Smith appoint Francesco Rinaldi Ceroni as General Manager

Smith has announced the appointment of Francesco Rinaldi Ceroni as General Manager. He has more than 13 years experience in the industry across wholesale and retail departments and has previously worked as VP International Strategy & Business Development at Costa Del Mar. He will be responsible for leading the business across all commercial channels out of the Portland headquarters.

“We welcome Francesco who is a highly experienced professional in the industry, with strong entrepreneurial skills and successful background,” said Angelo Trocchia, CEO of Safilo Group. “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, has been promoted to the new position of Senior Marketing Manager at Smith. His cross-functional experience and enthusiasm for the brand will support Smith’s growth across all categories and channels. Raymer will oversee the marketing team, social media, public relations and partnerships with contracted agencies, reporting to Francesco.

In addition, Allie Flake joins the Smith team as Eyewear Category Manager to support, strengthen and grow the sport eyewear and optical channels. Flake has over 10 years experience in the eyewear industry, supporting the product development at Oliver Peoples, Fox Head, ROKA Sports, and Costa Del Mar.

Finally, Tuomas Kronqvist is appointed Smith CFO and Ken Salvador is promoted to Senior Finance Manager at Smith.