Sebago announced that Chris Heffernan will fill the newly-created position of vice president for product development and marketing, effective immediately. Prior to joining Sebago, Heffernan was with Johnson Outdoors as the
director of watercraft marketing, responsible for the Necky Kayak,
Ocean Kayak, Old Town Canoe, Extrasport Life Vests, Carlisle Paddle
Gear, and Lendal Paddle brands.

In his new role, Heffernan will primarily be responsible for setting global brand and product strategy and aligning marketing and product development resources to drive more effective new product introductions.  The creation of this position represents Sebago’s commitment to continue to provide innovative and consumer-relevant products to its retailers.   Heffernan will lead both Sebago’s product and marketing teams.

“Chris brings exceptionally strong consumer marketing and product development expertise, along with substantial management experience, from both inside and outside the footwear industry,” said Rod Stafford, group vice president and general manager of Sebago.  “We know he will provide outstanding leadership to the Sebago business, further develop the long term equity of the brand, and rebuild Sebago’s reputation as an innovative supplier of footwear and apparel.” 

At his last job at Johnson Outdoors, he designed, developed, commercialized, and launched an extensive line of more than 200 new kayak and watercraft accessory products.  Prior to his time at Johnson Outdoors, Heffernan was the director of product development at Timberland PRO where he managed the design and development of PRO’s safety footwear and apparel lines in both North America and Europe. Heffernan has also held brand management positions at both Welch’s Inc. and Procter & Gamble.

Sebago is part of Wolverine World Wide, Inc.