Industry Update: Johnson Outdoors Hires New Brand Manager for Watercraft Team

Ryan Lilly brings extensive outdoors industry experience to management of Old Town®, Ocean Kayak™, Necky®, Carlisle™, and Extrasport® brands.

Old Town, ME (June 3, 2016) – Johnson Outdoors is proud to announce the end of an exhaustive search for the most qualified brand manager candidate for their Watercraft division.

"We interviewed dozens of extremely qualified candidates for this position, but found this Ryan Lilly to possess the best set of high-level marketing skills mixed with the passion and personality that drive our team to be the very best at what we do," says David Hadden, Brand Director – Watercraft, Johnson Outdoors.


Effectively June 13th, 2016, Topsham, Maine-based Ryan Lilly will assume responsibility for Old Town®, Ocean Kayak™, Necky®, Carlisle™, and Extrasport® brands.

Lilly's professional background includes extensive experience in brand management, strategic partnerships, sponsorships, events, retail marketing, creative strategy, graphic design, digital marketing, cross-promotional marketing, trade shows, and business development.

Most recently, the University of Maine graduate worked as marketing and brand manager for DeLorme (a Garmin brand), successfully positioning their inReach, Earthmate and Atlas lines across 13 outdoor, adventure and professional market segments.

His experience in the outdoors industry also includes five years in global marketing with K2 Snow, where he worked on brand initiatives and managed sponsorships, partnerships, trade shows, and media/promotional events.

Outside the office, Lilly is an active snowboarder, angler, hunter, and camping/paddling enthusiast, who enjoys sharing these activities with his wife and two young sons.

"Ryan Lilly's understanding and passion for the outdoor, fishing and watercraft category positions him as the perfect ambassador for the Old Town watercraft brand. We are excited to welcome him to our marketing team Johnson Outdoors team!" says David Hadden, Brand Director – Watercraft, Johnson Outdoors.

Lilly says he feels fortunate for the opportunity to work with a company with deep American roots and continued commitment to leading-edge product development.

“I’m very excited to join such a legendary company with such an authentic brand history. Growing up as an avid outdoorsman in Maine, I’ve spent a significant amount of my life hunting, fishing and recreating in an Old Town canoe. As crowded as the paddle industry is today, Old Town stands apart as providing a truly functional, high-quality product, made by talented craftspeople right here in Old Town, Maine, USA. Not only does the brand signify strong American heritage, but innovation in the form of products like the Old Town Predator XL Minn Kota. That's a great place to be. I’m just proud to be apart of it. ”

JOHNSON OUTDOORS is a leading global outdoor recreation company that turns ideas into adventure with innovative, top-quality products. The company designs, manufactures and markets a portfolio of award-winning, consumer-preferred brands across four categories: Watercraft, Marine Electronics, Diving and Outdoor Gear. Johnson Outdoors' familiar brands include, among others: Old Town® Canoes and Kayaks; Ocean Kayak™ and Necky® Kayaks; Carlisle® Paddles; Extrasport® Personal Flotation Devices; Minn Kota® Motors; Cannon® Downriggers; Humminbird® Marine Electronics; LakeMaster® Electronic Charts; SCUBAPRO® and SUBGEAR® Dive Equipment; Silva® Compasses; Jetboil® Outdoor Cooking Systems; and Eureka!® Camping and Hiking Equipment. Visit Johnson Outdoors at