Burton Snowboards named Sasha Dietschi-Cooper as VP of North American sales for its Burton, RED and anon brands and said he would report directly to John Lacy, EVP of product & North American sales. The company said Global Resort Director Jeff Boliba will also now report directly to Lacey.


“We are more focused on our wholesale accounts and our resort partners than we have been in a long time, and our new structure will keep things moving in that direction,” said Jake Burton, founder and CEO of Burton Snowboards. “As a company, one of our biggest priorities is to aggressively boost our support for local shops. We've already accomplished a lot through tweaking some of our sales programs and by investing in targeted marketing programs and creating more segmented product lines – all aimed at helping specialty retailers thrive.”


Sasha Dietschi-Cooper has worked for Burton for many years in his roles as senior director of sales in North America and managing sales representative for the Pacific Northwest. In his newly expanded role, he will help increase Burton's support of local shops.


“Ever since Jake took the CEO reins again, there is much more synergy between Burton's internal sales crew and our local shop partners,” said Lacy. “This new sales structure makes the connection even stronger, and I look forward to another great year of growing our relationships with shops and resorts.”