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Maureen Beddis
Senior Director of Marketing and Communications
The Vision Council
Fairfax, Va.
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Chosen Because...“It is her vision that led to the creation of
the Eye Health Summit, an event designed to bring together key
representatives of the vision community in order to build consensus for
an eye health message to the public.”
A journalism major at Temple University,
Beddis did an internship in public relations and was drawn to the field,
starting out as an account manager at a public relations agency and
then “discovering” the vision and optical business when she became
advertising and PR manager for Carl Zeiss Vision, where she recalls, she
was struck by how little most people knew about the importance of eye
examinations.
When her former Zeiss boss, Ed Greene, moved to The Vision
Council as CEO, he asked Beddis to join him there. She started at the
association in 2006 and was director of integrated marketing, focusing
on the rebranding and vision initiatives of the group, communicating its
benefits to members within the industry. Today, she oversees all
marketing, media relations and advertising activities targeted to
consumers and the organization’s membership.
She recalled that the performance of the then five-year-old Check
Yearly, See Clearly campaign was hard to measure yet members wanted the
organization to do something to educate consumers about regular vision
care. “I discussed with Ed the idea of developing our relationships with
other groups and organizations around the vision care field to try to
bring everyone together. We partnered with a professional
consensus-building firm who worked with us and the discussions have led
to the creation of the new Foundation for Eye Health Awareness.”
SHE SAYS...“For work and family it’s the same—focus on your
strengths, pick the things you know you can do well, rather than
spreading yourself too thin.”
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Jennifer Rainville Cruz
Director of Professional Development
International Vision Expo
Norwalk, Conn. |
Chosen Because...“She works very closely with the opticians and
optometrists on the Conference Advisory Board to create unique content
and programs. Jen has built deep relationships and is highly respected
throughout the optical industry and the profession.”
Some 15 years ago when Jennifer
Rainville Cruz started at Reed Exhibitions as an entry level coordinator
with International Vision Expo, her interests leaned toward adult
education but her knowledge of the optical industry was in its infancy.
“I had to learn about the optical professions; their training and
licensing and credentialing processes. It was through my own educational
process that I learned what eyecare professionals do and I was hooked,”
Rainville Cruz said.
Today, as director of professional development she oversees and
executes the continuing education programs at both International Vision
Expo East and West. She is tasked with creating and managing the
Conference Advisory Board consisting of 15 optical professionals
representing virtually every facet of the professional side of the
business. “Education is the best kept secret of the International Vision
Expos but I am working on changing that perception,” she said.
Under her tutelage, Vision Expo has become much more than a trade
show and new programs such as Visionomics, Spanish Language Track, From
Print to Practice, and Lunch With the Experts are a testament to her
efforts. Her greatest challenge remains “staying ahead of the CE curve
and coming up with different ways to deliver and develop content for
ECPs,” she said.
SHE SAYS...“I wonder at the sheer number of eyecare professionals
who have kept up with their licensing and credentialing through our
programs and feel that I have made perhaps a small contribution to the
overall eye health of many Americans.”
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Janice D. Gaub
Senior Director of Marketing, Internet & Social Media
CooperVision
Fairport, N.Y.
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Chosen Because...“She is bringing her great experience to bear in
teaching eyecare professionals how to utilize the web and social media
as practice building tools.”
A Pacific Northwest native, Gaub grew up outside
Seattle, getting her undergraduate degree from the University of Puget
Sound in international affairs and foreign language. She then went on
for her MBA from Seattle University while she was working and learning
many lessons from her family’s retail/wholesale grocery business, which
taught her a great deal about the power of data and providing value to
the customer.
She began a range of jobs in the consumer packaged goods realm,
which took her around the country, first as brand and marketing manager
for such companies as Olympic Home Care, Paragon Trade Brands and Nile
Spice Foods. She was VP of marketing for Gargoyles Performance Eyewear
and Hobie Polarized Sunglasses from ‘95 to ‘97 and joined Eddie Bauer,
Inc as divisional VP brand marketing.
As the internet became a new marketing force, Gaub joined
Drugstore.com as its VP marketing and site management and then moved to
Kodak, where she was chief marketing officer and VP for the company’s
professional division and ultimately, director of corporate branding.
She moved on to become VP of consumer marketing for Shutterfly.com,
eventually moving to Rochester, N.Y.
In 2009, she joined CooperVision where there is a growing
recognition of the internet and social media’s role in building
connections with patients and practitioners. “We are looking to make the
practices more effective and activate social media efforts, like our
new teen campaign and help them directly build up their sites and
presence online.” Gaub’s team also includes six social media
consultants, now on board to help doctors understand the potential.
SHE SAYS...“It’s about continuously learning, believing in
yourself and staying balanced. Be confident in what you do and do it
with grace and poise.”
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Bernadette Hiskey
Director, Product Marketing
Carl Zeiss Vision
San Diego, Calif.
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Chosen Because...“Her product ideas and programs are influencing
the industry and changing business trends toward the future.”
Hiskey is responsible for customized lens
product marketing at Carl Zeiss Vision. She is the driving force behind
many of the new lens designs the company has introduced in North America
and is the chief architect of its “Good Better Best 100% Customized
Lens Portfolio.” This lens portfolio has significantly grown Carl Zeiss
Vision’s customized lens business.
Trained as a physicist, Hiskey joined the R&D team at SOLA
Optical of Australia in 1993. She moved into technical marketing before
taking a series of management positions with SOLA Optical Europe.
“When I first made move into the commercial area, Mark
Mattison-Shupnick was tremendously supportive,” she noted.
Since relocating to the the U.S. in 2001, she has managed SOLA’s
Transitions brand, led the global launch of SOLAOne progressives, set up
Carl Zeiss Vision’s AR Coating Teflon coating business and initiated
Zeiss’ first consumer advertising campaign. “What’s exciting is that I
take products from R&D all the way through to consumer advertising,”
she said.
SHE SAYS...“I see more openness to women in senior management
roles in our industry, including technical roles. This is an advantage,
because women are connecting with the voice of the consumer and using
their insights to influence buying decisions made by women.”
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Ann M. Hoscheit, OD, FAAO, FAARM
Owner and Optometric Physician
Summit Eye Associates
Gastonia, N.C.
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Chosen Because...”Hoscheit was named Gaston County 2005 Business
Woman of the Year, been inducted into the Gaston County Women’s Hall of
Fame and received numerous honors for her community service and
volunteerism.”
A funny thing happened to Ann Hoscheit, OD on
her way to medical school to become a family physician—she dated the son
of an optometrist, and the rest as they say, is history.
In 1990, Hoscheit received her doctor of optometry degree from
the University of Houston College of Optometry and went on to her
residency in Hospital-Based Optometry/Ocular Disease at Albuquerque V.A.
Medical Center in New Mexico.
In 1994, she was the founding partner of Gaston Eye Associates in
North Carolina, a fast-paced ophthalmology/optometry practice with
multiple locations. Feeling as if something was missing, Hoscheit moved
on, opened Summit Eye Associates in 2003 and has been thankful ever
since to “have the opportunity to rethink” her career.
The single location practice offers comprehensive primary eyecare
with a philosophy of “personalized approach to patient care” and an
emphasis on the overall wellness of its patients through its various
“centers of excellence” specializing in contact lenses, dry eye and
early detection of eye disease. Hoscheit recently became the first
optometrist to be enrolled in the Fellowship in Anti-Anging and
Regenerative Medicine. Her business mantra: “Keep it personal and don’t
compromise the quality of eyecare, eyewear or life care you and your
team provide.”
SHE SAYS...”I love making a difference in the quality of the
lives I touch, either as patients, employees or in the community. Some
days we help people see better, some days we keep people from going
blind and more days than you might imagine, we save lives. What’s not to
love about that?”
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Julia Medina
Director of Product Strategy
Vision Web
Austin, Texas |
Chosen Because...“Julia is the ‘go-to’ person at VisionWeb. She
brings a collaborative and creative spirit, technical expertise and a
strong work ethic to her strategically critical role. Her commitment and
credibility make her a valued and influential resource within the
organization and with customers. She has been at the forefront of
VisionWeb’s success and continued growth.”
On July 15, Julia Medina marked her nine-year
anniversary with VisionWeb, something she’s quite happy about. As a
software developer, Medina found optical to be the perfect environment
for her technical skills. In her role as director of product strategy,
Medina develops concepts, coordinates and implements the strategic
direction of VisionWeb’s suite of products, services and processes. “My
job is always changing so it’s never boring,” she said. As the industry
evolves, the technology needs of VisionWeb’s partners and users also
evolve. This keeps Medina on her toes, always looking for new
collaborations and different ways of doing things. According to Medina,
“There’s inspiration at every turn.”
SHE SAYS...“Get out there and meet people in this industry! There
are so many opportunities to collaborate, be creative, and work
together, especially in technology, where a random conversation about a
business need can easily turn into the project of your career.”
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Debby Mullins
Office Administrator
R.D. Cherry, Inc.
Melvindale, Mich. |
Chosen Because...“Just spend one day with Debby and if you are
not inspired to make a better world for yourself she will say ‘now let
me tell you’ and she will. Debbie is an amazing woman and someday will
be a great successor for Cherry Optical, Michigan.”
Debby Mullins started working in her father’s optical lab washing blue
paint off of glass lenses when she was 12 years old. After high school
she enrolled in college and discovered that she missed the optical
business and returned to Cherry Optical where her father took her under
his wing.
“My father Richard has been my greatest mentor and supporter,”
said Mullins. “His integrity and character has contributed significantly
to me personally and professionally.” Today, Mullins oversees all
aspects of marketing from pricing to advertising, from customer service
to event coordinator. The Your Eyes University, a one-day event for
ECPs, was attended by 600 ECPs with over 25 hours of ABO, NCLE and COPE
classes, all scheduled and organized by Mullins.
SHE SAYS...“My advice to other women is to…find a mentor, develop
problem solving abilities, positive attitude, and self leadership
qualities of integrity, vision, and self-discipline. Most importantly,
build relationships. When you do so, you help people reach their
potential. Finally, enjoy the work you do.”
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Nancy Ness
Director,
Education & Training, Communication and Services
Jobson Optical Group
New York, N.Y. |
Chosen Because...“She has been integral to the promotion of
business acumen and optical education for 20 years.”
With an avid interest in magazines, Ness’ first job
as assistant to the business manager for a major b-to-b home
furnishings publisher, HFD at Fairchild Publications, put her on a fast
track for the sales, meeting and trade show planning, skills she then
took to the company’s travel group. Arriving at Jobson in 1991 as
marketing and supplements manager, Ness began her involvement in
promotion and image-building for all of the group’s optical publications
and events, moving on to become director in 1998, responsible for
strategic and tactical marketing for a growing group of magazines,
websites and events.
Her planning skills have honed Jobson’s reputation among readers
and clients over the years in such diverse projects as awards programs,
special seminars, gala industry events, corporate meetings and trade
shows. Ness’ attention to detail spans small sophisticated dinner
meetings to parties both formal and fun, and forums to groups as large
as 1,000.
Today, her role is focused on growing Jobson’s opticianry
continuing education via the 20/20 Opticianry Study Center which
partners with companies to provide quality CE via print, web and live
events across the U.S. She noted, “We have a range of CE capabilities
and services which can help our users run their businesses better, help
them train their staff and enhance the vision care of their patients.”
SHE SAYS...“Be confident, and find a way to get the job done with
the resources you have. No one does anything alone—it’s always about a
team effort.”
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Regina Rossi
Director of R
esearch & Development
Mazzuchelli 1849
Varese, Italy
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Chosen Because...“She knows trends, she has a great experience,
she understands what the creators have in mind and how to realize it.”
Regina Rossi, 63, joined Mazzuchelli 1849, the
leading eyewear zyl producer, some 43 years ago, when a summer training
spot assisting the general director of the Varese company turned into a
new full-time new position. In the ’70s—the early days of Armani—
creativity in furniture and fashion design was becoming important in an
optical frame world which was used to black and tortoise plastic, Rossi
said. “Mr. Mazzuchelli said to me, ‘Everyone’s talking about fashion,
maybe we need a lady’s eye here, what about you?”
The company established a research and development center for
“color” technology which has developed, through Rossi’s passion and
interests, into a leader for custom colorations and interpretations.
With interests as diverse as mathamatics, art and painting, Rossi went
to fashion exhibitions, and started to meet with customers and new
designers, like Alain Mikli, she recalls, who had new ideas.
“I had the laboratories at my disposal and they thought I was a
crazy lady but I started to work with them and the customers step by
step. Last year, 85 percent of our production was custom colors, it is
huge work. We are working today on many interpretations for many market
sectors. We are the link, between the designers and the factories; we
are requested to solve the problems they cannot understand.”
SHE SAYS...”Study. And when you study, try to understand
everything that is around the problem; not only the problem itself.
There is not a simple answer but many questions which can serve the
customer. Develop trust.”
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Beth Schlau
Vice President, Editorial
First Vision Medical Group
Maywood, N.J. |
Chosen Because...“Most busy professionals are time starved today
and Beth demystifies many options in a way that the consumer is better
served and the trade is consistently brought up to date.”
Beth Schlau has been writing about the
optical industry for almost 10 years starting out as Managing Editor and
then moving up to Executive Editor of Vision Care Product News. Today,
she is Vice President Editorial of First Vision Media Group, the company
that publishes VCPN, Sunglasses magazine, Optical Lab Products, and the
Understanding & Working With series, which she developed. Schlau
described the series as the “first true ‘peer-to-peer’ editorial product
to articulate, present and promote optical products in a way the
dispenser can understand and use.”
As a VP, Schlau is responsible for all editorial in both print
and online publications, including Vision Care Venture and the company’s
e- newsletters. In addition to hiring and supervising the editorial and
art staffs, she plans and develops the focus of the magazines’ content
and other editorial projects. Her greatest challenge in today’s
ever-changing world of media: “Looking for new and better ways to
disseminate information.”
SHE SAYS...“We are giving people information about one of the
most important things in life—eyesight—and providing them with knowledge
about how to make their patients not only see well but look well in the
process.”
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Lisette Swenson
Brand Manager, Marketing
Essilor of America
Dallas, Texas |
Chosen Because...“Her marketing expertise has been essential in
developing and implementing TruClear, a leading private label
progressive lens brand manufactured by Essilor of America for the Vision
Source group.”
“Drawing upon her extensive background in
marketing medical devices for companies such as Johnson & Johnson,
Swenson has made her mark in the optical industry in a relatively short
time. Since joining Essilor of America four years ago, she has played a
key role in managing Essilor’s progressive lens brands such as Accolade
and Accolade Freedom.
Collaborating with Jeff Anderson, Essilor’s strategic accounts
director, Swenson has also played a leading role in launching and
managing the TruClear private label line of progressive lenses, which
has been a success for Vision Source, a major optometric practice
management and buying group. Under her direction, the TruClear line has
expanded to include TruClear, TruClear HD and TruClear HD Plus, a
personalized and customized version launched last month.
Having worked in Europe for a Swedish medical device company
prior to joining Essilor, Swenson brings a unique perspective to her
job. She said Essilor compares favorably to other European companies
because “women are reflected both internationally and domestically in
every facet of its business. Women contribute to a multitude of
innovative ideas.”
SHE SAYS...“As a woman in business, you have to have relentless
drive and focus and be able to deliver best in class products and
programs, while balancing the appropriate attitude and insight.”
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Dawn West
Business Manager, Events
Transitions Optical
Pinellas Park, Fla. |
Chosen Because...“Dawn leads a staff that coordinates some of the
industry’s most spectacular events. She is the unsung hero who puts on
Transitions Academy every year.”
Under West’s management, Transitions Academy has
grown over the past decade into a signature event for Transitions
Optical. Offering a mix of educational and marketing seminars, the
annual conference at the Disney Yacht Club in Orlando, Fla attracts more
than 1,000 enthusiastic participants from three continents.
West also manages trade shows, point-of-sale creative and on-line
marketing for the photochromic lens maker. “I like a constantly
changing set of creative challenges,” she said.
West joined Transitions’ finance department in 1991 after having
been an assistant bank manager. Working in purchasing, marketing, trade
public relations and field sales has given her a solid grasp of nearly
all aspects of Transitions’ business.
This diverse skill set allows her to effectively manage the teams
of people she uses from various departments when producing Transitions
Academy. It also gives her the ability to see things from the customer’s
perspective, something she tries to instill in others. “The biggest
thing for me is understanding what the customer is all about,” she said.
Although West credits Connie Achman of X-Cel Optical and Connie
Falvo of Transitions Optical as positive influences, she counsels young
women in optical to be pro-active.
SHE SAYS...“You can’t wait for somebody to come along to develop
your career. Nobody develops you but you.”
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