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COVER TOPIC Optical XXcellence Celebrating VM’s 2012 Influential Women NEW YORK—The optical industry, with its singu- On a broader level, consumers’ changing per- • Mentors: Women who are team builders, devel- lar mix of fashion, technology and medicine, offers ception of eyewear as more of a fashion accessory opers of talent, who via example or education a multitude of career choices rivaled by few other and less of a medical device has allowed women and training successfully influence others to fields. From board room to exam room to back who design, dispense, buy and sell eyewear to learn and to grow in their business or profes- office, the list of optical jobs is almost limitless. capitalize on their sense of style. sional acumen. Within this diverse spectrum, women occupy In this context we view our Influential • Innovators: Women who have initiated new many positions of influence, often playing pivotal Women—who are chosen from a large pool of product developments or special programs in roles that shape the character of the companies nominees named by VM readers—and profile the arena of marketing, technology or retail, and organizations in which they work. A select their accomplishments in the following roles: who have spearheaded innovative business number of them, recognized and respected by col- ideas or enterprises. leagues and customers alike, comprise VM’s 2012 • Executive Suite: Women who hold positions As you read these profiles, we hope you’ll learn roster of Influential Women. such as president, VP, CEO, CFO, CMO, something about each of these remarkable women In the 10 years since VM inaugurated its annual CIO or COO and who guide their companies and appreciate why they’ve earned a spot on our Influential Women report, the roles of women in forward, inspire leadership among their teams honor roll. They join a distinguished group of optical have evolved along with the industry itself. and peers and achieve high performance. more than 400 Influential Women whom we’ve More women are entering the field of optometry • Rising Stars: Women who are “up-and-comers” profiled since 2003. today than ever before. A greater number of in their careers and within their companies or Please visit www.visionmonday.com to review women now occupy upper management positions. arenas within the industry; sharp talents who an alphabetical listing of past years’ honorees and Some are working in jobs that didn’t exist a are on their way toward higher levels of respon- to read prior years’ Special Reports. n decade ago, such as social media strategists. sibility and influence. –The Editors 36 EXECUTIVE SUITE WOMEN WHO HOLD POSITIONS SUCH AS PRESIDENT, VP, CEO, CFO, CIO, OR COO SHE SAYS…“I have had so many great, talented example, capabilities include downloading a prescrip- Bj Avery mentors, advisors and supporters. I am inspired tion or scanning in a credit card. by each and every one of them who gives of his Other ways she’s involved with simplifying the EXECUTIVE DIRECTOR or her time and effort on a voluntary basis to ordering process is by tracking contact lens con- Texas Optometric Association keep this profession strong and vibrant.” sumption and saving prescription information. Austin, Texas CHOSEN BECAUSE… “She is a leader in di- SHE SAYS…“It is always interesting to me to un- recting the Texas State Optometric Associa- Joan Blackwood cover the key insights that create the connection tion on both a state and national level.” between a company’s product or service and SENIOR VICE PRESIDENT, CMO what drives the consumer’s decisions. Creating 1-800 CONTACTS and Glasses.com Leaving the University of Texas that connection is what it’s all about to me.” Draper, Utah armed with a degree in Journal- ism, Bj Avery never expected to CHOSEN BECAUSE…“As chief marketing officer, work in the optical field, let Teresa Carter Joan is a member of the senior management alone head up a major optomet- ric association boasting some team and is responsible for all retail web and PRESIDENT International Eyecare Center, Inc. 2,000 members. However, she admits her early phone-based sales of contact lenses.” Quincy, Illinois career experience in newspaper and television reporting have come in handy as she designs and It should come as no surprise that CHOSEN BECAUSE…“She is the leader and implements statewide political strategies for eye as chief marketing officer, Joan driving force. Having been with the com- doctors and regularly consults on legislative/third Blackwood’s main focus is on the party issues in her role as executive director of the consumer. Managing the market- pany for over 27 years, she has worked Texas Optometric Association. ing side consists of brand market- her way through the ranks and has held Avery also conducts seminars on various topics ing and media, social strategy and nearly every position within the company. and teaches Medicare/Medicaid/Third Party man- public relations, pricing and promotions, direct mar- Her dedication inspires the staff and doc- agement, billing and coding, as well as leadership keting, website management and application and tors on a daily basis.” and teambuilding. She views working for the asso- mobile development. But what Blackwood really ciation as a team effort. “No one is a one-person believes she provides is a service to vision-corrected Drawing her work ethic from show. The doctors call the shots and our associa- consumers as much as delivering vision-care products. working on the family farm in tion staff are unsung heroes working behind the “We have a responsibility to the optical customer Cohoka, Missouri, a 2,200 person scenes to keep the trains running on time. I am a in educating them on the importance of eye health town, Teresa Carter took her con- facilitator, who not only tries to roll with the and compliance, especially as it comes to their contact viction for finishing projects and punches but sometimes manages to avert them. I lenses and how to wear and care for them,” she said. seeing things through into her try to find a middle ground whenever possible.” After relaunching the brand in 2010, the company career. Initially working double shifts as an LPN, But make no mistake, Avery is an impressive has driven up awareness, website traffic by 40 per- Carter grabbed the opportunity to become an optician leader in her own right. Over the last 10 years, she cent and web revenues by 20 percent. Through the as soon as it hit her. “I fell in love with it, with the has served on various American Optometric Asso- use of customer relationship management, over 80 people, and the vision. The opportunities were there ciation (AOA) committees and from 2009 to 2010 percent of revenue comes from repeat orders. to learn more and to expand my knowledge, and that she was president of the International Association Blackwood predicts that technology will be the big- is something that I love to do.” Liking the challenge, of Optometric Executives. She is also active in a gest driver of change in the optical industry as products Carter “essentially learned every single department” networking organization known as Texas Opto- improve and consumers enter that category earlier and until she made her way to president of International metric Women’s Network (TOWN), which allows stay longer. Among the technological advances she is Eyecare Center (IEC), a nine-location business. local ECPs to socialize while comparing notes on involved with implementing are enabling consumers While working her way up the ranks, Carter how they run their practices and handle problems. to use applications and mobile sites to interact. For became a NCLC certified technician, a certified laser More JULY 16, 2012 VISIONMONDAY.COM 38 EXECUTIVE SUITE WOMEN WHO HOLD POSITIONS SUCH AS PRESIDENT, VP, CEO, CFO, CIO, OR COO technician, a Fellow of the National Academy of Opti- her skills as well as make a difference in peoples’ logically advanced eyecare facilities with cianry (FNAO) and a motivational speaker on practice lives, Elias found Henry Ford OptimEyes and knew exclusive, high-end eyewear. Stephanie’s management. She also sings in the “praise team” at it was the perfect fit. “I was so inspired by the staff sense of design and passion for a holistic her church, and is involved with Relay for Life and and everyone I interviewed with and the culture…I patient experience makes her a creative the American Lung Association. “IEC has seen me knew this is where I wanted to be,” Elias said. and dynamic innovator.” through many hardships and they’ve never let me For the past five years, while leading the finance, down. So, I try hard every day not to let them down.” accounting and billing departments of Henry Ford Stephanie Haenes, ABOC Carter says her ultimate responsibility is ensuring OptimEyes, Elias has been responsible for oversee- began her career in optical at the 130 IEC family members and their families have ing 17 locations, including the opening of two satel- the ripe age of 21. With no opti- a safe and secure future. By working the floor when lite offices called Super Vision Centers which she cal training, she began working possible to ensure her decisions are successful, along describes as a “one stop shop” of services for at Sears Optical in Appleton, with her duties overseeing acquisitions, vendor/part- patients and staff. She has also been involved in Wis. in order to support herself ner growth, management partnerships and onsite lab several initiatives to encourage and develop her and her child. When the manager and other staff and Lasik centers, she still finds the most exciting staff and stores, such as the implementation of new member left one month later, Haenes was left to part of opticianry to be working with people and billing and electronic medical records systems.

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