Craig LaManna.

GREEN ISLAND, N.Y.—Silhouette has announced the expansion of its U.S. leadership team with the appointment of Craig LaManna as director of marketing. In his new role, LaManna will oversee the development and implementation of go-to-market strategies and marketing services in the U.S., Silhouette said. LaManna joins Silhouette from Maui Jim, where he served as marketing director for the past decade. His responsibilities there included managing sponsorships, events, training, travel retail, trade shows and brand ambassador programs, the announcement said.

In 2017, he spearheaded the launch and management of Maui Jim’s ophthalmic division, pioneering a sales proficiency training program that equipped account executives and retail partners. Over the last four years, he was the marketing director of global brand strategy, focusing on commercial and go-to-market strategies with an emphasis on the North American market, the company said.

Prior to Maui Jim, LaManna spent 13 years at Beiersdorf (NIVEA, Eucerin, Aquaphor) where he held various international and local marketing and sales roles, earning accolades such as salesperson of the year and two-time winner of customer development manager of the year.

 
Hartmut Kraft, president and CEO of Silhouette Optical U.S., said, “I am thrilled to welcome Craig to the Silhouette team and bring his extensive marketing and sales expertise to the table. Craig’s proven track record of successfully implementing strategic marketing, branding and training initiatives uniquely positions him to address the specific needs of our ECPs and expand our market presence in the U.S.”