Anon, a maker of ski and snowboard helmets, goggles and sunglasses owned by Burton, has named Mark Wakeling as general manager.

Burton Snowboards founded anon Optics in 2001. Recently, the company launched new technologies, including WaveCel and expanded into eyewear. In this new role, Wakeling will continue to support the brand’s growth and set the strategic direction as an autonomous brand operating with the support of Burton.

Wakeling brings over 20 years of experience in the outdoor and active lifestyle industry to his new role. He spent the past four years as the global business unit director for Anon and was with Burton for six years prior as U.S. sales director, Specialty and Resorts, for Burton. Wakeling will be the conduit between the brands, leveraging support from Burton.

“Almost four years ago, we made a conscious decision to ensure Anon was ‘managed as a brand’ versus ‘just another category’ within our company’s portfolio,” said Chris Cunningham, Burton’s chief product officer. “In that time, under the leadership of Mark, Anon has evolved from a few dedicated product members to a cohesive team of dedicated product, marketing, and creative leads. Seeing the power and performance, this trio has brought to the brand has been amazing. We do not doubt that Anon will continue to prosper and establish itself as its own business segment.”