Member Engagement Team
Cindy Schmitt
Cindy joined the PECAA team in 2012. Her role as the Director of Member Engagement is to ensure PECAA members have an in-depth understanding of the programs and resources available to them.
Cindy now lives in Vancouver, WA but does miss the hours of sunlight she experienced while living in Alaska. In her spare time, she enjoys family, paddle boarding, writing and spending time with her sweet dog, Fender!
Lisa Hatter
Lisa joined PECAA in 2021 as an Accounts Receivable Clerk and quickly demonstrated her dedication to member service and operational excellence. Now a valued member of the Member Engagement Team, Lisa serves as a liaison between vendors and members, helping foster strong partnerships and ensuring a smooth experience for all involved. Her approachable nature and attention to detail make her a trusted point of contact within the PECAA community. Outside of work, Lisa enjoys spending time with family and friends, working jigsaw puzzles and watching crime documentaries.
Maureen Hughes
Maureen first joined HEA in 2020 as a Vendor Conversion Specialist. In 2024, she joined the PECAA Member Engagement Team and is very excited to help our members. Her previous work field has been in Customer Service for health insurance companies and banking.
In her free time, Maureen enjoys rural off-grid living in the mountains of Julian, CA with her husband, Ed and an abundance of wildlife.
Samantha Long
Info about Samantha coming soon!
Ramiro Torres
Ramiro Torres is a dedicated eye care professional with over 14 years of experience spanning sales, technical support and member engagement. He began his career at America’s Best, where he spent four years as a sales representative, developing a strong foundation in customer service and retail optics. Driven by a deep passion for the industry, Ramiro transitioned into private ophthalmology and optometry, serving as an optical technician for nearly a decade. His hands-on experience in clinical settings equipped him with a comprehensive understanding of patient care, optical technology and practice operations.
In 2025, Ramiro joined PECAA as a Member Engagement Specialist, leveraging his industry expertise to support independent ECPs, foster meaningful relationships and contribute to the growth and success of member practices. His commitment to excellence and genuine enthusiasm for the field make him a valuable asset to the PECAA community.
Education
Kristy Stone
Embarking on her 20th year in the optical industry, Kristy began her career as a technician and, eventually found herself working in all facets of a large eye care practice. Staying true to her optometry roots, she is thrilled to assist PECAA Members with all their educational needs.
While not busy planning our various education offerings Kristy can be found playing board games with her husband Chip, spoiling her French Bulldog Andre, traveling, or attending concerts.
Taylor Bodony
Info about Taylor coming soon!
Territory Account Managers
Jacqueline Dotson Thomas
With 38 years of experience in the optical industry, Jacqueline Thomas brings a wealth of knowledge, dedication and integrity to her role as a Territory Account Manager. She began her career as an accounting secretary for HMI Buying Group and has since held a variety of positions that have deepened her expertise and broadened her perspective. Jacqueline is passionate about helping PECAA and HEA members — and prospective members — recognize the value of the programs she represents. Known for being attentive, reliable and honest, she is committed to building lasting relationships and delivering meaningful solutions that support the success of independent eye care professionals.
JoAnna Burnett
JoAnna Burnett, in the eye care industry since 2007, brings a wealth of knowledge and heart to her role as a Territory Account Manager at PECAA. Throughout her industry tenure, she has passionately served private practice — first as an optician and optical lead and now by helping practices thrive through strategic support and relationship-building. JoAnna is driven by a personal mission to guide people to goodness and love them well — values that shine through in both her professional and personal life. She is especially passionate about sharing the benefits of PECAA Max membership to help practices unlock their full potential. Outside of work, JoAnna enjoys Indiana sports, serves as a worship leader at her church, treasures time with family and friends, and finds joy in gardening and caring for her plants.
Michelle Nichols
Michelle Nichols is a dedicated Senior Inside Sales Account Executive with over 20 years of experience in the optical industry, including 15 years in private practice and 6 years as a frame representative. A self-proclaimed optical nerd, Michelle brings deep industry knowledge, a consultative approach and a genuine passion for helping clients find the perfect solutions.
Outside of work, Michelle is a proud mom to three daughters — Addison, a college softball player at The College of Wooster, and Lenley and Zoey, both in high school. She shares her home with her husband Rusty, and their two beloved dogs, Willie and Bron. When she’s not working, you’ll find Michelle gardening, cheering on her favorite sports teams or spending quality time with her family.
Dave Halverson
David Halverson brings over 40 years of experience in the optical industry, including managing optical operations and owning an optical lab. Since 2019, he’s been with PECAA, leveraging his deep technical knowledge to support practices with tailored solutions and expert guidance.
Based in Southern California, David is known for his customer-first approach and strong industry relationships. Outside of work, he enjoys adventuring, mountain biking, and spending time with his wife and granddaughter, Gracie.
Hailey Schmitt
In the industry since 2021, Hailey is known for being people-focused and is passionate about delivering standout customer service. As the youngest member of her team, she is consistently ranked among the highest in sales performance, driven by a commitment to build strong relationships and deliver results. Outside of work, Hailey is always up for an adventure — whether it’s paddle boarding, skydiving or planning her next travel destination. When she’s not chasing thrills, you’ll find her relaxing with her husband and two dogs or enjoying a cozy night in with girlfriends.
Edna Munro
Edna Munro is the Sales Support Specialist at PECAA, bringing a wealth of experience in customer service, data management and process optimization. Her expertise was shaped by years in the fast-paced import/export industry, where she played a key role in achieving an ISO certification and streamlining operations. Edna thrives on finding practical solutions that make everyday tasks easier, allowing others to focus on what they do best. Edna’s goal is always to bring clarity, calm and collaboration to the workplace. Outside of work, Edna loves spending quality time with friends and family, especially when she gets to cook for them and share a good meal. Edna’s favorite way to unwind is watching old movies with her four-legged son curled up beside her.
