Project:
BURTON FUTURETRUST
Own the end-to-end e-commerce product launch and digital campaign execution for Burton Snowboards' 2024 FutureTrust seasonal outerwear collection, a gender-agnostic line representing a deliberate shift in how the brand thinks about the future of outerwear design and inclusivity.
Scope:
I owned the digital experience from pre-production through go-live, serving as the connective tissue between the product load team, marketing, creative, and development across product page readiness, campaign content, site architecture, UX optimization, and cross-channel alignment.
My Role:
Futuretrust was not a typical seasonal launch. The gender-agnostic positioning introduced a UX challenge most outerwear product pages were not built to handle. How do you help a customer who has always shopped by gender understand how a garment fits them? Before execution began I built a Figma wireframe to map the full campaign experience and align stakeholders on the plan, giving leadership, marketing, and development a shared visual reference before any build work started.
Strategy & Approach
I worked with the product load team to ensure every PDP was accurate, functional, and live-ready in staging. To reduce friction for customers unfamiliar with gender-agnostic sizing, I added targeted copy beyond the standard size chart to explicitly call out the inclusive fit and reduce return rates. I built the Futuretrust collection page from scratch, curating the assortment, selecting face-out imagery, configuring filters, and applying SEO best practices. I built hero banners for both the collection page and homepage, added the collection to site navigation, and cross-merchandised products across relevant outerwear categories. I also aligned with marketing to ensure imagery and colorways across email, paid social, and organic social matched what was live on site with available inventory.
Execution
Futuretrust launched within anticipated sell-through targets with strong customer engagement, and the line's performance supported the brand's decision to carry it forward into subsequent seasons, a meaningful signal for a first-year gender-agnostic launch in a category that has historically been rigidly binary.
