Smith Optics incorporated its Consumer & Dealer Services division within its Portland-based headquarters. Joining the product, marketing and sales departments, the customer-facing support team integrates into the hub of the Smith brand.

“The move offers a customer-centric approach to increase brand synergy across all departments as each team will have direct knowledge of consumer and dealer questions, product inquiries and new ideas under the same roof,” said Darrell Tullis, director of sales operations for Smith.

The Consumer & Dealer Services division includes account managers transitioning to the Portland office from Smith’s Utah-based manufacturing facility aside from new team hires. Recent additions include Brendan Rude, a former REI employee, and Nick Paulson, previously at Zumiez, Evo Portland and Orchestra Software.

Smith is also upgrading technology modules and streamlining communication for improved customer experience.

Photo courtesy Smith Optics