Burton welcomed new SVP of Global Marketing, Kelly Murnaghan, and new Executive Creative Director, Adrian Josef Margelist. Both Murnaghan and Adrian report to Burton CEO John Lacy and have officially started in their respective roles.
On the marketing front, Murnaghan joined Burton in late September and oversees all divisions of Burton Global Marketing. In this role, Murnaghan leads marketing strategy and positioning globally, driving Burton’s transformation towards becoming a consumer-centric, digital-first retailer.
Murnaghan is a seasoned marketing professional with advertising agency experience and over a decade of executive-level roles leading in-house marketing teams — including working with Ogilvy & Mather in New York City, Fallon in Minneapolis and Mullen in Boston. From there, she joined Converse Inc. for seven years where she held various director-level positions. Murnaghan went on to Vans where she was VP of Marketing for North America. In 2019, Murnaghan was tapped to become the CMO at Lagunitas where she oversaw marketing, strategy, product innovation and retail teams.
“I’m beyond thrilled to join the Burton family,” said Murnaghan. “It feels like 20 years of preparation has culminated in this moment, and I couldn’t be prouder or more honored to help drive the next chapter for this remarkable brand.”
Margelist will be based in his hometown of Zurich, Switzerland, and plays a dual role. Leading Burton’s overall creative direction will be half of his focus, and the other half will be to provide creative direction to Burton’s joint venture in China.
Josef Margelist has over 20 years of experience in the creative field in international fashion, lifestyle and consumer goods. Over the past two decades, he made his way from an intern, junior to senior designer, head of design, art director, creative director to Chief Creative Officer, which is a title he’s held for 10 years.
Josef Margelist was most recently the Chief Creative Officer at Mammut where he led both the marketing and product divisions while also overseeing the re-design of Mammut stores. In addition to Mammut, Josef Margelist has led the creative and design efforts for international brands that include ESPRIT, MCM and Liebeskind to name a few.
“I’ve been a fan of Burton since 1987 when I started snowboarding in the Swiss Alps,” said Josef Margelist. “Back then, if someone told me that I would one day have the honor to work with the teams at Burton, I would have never believed it. Today, I feel humbled, honored and stoked to have this opportunity. My sincere hope is that my decades of experience within the outdoor, lifestyle and fashion industries combined with the ample time I’ve spent working and living in Asia will help guide and support the teams during this next era of Burton.”
John Lacy, CEO of Burton is also excited to have fresh energy and perspectives on the Senior Team and adds, “With Kelly and Adrian now on board, we can continue to evolve towards a unified vision for how our brand shows up creatively in our product, stores and with our customers. We’re confident they will help lead Burton to a new era of creativity and best-in-class marketing that our brand has always been respected for.”
