Smith Optics has appointed Francesco Rinaldi Ceroni as General Manager. Francesco joins the company following more than 13 years in the eyewear industry across wholesale and retail channels, serving 
most recently as VP International Strategy & Business Development at Costa Del Mar. Under his new role at Smith, he will lead the global business across all commercial channels out of its Portland, OR headquarters reporting to Angelo Trocchia, CEO, Safilo Group.
“We welcome Francesco who is a highly experienced professional in the industry with strong entrepreneurial skills and successful background,” commented Angelo Trocchia. “As we focus on executing our new business plan, we see tremendous opportunities to further develop our own core brands, and I am confident that Smith will go from strength to strength under Francesco’s leadership.”
Jon Raymer, Bike Category Manager, was promoted to Senior Marketing Manager at Smith. His cross-functional experience will support the brand’s growth across all categories and channels. Raymer oversees the marketing team, social media, public relations, and partnerships with contracted agencies reporting to Francesco.
Allie Flake joins Smith as Eyewear Category Manager for the sport eyewear and optical channels. Flake has over a decade of experience in the eyewear industry supporting the product development at Oliver Peoples, Fox Head, ROKA Sports, and Costa Del Mar. She reports to Graham Sours, Category Director at Smith.
Tuomas Kronqvist was appointed Smith CFO, and Ken Salvador will take over as Senior Finance Manager at Smith.
Global Brand Director Eric Carlson, who has been with Smith for over 20 years, is leaving the company.
