The OWA would like to thank our generous Platinum Sponsors for all they do to support our organization and its mission to enhance and promote the leadership role of women in the optical industry. In our OWA Spotlight series, we feature female leaders from our Platinum Sponsors.
In this issue, we catch up with Eden Wexler, Director of PR & Communications at Safilo North America.
1. Thank you for taking the time to chat with the OWA. What is your current position, and what areas do you oversee at your company?
I am the director of PR & Communications for Safilo North America. My current role is focused primarily on the B2B ("3 Os") side of our business, working closely with the editorial and advertising teams of the various eyewear trade publications across the U.S. and Canada to promote Safilo and our 25+ eyewear brands with a 360-degree approach.
In addition to overseeing trade media planning and buying as well as corporate PR, I work closely with our brand management and global PR teams to promote launches and provide ongoing product publicity for existing collections and corporate PR initiatives. I serve as our in-house writer, editor, and proofreader, of sorts, and assist various departments on a range of writing and marketing projects in addition to overseeing PR event planning, logistics, and budgeting.
2. Briefly, what is your background + how did you grow into your current role?
The earlier part of my career was spent working at various PR agencies in New York City on a variety of prestigious beauty and fashion brands before joining Safilo USA in 1999 as the company's first full-time and in-house PR Manager, and later, as PR Director.
I quickly established the company's first in-house full-service PR department, working closely with accessories editors at the top fashion magazines, prop masters, wardrobe departments and product placement vendors on TV and film projects, as well as with celebrity stylists, to make sure that Safilo eyewear was present in the top media outlets and on the world's most famous faces.
To that end, I established Safilo's presence at many high-profile celebrity events over the years, conducting personalized eyewear fittings on thousands of celebrities. I parlayed this unique experience into a spokesperson role, conducting print and TV interviews as an eyewear industry expert for both Safilo and our former Solstice Sunglasses retail chain, for which I also oversaw the PR function.
In 2013, my role was elevated to a full concentration on B2B and corporate communications for our most important business unit (the 3 O channel), adding the PR responsibility for Canada and trade advertising for both countries, to my scope of responsibilities.
3. How would you describe your leadership style/focus?
I lead by example. I don't just do my job. I am the job and take my work very seriously with enthusiasm, dedication, and professionalism. I pride myself on having a pleasant, collaborative, and easy-to-work-with demeanor. I strive to make the people above me, beside me, and below me — shine. Communicated appreciation for the work is what personally drives me and, for this reason, I do my best to communicate appreciation for a job well done to those whom I work with on special projects or on my team.
If I had to classify my leadership style, I would say that that I lean towards being a democratic leader who is someone who asks for input and considers feedback from their team before making decisions. This way, team members feel their voice is heard and their contributions matter.
4. How do you mentor other women to grow into leadership roles?
I've always championed for those on my team who've proven themselves, informing upper management of an employee's strengths in order to help advance them in their careers. Along the way, I provide my words of wisdom, tricks of the trade, and examples taken from own work experiences, to help mentor and prepare employees for their next role. I also provide encouragement and a push to co-workers with suggestions and recommendations on how to take charge of their careers and move the needle forward.
5. What is your best tip for aspiring leaders to transition into this role in their careers?
I have a few tips: Never stop learning and adding new skillsets. Don't forget to be your own cheerleader and publicist. Develop strong industry relationships and share your results with your colleagues and your network, whenever possible. In PR, remember that you are only as good as your last placement (story or product feature).
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