Responsibilities

• 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
• 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
• 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

Requirements

• 10–15+ years in senior creative leadership roles
• Proven ability to lead through influence and partnership
• Demonstrated success shaping brand narratives across seasons, not just campaigns
• Deep experience with modern heritage, sport, lifestyle or performance brands
• Strong narrative sensibility across film, photography, motion and systems
• Ability to translate culture into strategy—not just aesthetics
• Experience working across hardgoods, softgoods, accessories, and/or technical products
• Strong understanding of retail, wholesale, DTC, and omni-channel storytelling
• Comfort using AI and modern creative tools for exploration and system-building
• Experience modernizing brand systems without losing soul

Preferred

• Low ego, high taste, solid risk, big heart