FYidoctors Names Verret as VP of Digital and Brand as it Moves to Provide a ‘Superior Digital Experience to Consumers’

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CALGARY, Alberta—FYidoctors, a leading optometrist-controlled eyecare company, said it has named Elara Verret to its leadership team in the role of vice president, digital and brand. Verret is an award-winning marketing and e-commerce leader with more than 15 years of progressively responsible experience in notable Canadian and international multi-brand platforms, according to a recent announcement. In this newly created role, Verret will lead digital strategy and online business for all FYidoctors' banners. “Given our omni-channel and digital strategic growth opportunities, we are delighted to welcome Elara to our team,” Dr. Al Ulsifer, chief executive officer and founder of FYidoctors said in the announcement. “Her years of experience and proven track record will be an additional asset to the highly skilled FYi team.”

Most recently, Verret served as vice president, marketing, ecommerce & visual presentation for Reitmans Canada Ltd., where she led the commercial and operational e-commerce re-platforming and CMS implementation. She previously was vice president, marketing and e-commerce for Psycho Bunny, a distinctive U.S. menswear brand, where she was responsible for developing the marketing platform to drive growth in both sales and awareness across the U.S. and global markets for e-commerce, wholesale and retail operations.

Her team’s accomplishments at Psycho Bunny were recognized with the Innovation Award for Visual Merchandising from the Retail Design Institute in 2019. Previous e-commerce and digital marketing leadership experience with brands such as La Senza and Aldo provide Verret with valuable depth and breadth in areas of key importance to FYi’s continued rapid growth strategy.

Verret has a bachelor of science (with honors) in biochemistry from Bishop’s University and completed her MBA in marketing and strategy at the John Molson School of Business at Concordia University.

“FYidoctors is a world-class organization and I couldn’t be more excited to join a such a strong and dedicated team,” Verret said. “While health and wellbeing have been always top-of-mind, the pandemic has underscored their importance and I’m proud to support FYidoctors in fulfilling their mission to enhance lives through eyecare. The work my colleagues and I have the privilege to do has an impact beyond clinic doors and I’m looking forward to supporting with my expertise.”

A privately held, optometrist-owned and operated eyecare company, FYidoctors has more than 550 optometrists across 250 locations in Canada.