As winter gear such as skis and snowboards flew off retailers’ shelves during the pandemic, savvy hardgoods brands sought ways to tap into the surge of demand by boosting their business capabilities and C-suite talent.
Burton, for example, decided to create the role of chief business officer to oversee the operations of its regional organizations and create a better customer experience for both newcomers to the sport and longtime brand loyalists. Thankfully for the Burlington, Vt.-based company, it already had the perfect candidate for this role in its ranks.
The legacy snowboard brand on Monday announced the promotion of Elysa Walk, who spent the past few years as senior vice president of Americas and international, to this newly created position. She will help Burton navigate the changing snow sports landscape by managing such business priorities as direct-to-consumer and wholesale channels, regional marketing, finance, and operations.
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“After six years of successfully leading various elements of Burton’s regions, Elysa has truly earned her new position as Burton’s first chief business officer,” said John Lacy, Burton CEO. “With interest in outdoor activities at an all-time high and anticipated pent-up demand for resort travel next winter season, Elysa has the vision and drive to lead our regional teams to make the most out of the exciting opportunities on the horizon for Burton.”
Walk will work closely with the brand’s regional teams in the Americas, Europe, Japan, and Australia to “further develop each region’s capabilities around digital and retailing,” the company said.
“I am honored to receive the promotion to Burton’s chief business officer,” Walk said. “I am most excited about helping Burton becoming closer to our consumer around the world and strengthening our regional organizations, specifically in digital and retailing.”
Customer experience will be a key focus for Walk, who will manage how Burton engages with its customer base both online, in stores, and through wholesale partners. Her job is to “ensure customers have the right information, the right product, and a great experience when they shop for Burton in person,” the company added. “With a strong focus on customer insights and Burton’s ongoing digital transformation, Elysa and the regional teams will help drive the growth of the brand and a vibrant snowboard community.”