Get access to everything we publish when you sign up for Outside+.
Richmond, Calif.-based outdoor brand Mountain Hardwear has promoted from within for its new director of marketing, naming four-year company veteran Matt Burbach to this key role.
Burbach, who will report to Mountain Hardwear President Joe Vernachio, will be responsible for “connecting all brand marketing efforts across direct-to-consumer e-commerce, wholesale, and distributor channels, both domestically and globally,” the brand said.
“Between his professional background and personal enthusiasm for this industry and climbing specifically, we are excited to have Matt at the helm of marketing,” Vernachio said. “Since he joined Mountain Hardwear four years ago, Matt has been an integral part of evolving the look, feel, and ethos of the brand, and stands to continue driving increased cohesion and creativity in our marketing department in his role as director.”
Burbach most recently served as the brand’s director of marketing content and creative. He led projects like the 2019 Mountain Hardwear Photo LGBTQIA+ and BIPOC photo workshop, produced the Autumn 2019 Mt. Everest Expedition, and helped craft a new athlete and ambassador program.
His Mountain Hardwear resume also includes a stint as a sports marketing manager. In this new role, the company is asking Burbach “to blend his personal passion for outdoor culture, communication, and storytelling to lead the brand’s short- and long-term strategies of building brand awareness, community engagement, and product conversion across its various channels and platforms.”
Mountain Hardwear is a subsidiary of Columbia Sportswear Co., which has owned the brand since 2003.