Viva Appoints Parker VP of Merchandising, Domestic Brands

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SOMERVILLE, N.J.— Viva International Group, a Highmark company, and part of HVHC Inc., has appointed Timothy Parker as vice president of merchandising for domestic brands. Parker will report directly to Sherry Lay, Viva’s interim president.

“Timm’s leadership and proven track record in merchandising, planning and wholesale-related organizations will be a great asset to Viva as we strengthen the infrastructure of our domestic brand portfolio,” said Lay. “With over 20 years of result-oriented experience, Timm’s team approach and management style will help provide new opportunities for our future growth.”

In his newly appointed role, Parker will be responsible for overseeing Viva’s creative and business development teams, as well as the domestic side of the company’s brand management and marketing teams.

Parker joins Viva from Safilo where he served as vice president of design and development. In this role, he was responsible for the design and development of the company’s licensed brands for the U.S. market, as well as the U.S. moderate sunglass division.

Prior to that, he held roles at Lantis Eyewear, where he served as vice president of product development for licensed brands, and at Sunglass Hut as vice president of merchandising and director of merchandising.