The Breakdown:

The Digital Marketing Strategist for the Anon brand is responsible for the growth of digital marketing channels, driving traffic, and increasing revenue for the Anon standalone Shopify website and related marketing channels. This is essentially a startup business within our company, making this a fast-moving, high-impact role that will need to be comfortable with ambiguity and embrace a “build it while we run it” attitude. Under the guidance of the Digital Marketing Senior Director, this role owns key performance goals, including but not limited to; traffic and demand generation, as well as budget management, and strategies aligned with the department roadmap, marketing goals, and annual GTM plan.

In addition to growth and performance, this role focuses on agency management, cross-functional alignment, planning, and storytelling that support our Digital and Anon objectives while ensuring financial targets are met.

Reporting to the Digital Marketing Senior Director, this position collaborates with digital agencies, brand marketing, digital, retail, wholesale, and finance.

What You Get to Do:

• Develop and execute the digital marketing strategies for Anon to drive traffic, demand, and revenue growth for the Anon Shopify business. This will be done in collaboration with your leadership team and the Anon category team.
• Own and manage key performance goals, budget allocation, and marketing initiatives in alignment with the Anon roadmap and GTM plan.
• Oversee project management, goal setting, performance tracking, and continuous optimization of digital marketing efforts.
• Drive and manage an outsourced team of agency(ies) who act as the supporting resources for this role to implement strategy.
• Ensure innovation in digital marketing by leveraging data insights, emerging trends, and best practices to optimize the entire funnel, consumer engagement, and ultimately drive conversion.
• Be on the leading edge of transforming the company into a full-funnel, consumer-centric retailer, piloting new marketing technology within the business.
• Collaborate closely with a “partner in crime” who will be your direct counterpart in the e-commerce team, leading the web merchandising and Shopify platform management.

What You'll Bring to The Team:

• Proven experience (5-7 years) in digital marketing, either at an agency, consultancy, or within a fast-growing direct-to-consumer brand or startup.
• Bachelor’s degree in finance, marketing, or communications required, master's degree preferred.
• A strategic mindset with hands-on execution skills—you’re not just a leader, you’re ready to roll up your sleeves and make things happen.
• Strong organizational skills and project management skills.
• An entrepreneurial approach to managing budgets, optimizing performance, and driving growth.
• Strong individual contributor / team player, who adapts easily to change and solves problems creatively across a variety of silos while advocating for their needs.
• Adept budget manager with the ability to maximize performance through a full-funnel marketing approach.
• Full competence to determine the right data points and analyze data and trends, constantly utilizing data for decision-making and continuously optimizing.
• A problem-solving mentality, able to break down silos, adapt to change, and champion your brand’s needs.
• An obsession with marketing innovation and technology, always staying ahead of the innovation curve to push boundaries.
• Clear, compelling communication skills—you’re comfortable working cross-functionally and rallying teams around big ideas from high level stakeholders to cross-functional partners.
• A connection to the industry—familiarity with skiing, snowboarding, and winter sports is a big plus!

Core Capabilities That Would Help You Succeed in This Role:

• Smart budget allocation—you know how to stretch marketing dollars for maximum ROI.
• Data-driven decision-making with strong analytical skills to assess campaign performance, optimize spending, and drive new customer acquisition alongside revenue growth.
• Expertise in defining KPIs, accurately measuring, and achieving performance marketing objectives.
• A broad understanding of all aspects of digital marketing, especially how they come together to drive full-funnel marketing, and preferably with deeper expertise in at least one key area of competence below:
  • SEM, SEO & Performance Marketing (paid search, display, and programmatic advertising).
  • Paid Media
  • Influencer Marketing
  • Affiliate Marketing
  • Lifecycle, Loyalty & Retention Marketing
• Cross-functional collaboration—you work seamlessly with internal teams (e.g., Category Merch, Finance, Brand Marketing) and external partners (e.g., agencies, influencers, and affiliates).
• A growth hacking mindset—you thrive on scrappy, creative strategies that drive rapid customer acquisition and retention.
• Proficiency with digital tools—Google Ads, Meta Ads, CRM platforms, and emerging MarTech solutions are all in your toolkit.
• Ability to work closely with internal teams (e.g., Sales, Finance, Brand Marketing) and external partners (e.g., agencies, influencers, and affiliates).
• Clear and persuasive communication to align marketing initiatives with priorities and manage stakeholders.
• A growth hacking and experimental mindset including a strong drive to test, learn, and scale new strategies for customer acquisition and retention.

How Your Success Will Be Measured:

Success will be measured through traffic growth, demand generation, revenue contribution, and return on ad spend (ROAS) across SEM, paid media, affiliate marketing, CRM, and other programs as well as growth of organic traffic and SEO. Effective budget allocation and optimization will be key, alongside strong engagement, acquisition, and retention metrics.

Beyond performance metrics, success depends on collaboration. This includes managing agencies, and aligning with brand marketing, e-commerce, and finance while advocating for Anon needs. Regular performance reviews and stakeholder feedback will gauge effectiveness.

Lastly, success will be reflected in the role’s impact on digital transformation. Driving MarTech innovation, data-driven growth strategies, and a full-funnel marketing approach will position the company as a digital-first, consumer-centric retailer.

Travel:

• The position may require minimal travel.
• The position requires some overnight travel.

Work/Physical Environment:

Working Conditions

• This position is in a typical stationary office setting. Over 80% of the day will be spent sitting in 1 location.

Location

• This role is in one of our regional offices.

Commitments

• This is a full-time salaried role.

More Info to Seal the Deal:

Burton’s benefits package includes health insurance (medical, dental and vision), life insurance (company paid), flex spending, short- and long-term disability insurance (company paid), great parental benefits, 401k plan with company match, and paid time-off. Other perks include a discounted season pass, free lessons, product discounts, free demo equipment, ride days, casual work environment, and many more…