Burton Taps Talented Veterans for Key Marketing and Creative Positions


Burton has bolstered its already stellar pool of marketing and creative talent by bringing a pair of seasoned veterans to the Burlington, Vermont-based brand.

The OG snowboard company officially named Kelly Murnaghan as senior vice president of global marketing and Adrian Josef Margelist as executive creative director. Both Murnaghan and Margelist report to Burton CEO John Lacy and have officially started in their respective roles.

Murnaghan joined Burton in late September and oversees all divisions of Burton global marketing. In this role, she leads marketing strategy and positioning globally, “driving Burton’s transformation toward becoming a consumer-centric, digital-first retailer of the future,” the company said.

She’s also charged with “growing participation in the sport, building on Burton’s commitment to foster a more diverse and inclusive community, and amplifying the brand and product assortment.”

Kelly Murnaghan

Murnaghan, right, is a veteran marketing professional with both advertising agency experience and over a decade of executive-level roles leading in-house marketing teams. She has direct brand experience with Converse Inc., where she led marketing for the Chuck Taylor brand in North America, and Vans, where was the vice president of marketing for North America and led a team of 50 to Vans’ most successful year to date. Most recently, she was chief marketing officer at Lagunitas Brewing Co., where she oversaw marketing, strategy, product innovation and retail teams.

“I’m beyond thrilled to join the Burton family,” Murnaghan said. “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, the brand’s new executive creative director, will be based in his hometown of Zurich, Switzerland. He will have a dual role at Burton — lead the brand’s overall creative direction and provide creative direction to Burton’s joint venture in China.

Adrian Josef Margelist

Margelis, left, has more than 20 years of experience in the creative field in international fashion, lifestyle and consumer goods. He 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 — from the visual experience to the product assortment. In addition to Mammut, Adrian has led the creative and design efforts for international brands that include ESPRIT, MCM and Liebeskind, among others. 

“I’ve been a fan of Burton since 1987 when I started snowboarding in the Swiss Alps,” Margelist said. “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.”

Burton CEO Lacy added this: “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.”

Photo courtesy Burton

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Longtime business writer Eric Smith is the founder of Snowsports Business Report. Reach him at eric@snowsportsbiz.com or 901-573-9156.