Bryan Johnston assumes the role of vice president of marketing at Burton Snowboards. Formerly the vice president of North American brand management within the Adidas-Salomon organization, Bryan begins his career at Burton with 20 years of experience in the sporting goods and winter sports industries.
Bryan is now the image-keeper of the world’s leading snowboard brand. In his new role, Bryan is responsible for ensuring that the brand remains true to its roots while evolving and rising to new opportunities. As vice president, Bryan oversees every group in Burton marketing, including team management, brand marketing (advertising, catalogs, websites and product packaging), public relations and events management. Bryan also manages relationships with Burton’s creative agencies and outlets as well as its professional snowboarders. Additionally, he directs all marketing initiatives on a global level, resulting in a unified Burton voice and image around the world.
Previously, Bryan headed up the North American brand management and marketing group at Salomon’s subsidiary in Portland, Oregon. There, he coordinated the messaging and vision for all facets of brand image, including marketing, Internet strategy, communications, sports marketing, corporate promotions and public relations. He also integrated marketing programs for four divisions of the company, managed the North American athlete team and led the worldwide advertising program.
Prior to his role as vice president, Bryan held several other positions at Salomon, including U.S. sales manager and general manager of Salomon Snowboard and Bonfire Apparel divisions. As a general manager, Bryan developed North American product and launched Salomon Snowboards in 1996. He also managed athlete contract negotiations and developed a North American marketing strategy.
One of the most impressive aspects of Bryan’s background is his wide-range of experience in sales, retail, product development and marketing within the action sports industry. This multi-faceted experience will enable him to leverage all of Burton’s assets.
“Bryan brings tremendous assets to our marketing department and will enhance the group with his fresh perspective, wide breadth of experience and new approach to Burton marketing,” says Laurent Potdevin, president of Burton Snowboards. “His leadership will help us further strengthen the Burton brand in new and core markets, promote our industry-leading products, show the seamless relationship between pro riders and product development and build the careers of our world-class team of snowboarders.”
