Burton Snowboards today announced a new structure for its North American in-house sales team. Effective immediately, Sasha Dietschi-Cooper will assume the role of VP of North American Sales for Burton, RED and anon, reporting directly to John Lacy, EVP of Product & North American Sales. Within this new structure, Burton's Resort Sales programs will also now report directly to John Lacy, and will continue to be managed by Global Resort Director Jeff Boliba.
"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. I couldn't be more stoked on our new Sales structure, and I have full confidence that our Sales crew will continue to make supporting local shops their number one mission."
Sasha Dietschi-Cooper has been a veteran of the industry and Burton for many years in his roles as Senior Director of Sales in North America and Burton's managing sales representative for the Pacific Northwest. In his newly expanded role, Sasha will utilize his strong connection to the snowboard market, his in-depth understanding of product and his experience with the industry's distribution channels to help increase Burton's support of local shops.
"I'm really excited about this new chapter in Burton North American Sales," said John Lacy, EVP of Product & North American Sales. "Ever since Jake took the CEO reins again, there is much more synergy between Burton's internal Sales crew and our local shop partners. 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."