers through a change-management lens. Known for her collaborative, hands-on approach, Debbie is committed to building inclusive, high-performing teams that fuel creativity and growth.
“Burton is the kind of brand every marketer dreams of – an epic story, passionate community and a spirit of innovation and progression,” said Debbie Lee, Chief Marketing Officer for Burton. “I’m excited to work with this incredible team to drive our growth and inspire the next generation.”
Donna Carpenter, the Owner and Chair of Burton welcomes Jen & Debbie to the Burton family and says, “I look forward to collaborating with Jen, Debbie and the entire Burton team on our long-term strategy, which places our business results and our purpose work on equal footing,” said Donna Carpenter, Owner & Chair of Burton. “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.”
About Burton
In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn and dedicated the rest of his life to snowboarding. Since its founding, Burton has played a pivotal role in growing snowboarding from a backyard hobby to a world-class sport by creating groundbreaking products, supporting a team of top snowboarders, and pushing resorts to allow snowboarding. Today, Burton designs and manufactures industry-leading products for snowboarding and the outdoors. As a sustainability leader within the outdoor and winter sports industries, Burton is the world’s first snowboard company to become a certified B Corporation®. Privately held and owned by Donna Carpenter, Burton’s headquarters are in Burlington, Vermont with offices in Austria, Japan, Australia, Canada and China. For more information on Burton, head to www.burton.com.
Source: BURLINGTON, (VT) January 8, 2025 – www.burton.com
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