Brand Creative Director

At Burton, we are a purpose-led brand rooted in snowboarding and the outdoors. We fight for the future of our people, planet, and sport. We aim to maximize our positive social impact and minimize our negative environmental impact while delivering high-quality performance products.

As a global leader in snowboarding, we’re committed to diversity, equity, and inclusion for the long-term health of our company, sport, and community. Through these efforts, we aim to make snowboarding and the outdoors accessible to all.


Role Overview
Reporting to the Chief Marketing Officer, the Brand Creative Director drives brand meaning and guides narrative architecture and storytelling systems for Burton and Anon.

Partnering closely with the CMO, this role defines what stories we tell, why they matter and how they build over time - across brand, category, sport, retail, digital and commerce.

More than a traditional creative director, this leader shapes Creative Strategy & Story as a discipline. They ensure storytelling is intentional, cumulative and culturally resonant - rather than episodic or campaign-by-campaign. They operate upstream of execution, partnering closely with Product Creative, Brand + Sports Marketing, Category Marketing, Integrated Marketing, Creative Studio and Creative Operations to ensure clarity, consistency and impact at scale.

This is a senior leadership role with influence and authority, leading through vision, narrative clarity, cultural intelligence and decisive creative judgment - not hierarchy. This role is ideal for a low-ego, high-taste creative leader who thrives at the intersection of sport, culture, community, product innovation and commerce - and who is energized by shaping a globally beloved brand’s next chapter through story.


Creative Strategy & Story Mandate
This role leads development of Creative Strategy & Story for marketing.

The Brand Creative Director:
• Defines the narrative architecture for Burton and Anon
• Decides what constitutes a campaign vs. a supporting story vs. editorial
• Establishes seasonal storytelling arcs and long-term story pillars
• Ensures brand, category and commercial storytelling ladder together
• Protects meaning as creative scales globally across channels and regions

Key Responsibilities
1. Brand Narrative & Creative Strategy Leadership
• Lead and evolve Burton and Anon’s brand narrative architecture, including long-term story pillars, seasonal arcs and campaign hierarchy
• Define what the brand is saying each season and why it matters now
• Ensure storytelling builds over time, reinforcing brand meaning rather than resetting each cycle
• In partnership with CMO, serve as final authority on marketing creative strategy, storytelling and expression

2. Creative Identity, Frameworks & Stewardship
• Build flexible, scalable creative and storytelling frameworks that enable global consistency with room for local expression
• Define and maintain storytelling hierarchy (hero narratives, supporting stories, editorial layers)
• Ensure all marketing expression honors product creative intent while elevating brand storytelling

3. Cultural Intelligence & Story Application
• Serve as Burton’s senior cultural intelligence leader, deeply connected to Gen Z culture, emerging sport communities, style, creators, platforms and subcultures
• Translate cultural insights into clear storytelling implications - what stories to tell, what to stop telling, and how tone, casting, pacing and platforms should evolve
• Partner with Product Creative on cultural trends and emerging aesthetics as inputs into product design direction
• Balance youth relevance with multi-generational resonance, honoring legacy riders while attracting new ones

4. Cross-Functional Creative Leadership
• Serve as the upstream creative strategy partner to Brand/Sports and Category Marketing teams - shaping how stories are framed emotionally and narratively across brand, product and commerce
• Participate in seasonal Product Creative reviews to provide cultural insight and downstream storytelling perspective (input, not approval)
• Rally teams behind creative direction with clarity, confidence and collaboration

5. Brand × Product Moments & Co-Creation
• Partner with Product Creative Director to establish creative direction for major moments where brand and product are inseparable (collaborations, limited editions, anniversaries, special projects)
• Collaborate with the Product Creative Director to ensure these moments honor product vision while maximizing cultural and storytelling impact
• Represent brand creative in external partnerships alongside Product Creative leadership

6. Category, Retail & Com