Interviews With the OWA's Board of Directors

When we share knowledge, we encourage collaboration and innovation. We learn from each other's experiences and insights, fostering personal growth and building collective intelligence within our community. Valuing both learning and sharing, I sought leadership advice from our leaders — the OWA Board of Directors — to share with OWA Connects readers. Bonus: book recommendations at the end!

Meet The Contributors

EXECUTIVE COMMITTEE

Lorie Lippiatt, OD President

OWA Member Since: 2004

Megan Molony Vice President, Professional Development Committee Chair

OWA Member Since: 2016

Janna Neal Secretary / Treasurer, Connection & Enrichment Committee Chair

OWA Member Since: 2018

Deb Bulken Immediate Past-President, Nominating Committee Chair

OWA Member Since: 2004

BOARD MEMBERS

Beverly Bianes, OD Board of Directors, Events Committee Chair

OWA Member Since: 2019

Trudi Charest Board of Directors, International Expansion Committee Chair

OWA Member Since: 2018

Kerri Ann DeCindis Board of Directors, Digital Marketing Committee Chair

OWA Member Since: 2016

Liz Friedfeld Board of Directors, Membership Committee Chair

OWA Member Since: 2012

Katie Lauver Board of Directors, Communications and Website Committee Chair

OWA Member Since: 2018

Susan Ludwick Board of Directors, Connection & Enrichment Committee Chair

OWA Member Since: 2021

Courtney Myers Board of Directors, Events Committee Chair

OWA Member Since: 2016

Christina Perraud Board of Directors, Professional Development Fund Committee Chair

OWA Member Since: 2016

Erika Plank Board of Directors, Membership Committee Chair

OWA Member Since: 2016

Q&A

Looking Back...

Knowing what you know now, what career advice would you give your younger self?

Do the things you think you can’t do. The moments that feel intimidating are often the ones that lead to the most growth. I would tell my younger self to expand her circle—surround yourself with people who inspire and challenge you. You learn so much by simply being in the room, listening, and contributing. Don’t wait to feel 'ready'. Take the leap—you’re more capable than you think. -Beverly Bianes, OD

My background in industrial design, fine arts and PR has shaped a unique approach to brand experience. Early on, I started to understand how valuable a blend of interdisciplinary strengths would be in business and communications. So, my advice would be: Don’t compartmentalize your skills or hobbies from your career, integrate them. The ability to think both strategically and creatively is a superpower in today’s landscape. Trust your creative instincts and lean into your interdisciplinary strengths. -Courtney Myers

What is the most impactful memory of your career being a leader? 

There isn’t just one memory; however, it’s the joy I’ve gotten over the course of my career investing in others as a coach, sponsor, or mentor, to help them along their journey to achieve their personal and professional  goals and aspirations.  It is by far the most rewarding aspect of being a leader. -Deb Bulken

Looking back, what most prepared you for your role as ‘Chief’?

Decades of listening more than speaking, making decisions with imperfect information, and learning to lead through influence rather than authority. But above all, it was the accumulation of small, often unseen moments—mentoring others, navigating setbacks, and staying curious—that shaped me into the leader I am today. -Megan Molony

On Team Building...

How do you best provide continued support for your team?

I support my team by being consistently present and actively listening. I believe it’s incredibly valuable to show your team that you genuinely want to hear from them and that their voices matter. Being approachable and attentive helps build trust and fosters open communication.

-Janna Neal

I make sure that I prioritize their needs over 'things'. It is a gut punch when someone starts a conversation with me by saying, "I know your busy....”. I reassure my team, I am always available to them to and being 'busy’ is just a consequence of the responsibilities I have (and as a result of never being able to say no!). Their needs are my priority and the speed at which we address issues, concerns, and worries, the sooner we can get back on the path to success. I think it is important to feel their struggle so I can be empathetic and authentic in providing them direction and support. -Deb Bulken

As a leader, how do you create a mission for your team and keep them fueled for success?

Define a clear and inspiring mission: Start by identifying the core purpose and values of your team. What do you aim to achieve? Make sure the mission is clear, concise, and inspiring. It should resonate with your team members and give them a sense of purpose. As an Optometrist in clinical practice, my aim was to provide the best eye care possible for my patients, and provide tools, education, and motivation for my staff to support that effort. As President of the OWA, my aim was to ensure the OWA mission was front of mind, while encouraging our team to 'Imagine' the OWA in new and exciting ways. -Lorie Lippiatt, OD

How do you best provide continued motivation and forward momentum for your team?

Breaking longer term objectives into short, achievable milestones, and making sure to celebrate those wins! It’s easy to get overwhelmed when working towards a broad strategy, so taking the opportunity to recognize progress along the way is key. -Christina Perraud

Setting realistic goals rooted in optimism and transparency! Celebrating wins both big and small. Pivoting if team goals aren't met. -Kerri Ann Raimo

My motivation style is rooted in genuine connection. I believe people thrive when they feel seen, trusted, and supported—both professionally and personally. I take time to understand what matters to each individual, recognize their unique strengths, and show them how essential they are to our shared success. Setting clear expectations from the beginning—especially around project scope—helps create alignment and purpose. When people understand the bigger picture, they’re empowered to contribute with confidence. I combine this with realistic goals, open communication, and regular touchpoints to listen, remove obstacles, and offer meaningful support. It’s through this consistent engagement that people feel invested, encouraged, and inspired to do their best work. -Liz Friedfeld

On Professional Development...

How has building your network helped you throughout your career?

Building my network has been one of the most powerful tools in every phase of my career—from being an optician to becoming Chief Sales Officer for an AI company in eyecare. Early on, connecting with mentors and industry leaders helped me gain knowledge, credibility, and confidence. As I transitioned into roles like corporate trainer, VP of Marketing & Training, and co-founder of a niche marketing agency, my network became a source of opportunity, collaboration, and inspiration. Relationships I built over the years opened doors to speaking engagements, partnerships, and even the chance to publish a best-selling book. In our industry, trust and reputation are everything, and a strong network keeps you both grounded and growing. -Trudi Charest

What has been most impactful for your own professional development?

One of the most impactful aspects of my professional development has been mentorship. I truly believe mentorship is invaluable—you never have all the answers, and having a strong network to exchange ideas with is essential. Regardless of where you are in your career, there’s always room to grow and learn from others. -Janna Neal

After more than 30 years in the industry and now stepping into the CEO role, my advice is rooted in both experience and reflection: Own your ambition without apology: Don’t wait for permission to lead. If you aspire to reach the executive level, say it out loud—to yourself and to others. Ambition is not arrogance; it’s clarity of purpose. Build depth before you climb: True leadership isn’t just about moving up—it’s about growing deep. Understand your business, your people, and your impact. The best executives are those who’ve taken the time to master the layers beneath them. Seek out the tough assignments: Growth rarely happens in comfort zones. Volunteer for the projects no one wants. They often come with the most visibility, the steepest learning curves, and the greatest rewards. Cultivate relationships, not just networks: Executive roles are as much about influence as they are about expertise. Build genuine relationships across functions and levels. People follow leaders they trust, not just those with titles. Stay curious and keep evolving: The business landscape is constantly shifting. Stay curious. Read widely. Ask questions. The most effective leaders are lifelong learners who adapt with grace and speed. Lead authentically: You don’t need to fit a mold to lead. In fact, the most powerful leaders I’ve known are those who bring their full, authentic selves to the table. Your unique perspective is your strength—own it. Lift as you climb: As you rise, bring others with you. Mentorship, sponsorship, and advocacy are not just responsibilities—they’re privileges. The legacy of a great leader is not just what they achieve, but who they empower along the way.

-Megan Molony

I always look forward to in-person industry events like Vision Expo because they provide the opportunity to deepen connections with so many individuals that I typically only communicate with virtually. In fact, it was a networking/raffle event at Vision Expo West that brought me to the Digital Marketing Committee almost a decade ago. Listening to, learning from, and highlighting the many inspiring individuals in the optical industry has played a pivotal role in my professional growth.-Kerri Ann Raimo

Building my network—having been in the industry for over a decade, I’ve made connections with people both inside and outside my organization that have provided mentorship, perspective, experiences and most importantly, fun! -Christina Perraud

On Clinical Work...

How has the OWA helped you as a clinician?

Being involved in the OWA and connecting with incredible women in the industry has truly elevated me as a clinician and leader. The OWA has pushed me out of my comfort zone to take on challenges I never imagined—creating impactful programs, hosting and moderating discussions, speaking on podcasts, and presenting in front of large audiences. These experiences have strengthened my confidence, improved my communication skills, and expanded my perspective, all of which have made me more effective in leading my clinic and serving my patients. -Beverly Bianes, OD

How did your clinical experience prepare you for your role in leadership?

My clinical experience as an optical manager provided a strong foundation for my transition into leadership, particularly on the vendor side of the industry. In that role, I managed both team dynamics and patient expectations, which taught me the importance of clear communication, adaptability, and strategic delegation. Wearing multiple hats in the practice—from handling front desk operations to overseeing optical sales and being a member of the clinical team—sharpened my ability to prioritize tasks, manage complex workflows, and stay focused on both patient care and business performance.

This hands-on experience gave me a comprehensive understanding of private practice operations and a deep appreciation for the challenges and needs of eyecare professionals. Because I lived and breathed the day-to-day realities of clinical practice, I was able to bring immediate value to my company by identifying opportunities for better systems and support structures. I created processes and solutions tailored to real-world pain points, which not only helped improve client satisfaction but also highlighted my strengths in business strategy and operational thinking. These contributions ultimately led to expanded leadership opportunities and allowed me to guide broader initiatives with insight, and a results-driven mindset.

-Katie Lauver

Starting as an optician gave me a deep understanding of patient care, front-line challenges, and the operational heartbeat of an optical practice. That clinical foundation taught me empathy, precision, and how to communicate effectively with both patients and professionals. As I moved into leadership roles, I was able to bridge the gap between clinical insight and business strategy. Whether I was leading sales teams, training programs, or marketing campaigns, my hands-on experience ensured everything we developed was practical, relevant, and truly impactful for those in practice. -Trudi Charest

My early years in the Optical industry were spent in a private practice co-ownership between two Ophthalmologists and two Opticians. I was very young with only entry level retail and fashion experience. I learned dispensing skills, lab skills and basic ophthalmology alliance principles, while using my retail and fashion knowledge to move their locations and frame assortments into a more modern era. The most important things that helped me in leadership were cross-functional communication across various disciplines and that patient centric care should be at the heart of every move. -Susan Ludwick

On Mentorship...

What advice can you share about the value of having a professional mentor who can provide an outside perspective on navigating your future?

I’ve been fortunate to have several mentors throughout my career—some formal, others who probably never realized the impact they had on me. The best mentors didn’t just give me answers; they asked the right questions. They challenged my thinking, helped me see around corners, and reminded me of my own potential when I couldn’t see it clearly myself.

As for outside perspective: it’s essential. We all have blind spots, especially when it comes to our own growth. Whether it’s a mentor, coach, or trusted peer, find someone who isn’t afraid to tell you the truth—kindly, but directly. And be open to hearing it. Sometimes the most pivotal shifts in our careers come from insights we didn’t expect, but desperately needed.

-Megan Molony

Throughout my career, I’ve been fortunate to have the support and guidance of a handful of influential mentors and advocates. That mentorship has looked different based on where I’ve been in my journey. In the early days, mentorship showed up in the form of career guidance, encouragement, and, when needed critical feedback. That has evolved into two-way dialogue about best practices and tactics for solving problems, respectfully challenging each other, and advocating for new opportunities to stretch into new areas for continued growth and development. I feel strongly that mentors and advocates are critical to professional success, which is why mentorship is a key attribute of my leadership style. Listening and understanding to the goals and aspirations of my team and peers, sharing my experiences, and asking questions to help others achieve their goals fills my cup in so many ways.

-Erika Plank

On Change...

How have you learned to embrace change and what is your advice to those who dislike change?

I’ve thrived in a constantly evolving media environment—merging earned, experiential, and social strategies and adapting to new platforms and audience behaviors. I’ve embraced change by viewing it as a creative challenge rather than a disruption. By staying rooted in brand values while flexing tactics. And by continuously learning—whether through new media formats or technology innovations. My advice to others is: always be learning and don’t be afraid to start small. Change doesn’t have to be seismic. Try one new tool, one new approach, or one new perspective. Reframe change as growth. It’s not about losing control it’s about gaining new capabilities. -Courtney Myers

In a time where the only thing constant is change, you can either choose to embrace change and harness the energy and learning that comes from it, or get left behind. For me, getting comfortable with change was one of the early things I focused on in my leadership journey. To do this, it’s taken a focused effort to challenge my own thinking and approach to solving problems—just because it’s always worked before doesn’t always make it the best solution. As a leader, some of my favorite conversations are the ones that start with, "What if...?" When we create space for these discussions, it can yield stronger engagement, an empowered team, and new opportunities to drive business results. -Erika Plank

I haven’t always embraced change easily, it's something I had to learn over time. As someone who identifies as Type A and tends to thrive on structure and control, stepping outside of what feels familiar has often felt uncomfortable. But through both personal and professional transitions, I’ve come to understand that change, while challenging, is often the catalyst for the most meaningful growth. What helped me shift was working on my mindset. Instead of resisting the unknown, I started to view change as an adventure that could lead to unexpected and beautiful outcomes. I realized that staying stuck in what’s familiar can sometimes mean missing out on what’s truly aligned. By focusing on the positives, reframing fear into curiosity, and remaining open to new possibilities, I’ve found greater ease and fulfillment through transitions. My advice to those who struggle with change is this: start by acknowledging that it’s okay to feel discomfort. Then, remind yourself that some of the best chapters in life begin with uncertainty. Cultivating a mindset rooted in optimism and trust allows you to lean into change rather than resist it. Growth lives on the other side of surrender. -Katie Lauver

On Leading...

How has your leadership evolved as you’ve advanced in your career?

My leadership style has always been rooted in positivity and collaboration. Over time, it’s evolved to embrace the value of recognizing and advocating for others’ unique strengths and diverse perspectives. I love seeing people shine and being recognized for their contributions. As their personal fulfillment grows, stronger results always follow. I aim to support others in ways that align with their goals—whether that’s offering time to reflect, providing clarity and encouragement, sharing strategic insights, or facilitating network connections that foster growth. Honesty and hard work have always guided me, and I lead with integrity, open communication, flexibility, and accountability, especially when I've caused confusion or slowed progress. By listening more and trusting others to contribute their strengths, I aim to foster a culture where people feel energized by their accomplishments and resilient through challenges. -Liz Friedfeld

What advice would you give to anyone who wants to grow into a leadership role?

Just knowing you want to grow into a leadership role is one of the first steps to making it happen! Start by asking yourself “why?” Why do I want to be a leader and why now? Once you have that defined, start by identifying the core skills and competencies good leaders demonstrate. Where do you still have opportunities to grow? Use every opportunity to build those critical skills now. Not sure where to start? Look at job descriptions and identify and meet with leaders you admire to learn about their path to leadership. While you’re growing yourself professionally, start focusing on build your professional network, identifying and engaging regularly with a mentor, and build your own personal plan to grow into a leadership role. Sometimes it takes time, so be patient, but do not give up on your goal. -Erika Plank

The advice I offer to others looking to grow in leadership is first: never stop learning. Take a course to broaden your thought processes, read a book out of your typical range, talk to those very different from your background. Always ask questions and truly listen. Leadership is different from management, those around you decide if they will be led by you and lift you up. -Susan Ludwick

About The OWA...

What are your most beneficial takeaways from serving as an OWA President?

It has truly been the honor of a lifetime to serve as President of the Optical Women’s Association. As I reflect on the past two years, what stands out most is the unwavering passion and dedication of our board members and committee volunteers. In a volunteer-driven organization like ours, it’s remarkable—and deeply inspiring—to witness how generously so many women give their time, energy, and expertise. That commitment is what powers the OWA’s success and drives our mission forward. The Optical Women’s Association exists to support and promote the professional development of women in the optical industry—through networking, education, and peer support. As President, I’ve had the privilege of witnessing transformational change in the lives of so many women—whether through career advancement, personal growth, improved life balance, or strengthened emotional well-being. These changes are the direct result of the programs, events, and community that define the OWA.

As we continue to expand our reach internationally, it is my deepest hope that we touch even more lives. At the heart of the OWA is the belief that when women support women—in every aspect of life and career—the results are powerful and enduring. When I encouraged members to imagine what the OWA could offer while remaining true to our mission, I never anticipated the depth of innovation and creativity that would follow. The tools, resources, and opportunities we've created together are nothing short of extraordinary. But above all, it’s the relationships—those meaningful, lasting connections formed through the OWA—that remain the true hallmark of our organization. For me personally, I will forever cherish the friendships built and deepened here. They are, and always will be, evergreen. -Lorie Lippiatt, OD

Without a doubt it is the friendships and learnings I have acquired over the years serving on the Board of Directors. As President, I realized the possibility to create meaningful change if you are passionate about your mission and surround yourself with likeminded individuals. Being available and vulnerable can make a huge difference in someone’s life and you should never minimize the power of connection. -Deb Bulken

Most Recommended Book...

• Beverly Bianes, OD: The Last Lecture by Randy Pausch and Jeffrey Zaslow

• Christina Perraud: Reset: How to Change What’s Not Working by Dan Heath

• Courtney Myers: Start With Why by Simon Sinek

• Deb Bulken: Anything written by Brene Brown

• Erika Plank: Thanks for the Feedback: The Science and Art of Receiving Feedback Well by Douglas Stone and Sheila Heen

• Janna Neal: Who Moved My Cheese?  by Spencer Johnson

• Katie Lauver: 212 The Extra Degree by Sam Parker and Mac Anderson

• Kerri Ann Raimo: All These Wonders: True Stories About Facing the Unknown by Catherine Burns

• Liz Friedfeld: Give and Take by Adam Grant

• Lorie Lippiatt, OD: Soul Keeping by John Ortberg

• Megan Molony: Emotional Intelligence 2.0 by Travis Bradberry

• Susan Ludwick: Start With Why by Simon Sinek

• Trudi Charest: Start With Why by Simon Sinek

What was your favorite take-away from this article? Let us know in the comments below!

Interviews performed by: Carissa Dunphy