Felix Assouline Cigars has a new director of sales and marketing, and it’s Heather Callahan.

Callahan comes to the position with more than two decades of professional experience in sales and marketing, as well as in finance. She has previously worked for Gran Habano and Drew Estate; at the former she worked as a sales representative before rising to the position of national sales director.

She will be in charge of growing and enhancing the company’s brand recognition, planning and attending events, as well as overseeing the company’s sales force.

“I was very humbled when Felix invited me to be a key component in the growth of his company and I’m excited to help continue and grow the legacy,” Callahan said in a press release.

Callahan will be based in St. Petersburg, Fla.

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Patrick Lagreid

I strive to capture the essence of a cigar and the people behind them in my work – every cigar you light up is the culmination of the work of countless people and often represents generations of struggle and stories. For me, it’s about so much more than the cigar – it’s about the story behind it, the experience of enjoying the work of artisans and the way that a good cigar can bring people together. In addition to my work with halfwheel, I’m the public address announcer for the Colorado Rockies and Arizona Diamondbacks during spring training, as well as for the Salt River Rafters of the Arizona Fall League, the WNBA's Phoenix Mercury and previously the Arizona Rattlers of the Indoor Football League. I also work in a number of roles for Major League Baseball, plus I'm a voice over artist. Prior to joining halfwheel, I covered the Phoenix and national cigar scene for Examiner.com, and was an editor for Cigar Snob magazine.