Mountain Hardwear, a leader in durable performance equipment and apparel for outdoor enthusiasts, climbers, mountaineers, and athletes, has promoted Matt Burbach to Vice President of Marketing.
Matt Burbach, VP of Marketing, Mountain Hardwear Photo Credit: Ryan Calacsan
Having served as Mountain Hardwear’s global marketing director for the past two years, Burbach has been pivotal in building its long-term brand strategy, including a new brand look and feel. His culture-focused leadership approach has instilled an inclusive and forward-thinking mindset among the brand’s high-performing team. President of Mountain Hardwear, Troy Sicotte, agrees that Burbach’s approach is just what the brand needs:
“Matt has worked tirelessly to complete the formation of, and lead our marketing team,” said Sicotte. “He has done an amazing job in continuing the ‘stand-up’ of our enhanced marketing engine whilst helping introduce our brand to new consumers. As we near our brand’s 30th birthday, I’m looking forward to experiencing Matt’s leadership as his team brings Mountain Hardwear to life in ways the market has never seen before.”
In addition to driving brand awareness, consumer engagement and product conversion strategies, Burbach co-founded Open Aperture alongside Mountain Hardwear athlete Nikki Smith. Open Aperture is a scholarship based, all-expenses-paid photo clinic designed to foster more diverse representation in the outdoor community. The program is entering its fourth year.
“I’m humbled by this leadership opportunity with such a great brand. In the late 1990s, I scraped together just enough money to buy my first product from Mountain Hardwear: a Room with a View tent,” said Burbach. “The brand is still pushing innovation and durable design in the mountains, and for the last few years, we’ve redefined what being a modern, outdoor brand means for us. Much of the last year has been spent sharpening our mission, purpose and vision, and how we express that to our outdoor community. The team, and brand, has great things in store for 2023 and beyond.”
Burbach joined Mountain Hardwear in 2017 and has held various brand and creative roles within the marketing department. Prior to joining the company, Burbach held marketing leadership roles at Black Diamond and The North Face. His tenure in the outdoor industry includes book author, magazine founder, photographer, and athlete.
About Mountain Hardwear
Mountain Hardwear, Inc., founded in 1993 and based in Richmond, CA, is a wholly-owned subsidiary of Columbia Sportswear Company that distributes its products through specialty outdoor retailers in the United States and 34 countries worldwide. We build essential equipment for climbers, mountaineers, and outdoor athletes and have supported expeditions on the world’s highest peaks. This level of technical precision continues to inspire everything we do. Our designers challenge every stitch and detail to continuously improve both function and comfort. www.mountainhardwear.com
