Making history for the second time in her coaching career, Jessica Campbell has been named an assistant coach for the Seattle Kraken.
Campbell, 32, previously served as an assistant coach for the Coachella Valley Firebirds as the first woman behind an AHL bench in the minor league’s history. With this hire, she becomes the first woman behind an NHL bench in history.
“Though I’m honored to be a first, I don’t want to be the ‘only,’ and I honestly don’t feel like I’m the only one in this organization,” Campbell said during a press conference Wednesday afternoon. “That’s also a very special feeling, to be part of the Seattle Kraken organization and this staff and also to stand by all the other remarkable women in this league.”
Bob Woods, 56, formerly of the Minnesota Wild’s coaching staff, has been hired alongside Campbell, filling the last two vacancies behind the bench after the departure of Jay Leach and Paul McFarland.
Woods will run the power play and work with defensemen, Dave Lowry will run the penalty kill and work with forwards, and Jessica Campbell will assist Woods with the power play and work with forwards, similar to her duties with the Firebirds.
Goaltending coach Steve Briere, video coach Tim Ohashi, and video assistant Brady Morgan will continue in their previous roles with the team, along with Lowry, the only remaining coach from Dave Hakstol’s staff.
General manager Ron Francis told reporters he received “rave reviews” about Woods from Dean Evason, a good friend of Francis’, during his time in Minnesota. Tom Rowe, a former teammate and colleague of Francis’, recommended Campbell to the organization while working alongside her for Team Germany at the 2022 IIHF World Championships. Campbell was hired by the Firebirds in July that year.
“I think the staff complements each other and I think Dan’s done a good job of putting it all together,” Francis said. “We’re excited to see what it holds for the Kraken.”
Both assistant coaches have spent time working underneath Bylsma, part of the motivation for their hiring– Campbell for Coachella Valley, and Woods for the Buffalo Sabres.
“It’s super important that [assistant coaches] know me and know what my expectations are and know what I’m asking of the team and believe in it,” Byslma said. “Bob and Jess know how I’m going to be and I think they believe in it. And they’re instrumental in giving the same message to the team, it’s not just me.”
Woods and Campbell both praised Bylsma for his openness to input as a head coach, noting assistant coaches have a more prominent voice on his staff. The philosophy they’ll share in Seattle is one focused on maximizing player potential, prioritizing fundamental skills, and fostering compassionate relationships with players, all within a culture championing continuous improvement.
“I don’t like the mindset that [the NHL] isn’t a development league,” Bylsma said. “I think all the players should be working to get better continually and keep developing, whether you’re the best player on the team or whether you’re Tye Kartye working your way to be your best.”
“I don’t think you have to have the superstars [to succeed],” Woods said. “It definitely helps create [more of a] threat but I think if you have five guys out there on the same page with a mission and a plan, I think you can create a lot of good opportunities.”
“I’m just excited to start to get to know everyone’s story and each player uniquely, unpack where they’re at in their career, and how we as a staff, how I personally, can help them raise their game,” Campbell said. “I’m a big believer in communication and showing compassion for the players especially when it gets hard.”
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