SMITH appoints a new general manager and strengthens its team

SMITH, one of Safilo Group’s leading brands, is pleased to announce the appointment of Francesco Rinaldi Ceroni as the new General Manager of the brand.

Francesco joined the company with over 13 years of experience in the world of eyewear, both in the wholesale and retail sectors, recently taking up the position of Vice President International Strategy & Business Development at Costa Del Mar. In his new role at SMITH, Rinaldi Ceroni will lead the global business for all commercial channels from the headquarters in Portland, reporting directly to Angelo Trocchia, CEO of Safilo Group. Thanks to the remarkable results achieved in recent years as Bike Category Manager, Jon Raymer is promoted to the new position of Senior Marketing Manager at SMITH. His transversal experience and his enthusiasm for the brand will support SMITH’s growth in all product categories and sales channels. In his new role, Jon will oversee the marketing, social media, public relations and partner agency collaboration teams, responding to Rinaldi Ceroni.

Allie Flake, who responds to Graham Sours, Category Director at SMITH, joins the team as Eyewear Category Manager, with the task of supporting, strengthening and developing the sports eyewear channel and the eyewear sector. Allie has over 10 years experience in the eyewear industry, having overseen product development for Oliver Peoples, Fox Head, ROKA Sports and Costa Del Mar.