PARSIPPANY, N.J.—Safilo has named Lori Carter to the strategic role of director of professional relations for the U.S., a newly created position, according to an announcement from the company.

The appointment is aimed at strengthening Safilo's relationships with its stakeholders, namely customers and trade associations. It represents a further milestone in Safilo's commitment to the success of the ECP in a changing market environment. Safilo's investment will support ECPs with breadth of expertise and dedication in developing business strategies for sustainable dispensary management, the company said.

The creation of this role is part of a broader evolution of Safilo that is transforming its USA organization into a customer centric structure. With a more agile and less hierarchically driven set up, Safilo USA will be able to capture customer needs more immediately and develop faster and more flexible solutions, the company said.

Henri Blomqvist, CEO of Safilo North America said, “Lori’s longstanding expertise in the eyewear industry and within Safilo leads her naturally to this role. Her energy, empathy and commitment are what is needed to make Safilo’s unique voice even more relevant in the industry with a broader and more in-depth reach. We are committed to become for the ECP's the independent alternative partner, who wishes to work on a basis of trust, transparency and choice as the basis for lasting mutual success."

Carter started in the optical industry in 1986 as a key account representative for a small Connecticut company, and has been a regional sales manager with Safilo since 2003. She was promoted to regional sales director in August 2015.

She is based in Minneapolis and was named one of Vision Monday’s 2015 Most Influential Women in Optical, Mentors category, a category recognized for team building and talent development skills.