PWHL announces leadership promotions for Jayna Hefford, Amy Scheer
The Professional Women’s Hockey League has revealed a few promotions within its executive leadership.
On Tuesday, the league announced that Jayna Hefford has been promoted to executive vice president of hockey operations, while Amy Scheer is now the executive vice president of business operations.
Jenn Flynn has also been named the new senior vice president of business affairs and general counsel, taking part of the role that Scheer held previously.
The PWHL is still without a commissioner.
“Under Jayna’s leadership, the on-ice product and rule innovations have set a new benchmark for women’s professional hockey,” PWHL Advisory Board Member Royce Cohen said in release. “Amy’s strong leadership and industry expertise have enhanced fan engagement and access globally. Jen’s legal expertise and strategic guidance in navigating the complexities of building a new league have been absolutely critical. These elevated roles will position Jayna, Amy, and Jen to make even greater contributions for the league.”
Hefford is one of the widely-known names in women’s hockey. Before becoming an executive, she was a four-time Olympic gold medalist and a seven-time world champion before being inducted into the Hockey Hall of Fame.
With the PWHL, Hefford has been one of the key members in shaping the PWHL’s playing style and competitiveness. The former commissioner of the Canadian Women’s Hockey League has been credited with the creation of the Jailbreak Goal and No Escape Rule, two guidelines that have helped set the PWHL apart from other professional leagues.
Along with Hefford, Scheer has been one of the main spokespeople since joining the league in November of last year. She’s been in charge of developing the league’s business operations and was a big part in the launch of the team’s six identities this past year. Scheer was also named to the Sports Business Journal’s Game Changers: Women in Sports Business last year.
Prior to joining the PWHL, Scheer held roles with the NFL, WNBA, MLS and NBA.
Scheer and Hefford will still report directly to the PWHL Advisory Board.
Flynn was promoted from her role as vice president and general counsel. She will now be part of operating the league’s finance and human resources departments, along with overseeing the legal department.