Burton has announced Sarah Crockett as the company’s new chief marketing officer. Formerly the VP of integrated marketing and community engagement at REI, Crockett will now oversee all facets of Burton global marketing for the snowboard 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, CEO. “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.”

At Burton, Crockett will oversee the teams and strategies that make up the global marketing department–from consumer engagement, marketing creative and public relations to events, athlete management and marketing partnerships. Prior to her new role at Burton, Crockett was the VP of integrated marketing and community engagement at REI where she led groundbreaking campaigns like REI’s Force of Nature and #OptOutside. Before REI, Crockett was the VP of global consumer marketing at Vans, where she held marketing leadership positions for 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,” said 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.”

“I’m thrilled to be joining such a passionate community at Burton,” Crockett said. “There’s a vibrancy here at Burton that Jake and Donna have built, and you can feel it the second you walk in the door. 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. It’s a true pleasure to be able to join a team that is poised to drive this iconic brand into the next era, and I’m simply overjoyed to be a part of this next chapter.”