After a three-year stint as Burton’s president, John Lacy has been promoted to a co-CEO role alongside Burton co-owner and current CEO Donna Carpenter.
The new structure is a natural evolution for Carpenter and Lacy, who have run Burton in partnership for the last three years – and it will also allow for a change of residence for the Carpenter’s next year.
"Jake and I have worked with John for over 20 years, and we trust him to take on more responsibility for running Burton day-to-day," said Carpenter. "In the three years John has been president, he's made a big impact on our business, brand and company culture. The timing for this new leadership structure is also ideal as Jake and I will live in Europe next year to focus on our European business, which I helped establish over 30 years ago. With John proving to be a strong leader of Burton overall, I can focus even more on the areas where I contribute the most value."
The change is just one of several the brand has undergone recently, with a shift in its creative work flow and several new faces joining the executive leadership team, including a new Chief Marketing Officer, Sarah Crockett, who stepped in last month to replace former longtime CMO Anne-Marie Dacyshyn after her departure earlier this year.
In the new co-CEO roles, Carpenter will continue her deep involvement in the women's market, customer insights and purpose-led marketing as well as initiatives surrounding Burton's impact on the sport, the industry and the planet. With Europe as her home base this winter, she will also spend time gathering insights about all of Burton's markets in the region.
Lacy will continue working with the executive team and oversee day-to-day operations of Burton, including product, marketing, operations, finance and international divisions.
Since taking on a leadership role with Burton, Lacy has positioned the company for financial success in a challenging retail landscape by increasing efforts around direct-to-consumer opportunities. Burton is coming off a successful year, with the company paying out 100% of its profit-sharing bonus and achieving its leanest inventory position in over a decade, according to a statement released by the brand.
"To share the CEO role with Donna is a huge honor," said Lacy. "As co-leader of the company that she and Jake founded, my number one goal is respecting the heritage, sport and brand they've built over the past 40-plus years while positioning Burton for success for the next 40 years and beyond."
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