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Kelly Cai, OD

Co-Founder and COO
Barti Software, Inc.
San Francisco, Calif.

CHOSEN BECAUSE… “As one of the youngest female executives in the industry, Dr. Cai has led Barti to become a trailblazer among EHR start-ups, revolutionizing U.S. health care.”





While working at Manhattan Eye, Ear & Throat Hospital in 2022, Dr. Kelly Cai met Colton Calendrella (Barti co-founder) through LinkedIn. They both knew that optometry practice management software hadn’t seen any major innovation in decades, and after a few conversations, Calendrella asked Dr. Cai to join him full-time working on Barti.

Today, Dr. Cai serves as partner to the CEO and plays a pivotal role in advancing Barti Software’s financial objectives and product development. She’s also responsible for a seven-figure annual budget and the financial health of the company.

“From product inception and development to testing, I work closely with industry experts, customers and Silicon Valley software engineers to build a world-class EHR and practice management software for the vision industry,” she said. “Those of us on the industry side of the profession have a unique opportunity to enhance the tools available to our peers while working to move the industry forward.”

Dr. Cai takes her role seriously and she’s proud of her results, which include 10x year-over-year growth and 100 percent customer retention since Barti’s launch in 2021.

Within just five years of graduating from optometry school, Dr. Cai’s visionary leadership has had a transformative influence on the industry—pushing the boundaries of software available to eyecare providers. She also helped implement industry-first advancements like myopia management templates and native AI-assisted charting.

In the digital world, we’re all familiar with the experience of going to the doctor, only to have the doctor spend much of the appointment interacting with a screen. Through Barti Software, Dr. Cai is able to redefine a provider’s expectations for their software—enabling doctors to spend more quality time with their patients.

SHE SAYS… “Transitioning from patient care to running a high growth software company in the industry has been exciting, challenging, and above all, a real joy.”


Eva Chamorro

Director of Clinical Research
IOT
Madrid, Spain

CHOSEN BECAUSE… “Eva Chamorro is directly responsible for some of the most innovative technologies currently utilized in creating ophthalmic lens design, including the three patented foundational technologies currently used by IOT in their free-form digital lens designs. She is also deeply engaged in the scientific community as an active participant and presenter at conferences throughout the world. Dr. Chamorro is a contributing author to countless scientific publications. Her most recent work centers on making myopia management spectacle lenses more accessible to children around the world.”





Eva Chamorro began her career working in an optical store while studying for her degree at the University Complutense of Madrid. During this time, she said she learned the intricacies of running an optical store, including patient care, conducting visual exams, adapting contact lenses, dispensing spectacles, managing supplier relationships, processing orders and handling administrative tasks. She also continued her studies, learning about rare retinal pathologies and genetic factors.

In 2013, she joined the team at IOT as a technical support manager, supporting lens manufacturers worldwide. She was soon promoted to director of clinical research.

“Throughout this period, I have acquired outstanding knowledge in the field of free-form lenses, from the design and calculation to lens optimization that meets user expectations to the manufacturing of lenses ensuring the best quality of production or evaluation of the visual performance that each type of lens provides using a research methodology,” she said. “This role has also allowed me to travel worldwide, sharing experiences with many professionals in the optical industry.”

Chamorro said her primary goal as clinical research director is to design and develop innovative lens technologies and tools that enhance visual performance for patients and improve the dispensing experience for opticians. “Our department focuses on designing new innovative products through patented and technological proposals focusing on meeting the user’s needs. We rigorously test all products through controlled clinical trials evaluating visual performance and user experience, leading R&D projects in visual perception,” she said.

Her inspiration comes from the opportunity to learn new things every day while continuing to think of new ideas and initiate new research projects that add value for spectacle lens manufacturers, opticians and users alike.

SHE SAYS… “Developing a career in the optical industry requires time, dedication and continuous training. I advise women pursuing this path to find a job that aligns with their interests and makes them feel comfortable and motivated. Focus on your strengths, build confidence in your abilities and never stop learning. Always seek to improve your knowledge and skills to advance in your career.”


Julie Helmus, OD

CEO, Helmus Optometry
Medical Advisor, Avulux
Facilitator, PERC
Davis, Calif.

CHOSEN BECAUSE… “She is a leader in identifying and embracing innovative approaches to patient care.”





Julie Helmus, OD, is a second-generation “thoroughbred” optometrist. Helmus’ parents are retired ODs and she grew up alongside the family practice. She even celebrated her first birthday in the Berkely College of Optometry student lounge. In 2015, approaching her adult career, she graduated from Pacific University College of Optometry with distinction.

“I had to follow the passion passed down to me from my parents—optometry is in my DNA,” she said.

Since her parents’ retirement, Dr. Helmus has been the sole owner of 37-year old Helmus Optometry, a large single-location private practice. As CEO, Dr. Helmus oversees over $4 million in sales annually—and she is fully engaged in the company’s marketing, human resources, staff development, website and social media content, equipment upgrades, facilities maintenance and more.

Dr. Helmus also serves as medical advisor for Avulux, providing clinical guidance to the marketing teams, sales teams and eyecare providers. As a PERC (Professional Eyecare Resource Co-Operative) facilitator, she leads a group of 10 OD-owners across the U.S.

Her career has had a grand impact on the optical industry—Dr. Helmus has lectured on practice management at Vision Expo, Heart of America Eye Care Congress, Great Western Council of Optometry, PERC, Academy of Ophthalmic Education and more. She’s also appeared on most eyecare-specific podcasts and has written articles for Review of Optometric Business. Yet, she is just as committed to serving her hometown, the Davis community.

SHE SAYS… “I see myself as an advocate for private practices in a challenging and dynamic business climate. If private practices can maintain reliable teams and systems, there’s freedom to innovate and expand.”


Lisette Sacks

Vice President, Brand + Creative
Eyemart Express
Farmers Branch, Texas

CHOSEN BECAUSE… “Lisette spearheaded the first transformation of Eyemart Express’ 34-year-old brand. Throughout the process, she strategically led her team to reimagine and modernize the company’s visual appeal across all internal and external touchpoints. Lisette also fosters a culture of openness and creativity, encouraging out-of-the-box thinking by challenging her team to ask how a task or project can elevate the brand and remain true to its legacy. This approach is instrumental in driving innovation with Eyemart Express’ rebrand and integrating diverse perspectives into the company’s impactful marketing campaigns that deepen connections among existing consumers and drive new business.”





Lisette Sacks joined the optical industry in 2019, though she has been collecting vintage and designer eyewear for about 12 years. Before taking on her role at Eyemart Express, she held the creative director title at several leading ad agencies, creating global campaigns, branding and more for companies including American Express, Facebook, General Mills and many more. Now, she leads Eyemart Express into a new era, helming a team that won two 2024 Telly awards for its recent See The Moment campaign.

Central to Sacks’ leadership style is the way she emphasizes empathy and cultural understanding, both for her own team and for customers. She explained, “Tapping into the overall culture and individual local communities allows us to appreciate diverse perspectives. This same cultural sensitivity has helped us build a dynamic and inclusive team where everyone’s input and perspective is valued and keeps us learning, growing and listening.”

Sacks continues to be inspired by the next generation of creatives in marketing and branding and their out-of-the-box thinking, as well as the many mentors she looks up to. She said, “I’ve learned from many people across the industry and in marketing and I think of them all as my personal board of directors—I go to each of them for different takes on my career path.”

SHE SAYS… “Don’t be afraid! Ask people in positions you admire for a phone call or a cup of coffee—even if they aren’t in your direct field of expertise. I’ve learned so much from informational meetings with people in finance, IT and other sectors unrelated to optical. It seems scary but we’re all just humans trying to learn and do our best. Most people are so happy to tell their story and help along the next generation. It’s always a win-win.”


Susan Shafer

Director, Global Corporate Communications
VSP Vision
Rancho Cordova, Calif.

CHOSEN BECAUSE… “Susan is an avid learner and builder who takes great interest in trying something new and succeeding at it. Her passion for strategic communications recently manifested in the development of VSP Vision’s first two social responsibility impact reports… When she’s not giving back within the organization, she’s often giving back in her community. She currently serves as a board member for the American Red Cross, California Gold Country Region.”





Susan Shafer joined the industry in 2011 with VSP, after spending time both in state government and on Wall Street. Through it all, Shafer has primarily focused on communications—today, she leads and works with two communications teams at VSP: the public affairs team and the corporate social responsibility team.

When Shafer came to VSP, it wasn’t because she was looking to work in eyewear specifically. She said, “I wasn’t looking for a job in the optical industry, I was looking for a job with a company that had a strong reputation and was committed to its purpose.” VSP fit those parameters perfectly, and Shafer now continues to bolster the company’s reputation and purpose firsthand. In particular, she is proud of her work with VSP’s Eyes of Hope Mobile Clinics, and volunteers at least once a year to help staff the clinics.

Her work has helped show the power and importance of good communications over the years, including during the pandemic. She said, “[Communications] was never more important than during the pandemic when people were scared, uncertain, and hungry for connection because we were physically removed from so many people in our lives. Our ability to communicate literally changed overnight, and I think at VSP we rose to the occasion. I played a very small part in that, but I’m proud of the work we did to evolve our communications and that continues to play out as we remain a distributed workforce.”

Shafer takes inspiration from many of the people she’s worked alongside, including VSP’s chief communications officer Pat McNeil and her VSP colleagues Kelly Freitas and Jill Novelo.

SHE SAYS… “See an opportunity? Take it. Don’t worry if you don’t have all the skills or knowledge to be successful on day one. Instead, take all that worrisome energy, and: 1) apply it to learning what you ‘think’ you don’t know, 2) surround yourself with smart colleagues who empower you, and 3) focus on the possible right now, not everything that could be or might be.”


Jennifer L. Stewart, OD

Founder and Visionary: Look New Canaan
Founder and Chief Vision Officer, OD Perspectives
Founder and Chief Vision Officer, Performance 20/20
New Canaan, Conn.

CHOSEN BECAUSE… “Look New Canaan is a completely innovative, brand new cold-start practice. Dr. Stewart focused on design, the patient experience and a high-end optical in this beautiful studio which has already been featured numerous times in optometric publications. She challenges ODs and business owners to change the status quo and build an authentic practice that supports them personally, professionally and financially.”





Dr. Jennifer Stewart founded her cold- start boutique optical studio, Look New Canaan, in February 2024, but it is just the tip of her iceberg. In addition to Look New Canaan, Dr. Stewart founded Performance 20/20, her sports and vision training business in 2015, and her consulting and advisory firm OD Perspectives in 2022. She is also an adjunct professor at NECO (New England College of Optometry), the professional editor of Jobson’s Independent Strong and a speaker/KOL (key opinion leader) for MacuHealth and CooperVision.

With such a full plate, Dr. Stewart finds inspiration everywhere. She said, “Just when I think I’ve done everything in the optometric/optical field, another amazing opportunity comes along. This industry is ever-changing, always adapting and there is always a way to learn, engage and be inspired. I’m also always inspired when I speak to and work with students.” In turn, she hopes her own career journey continues to inspire female optometrists in particular, showing them that they can continue to reinvent themselves and never settle.

Dr. Stewart finds support in the Optical Women’s Association and the many women she has met through the group, who she considers friends, colleagues and mentors. She said, “We have so many opportunities in eyecare to build and run a practice that is authentic to us—whatever that may look like. I truly love what I do and hope my story can inspire others to take a leap and find joy in their every day.”

SHE SAYS… “Find EVERY opportunity you can to connect, engage, ask questions, learn and network. So often the optometric/optical field can be a lonely space—but the real magic happens when you connect with others… I’m honored and thankful for all the friends and connections I have in all parts of the optical industry. It has made me appreciate how many people are out there working to help us be successful. Lastly, don’t do something the same way because that is how it has always been done. Listen to your gut, think differently, and take a chance! You never know what the outcome will be.”



Felicia Timmermann, OD, MS, FAAO

Senior Manager, Myopia Management
CooperVision
Miami, Fla.

CHOSEN BECAUSE… “Dr. Timmermann has truly devoted herself to fighting the rising myopia pandemic. She not only brings to CooperVision’s myopia management team her experience on the front lines of the fight against myopia but also her academic understanding of the health care landscape across the globe. As she engages with academics and professionals from her role at CooperVision through national educational initiatives, she maintains that credibility as an expert who has walked in their shoes in treating individual patients.”





Since graduating from the Illinois College of Optometry just a decade ago, Felica Timmermann, OD, has been busy furthering her career while helping to stem the current myopia epidemic. She currently holds the position of senior manager, myopia management, at CooperVision. “It has been a transformative decade within the optical field,” said Dr. Timmermann.

In April 2022, Dr. Timmermann transitioned to a full-time role as a member of the professional and academic affairs team at CooperVision in the sector of myopia management.

“In my current role, I have the great privilege to interact and collaborate with various personnel in the optical field. As a member of the PAA team at CooperVision, I’ve been provided a platform to connect with students, doctors, and other members of the eyecare team to generate greater awareness on pediatric eyecare and myopia management to institute this necessary care for children,” said Dr. Timmermann.

“The consistent expansion and evolution of the optometric field is inspiring since it contributes to a wider scope and impact on clinical outcomes. With a background in pediatric eyecare, it has been inspirational to see the monumental growth in research and treatment options for children that leads to a greater effect on their visual and ocular health. Either by sharing this knowledge or implementing it into practice, it is truly inspirational to change the outcome of so many pediatric patients.”

SHE SAYS… “My advice for women developing their careers in the optical industry is to never set limits for yourself. This is a dynamic and continuously accelerating field that provides the opportunity to grow and develop with it. With this growth, it allows one to incorporate and pursue keen interest to tailor your career that provides ultimate joy and fulfillment. When you enjoy what you do, it allows you to be the best version of yourself and invigorates that drive and motivation to only propel you further.”