Burton Snowboards has announced plans to expand brand presence in Canada by hiring Sebastien Paradis, who officially starts today as the company’s first General Manager for Burton Canada. Paradis is based in Montreal, Canada and will report directly to John Lacy, Burton’s Europe Vise President of Product and North American Sales. In his new position Paradis will collaborate with Burton Headquarters and its Canadian Director of Sales, Pierre Ricard, to evolve the strategic direction for sales and marketing in Canada.

“Canada is so important for Burton and snowboarding in general, so it’s exciting to step up our investments there in sales, marketing and retail support,” said Lacy.

Sebastien Paradis has over 12 years of working experience in the action sports industry. He spent the last seven years at Red Bull, most recently as the Business Director of Eastern Canada. Prior to that, he was the Director of Athlete Marketing for Red Bull North America and was responsible for the overall development, strategy and execution of the brand’s athlete program. Before that term, Paradis was the Director of Sports Marketing at Oakley Canada where he implemented national sports marketing programs.

“After spending the last 12 years gaining experience with leading-edge brands across the North American market, I am thrilled to join the team at Burton Snowboards, an organization with a rich heritage of innovations across a year-round lifestyle that I am so passionate about,” said Sebastien Paradis.