Industry veteran Brad Criner has joined SIG SAUER as Senior Director, Brand Management and Business Development of ammunition. In this position Criner will be responsible for the management and development of marketing and sales initiatives for SIG SAUER Ammunition.

Brad Criner

“SIG SAUER is considered a top innovator across all of its divisions, and is well-respected within the industry," Criner said. "I am excited for the opportunity to join SIG SAUER Ammunition and grow this division through innovative product development, combined with hard working American manufacturing.

“SIG SAUER offers it all, from firearms, to optics, to suppressors and ammunition – they are a complete systems provider. Ammunition is a key component of this system and I will ensure that we are integrated, and operating at our best each and every day.”

Criner comes to SIG SAUER from a distinguished career at Winchester Ammunition where he served in many roles, including Manager of Sales for Dealer Channels, Manager of Product Management and Services and Senior Product Manager. He has a proven track record in new product introductions, managing product lifecycles, and analyzing and utilizing consumer research to achieve growth and industry success.

“Brad’s extensive ammunition experience will be integral to the advancement and continued success of SIG SAUER’s ammunition business,"added Daryl G. Hanna, Executive Vice President and Chief Strategy Officer, SIG SAUER, Inc. "He will establish and implement our next level plans to manage the strategic growth of SIG SAUER Ammunition, and help to direct the development of our current and future product offerings."

SIG SAUER Ammunition is designed, manufactured, and operates from, a newly opened, state-of-the-art facility in Jacksonville, Arkansas. In his new role Criner will report to Daryl G. Hanna, Executive Vice President and Chief Strategy Officer, SIG SAUER, Inc.