Smith Optics
Aliza Taylor currently serves as the Global Associate Vice President of E-Commerce at Smith Optics, having joined the company in 2023 and also holding a position on the Global Executive Leadership Team. Aliza is responsible for the P&L across multiple brands' direct-to-consumer channels and oversees various functions including Performance Marketing, Organic Social, and Product Management, while leading a team of 18 employees. Aliza's prior experience includes roles such as Global Director of E-Commerce at Smith Optics, Head of E-Commerce for North America at Salomon, and Digital Experience Manager at Everlane, among others. Aliza's educational background includes a Master of Business Administration from UCLA and a BA in English Language and Literature from Rutgers University.
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Smith Optics
Based in Portland, OR, Smith Optics, Inc. was founded in 1965 with the creation of the first-ever goggle featuring a sealed thermal lens and breathable vent foam. In the early years, founder Dr. Bob Smith, an orthodontist by trade, made goggles by hand using dental tools, foam and glue. Before he struck a deal for manufacturing of Smith goggles in the late 60's, Smith would often trade his creations for lift tickets. These early prototypes were usually manufactured by Smith and friends around the kitchen table. Today, Smith Optics has become synonymous with innovative, durable, top-quality products in the eyewear and goggle market. The company is also recognized for its unparalleled team roster, which boasts some of the top names in biking, motocross, skiing, snowboarding, surfing, skateboarding and wakeboarding. Like many other companies, Smith utilizes team input as a key element of new product introductions. In addition, however, Smith athletes are actively involved in the development process for performance testing and coloration selection. We Make the Great Days Better.