Jenny Wiley, Director of Member Experience (503) 379-1527Learn more

Jenny Wiley

Prior to joining the PECAA Team in 2015, Jenny was leading multiple offices of a 10 location ophthalmology and optometry practice and has over 30 years of experience in the eyecare industry. She currently acts as PECAA’s Membership Manager and is also in charge of PECAA’s Cold Start Practice Program, helping Members in the process of opening cold with customized resources and educational materials. She also plays an active role in the PECAA Gives Program, helping to select and promote each year’s recipient around the Annual Meeting.

In her free time, Jenny enjoys college sports (Go Terps!), hiking in the Gorge with her dog, good beer, great bourbon and hanging with her children.


Member Services

Sara Campbell, Executive VP of Membership (503) 512-6094Learn more

Sara Campbell

Previously serving as PECAA’s primary membership salesperson, Sara now leads the Member Services and Sales teams for PECAA Max and HEA Advantage. She is able to user her 20+ years of hands-on industry experience to help Members utilize their PECAA membership benefits to the Max.

Based out of Louisville, KY, Sara enjoys the occasional trip to Churchill Downs and a good bourbon; “served neat, of course!”

Cindy Schmitt, Director of Member Engagement (503) 362-1651Learn more

Cindy Schmitt

Cindy has served as PECAA’s Member Services Manager since joining the team in 2012, and recently became the Education Coordinator in charge of all Member CE events. Cindy’s primary role at PECAA is to ensure the membership has 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 outdoor activities, crafting and spending time with family and friends!

Kristy Stone, Director of Member Education (971) 362-2866Learn more

Kristy Stone

Kristy started her career as a technician and worked her way up to area manager, working in all facets of a large eye care practice. She transitioned to working at a medical courier company and revenue cycle management company, but wanted to return to her optometry roots and now assists PECAA Members with their educational needs.

While not busy planning webinars or CE events, Kristy can be found playing board games with her fiance Chip, traveling or attending concerts.

Hailey Hall, Member Engagement Specialist (503) 731-7087Learn more

Hailey Hall

Hailey has a customer service background, previously having worked at Beaches restaurant and is finishing up her AA degree at Clark College. She is thrilled to be assisting Members and extending her coworker (and PECAA Member!) family.

Outside of work you can find her spending time with family and friends or enjoying her favorite outdoor activities including kayaking, hiking or sitting by the fire.

Lisa Hatter, Member Engagement Specialist (503) 427-1682Learn more

Lisa Hatter

Lisa first joined PECAA as the Accounts Receivable Clerk in 2021 and is now very excited to be helping members as part of the Member Engagement Team. Previously, she worked in the legal field and insurance industry for many years, working with and managing client cases. Lisa will be working in our accounting department handling members payments and billing.

In her free time, Lisa enjoys spending time with family and friends.  She recently built a house in the country and is looking forward to enjoying the outdoors.



Cathi Zerba, Vice President of Events (503) 928-6798Learn more

Cathi Zerba

Members always say; “Cathi puts on the best live-events in Optometry!” Cathi joined the PECAA Team in 2013 and organizes PECAA’s Signature Event each year… the Annual Meeting. In addition to the intricate process of planning a meeting for over 900+ individuals, Cathi also organizes PECAA’s workshops and acts as Office Manager for PECAA’s headquarters location in Portland, OR.

You can find Cathi on the golf course enjoying a glass of cabernet and soaking in the sun!


Member Business Advisors

Bryan Hoban, Executive VP & General Manager of Member Business Advisory (503) 805-5233Learn more

Bryan Hoban

Bryan began his work career as an analyst and junior loan officer at a community bank focusing on small businesses. Bryan escaped the banking industry and joined PECAA in 2012 and can now be found helping Members analyze their business. He enjoys working with the rest of the MBA Team to help PECAA’s Members understand and enact positive change in their practice.

Outside of PECAA, Bryan enjoys spending time with his wife and two kids, playing golf and playing guitar.

Teri Thurston, Billing & Coding Advisor (503) 850-8759Learn more

Teri Thurston

Teri is a revenue cycle professional with over 25 years of experience in the eye care industry. She has managed complex billing teams for ophthalmology and optometry practices. She has worked with various physicians to increase profitability, implement RCM efficiencies, and ensure billing compliance. She is passionate about supporting eye care professionals through billing and coding education.

Dianne Boulay, Billing & Coding Advisor (503) 917-4414Learn more

Dianne Boulay

Dianne has been in the optical industry for over 18 years. She started her career with LensCrafters as a general store manager and later as a regional director of training. She worked in private practice management for more than eight years, including at a PECAA member practice. Most recently, she worked at VisionWeb as an RCM account representative. She obtained her Certified Paraoptometic Coder certification from the AOA in 2021. Dianne works from her home office in Florida.

Shelby Wade, Marketing Business Advisor (503) 289-3986Learn more

Shelby Wade

Shelby recently joined PECAA as a Marketing Advisor, coming to the team with many years of experience in developing strategic marketing plans and field marketing initiatives to drive desired results. She is excited to connect with PECAA members and develop strategic plans for their own practices to flourish.

Outside of PECAA you can find Shelby searching for live music or new brews in Portland, hiking/camping with her dog Rudy or watching the Trailblazers game with friends!

Kayla Groves, Optical Business Advisor (503) 334-1027Learn more

Kayla Groves

Kayla is an accomplished professional with 17 years of experience in the optical field. Throughout her career, she has successfully managed and operated multiple optometry practices, including her own. With her extensive expertise, she has worked closely with hundreds of optometry practices, providing valuable guidance and support. In addition to her practical experience, Kayla holds a Ph.D. in counseling, further enhancing her ability to understand and address the needs of patients and professionals in the field. Combining her optical knowledge with her counseling expertise, she has developed educational programs that greatly benefit the industry. Notably, Kayla is the creator of the billing and coding certification course (OBCCP), a comprehensive program that equips individuals with the necessary skills to handle the financial aspects of optometry practices efficiently. She has also developed the Optical Management Certification Course (OPTMC), empowering professionals to oversee and optimize the operations of their practices effectively. Kayla’s dedication to the optical field, extensive experience, and commitment to education make her a valuable resource to our members.

Joel Daniel, Optical Business Advisor (503) 573-2270Learn more

Joel Daniel

Joel got his start in Optics with Pearle Vision back in 2004. Since then he has worked as an optical manager, optical trainer, district manager, and a vendor rep for some of the largest organizations in the industry. Joel has a passion for the industry, especially optical, where he has spent his entire career focusing on training and developing others, sales, merchandising, staffing, and leadership. In his spare time, Joel enjoys spending time with his wife and 3 sons. He also enjoys traveling, swimming, movies, fishing, sports, TV, music, and stand-up comedy.

Kathy Long, Business Operations Advisor (503) 850-9384Learn more

Kathy Long

Kathy has over 22 years experience in the eyecare industry. Prior to joining PECAA in 2015, she developed, implemented and managed many aspects of a practice including finance, operations, insurance, credentialing and I.T. She also directly participated in the planning and execution of 13 location remodels and 11 new, cold start offices and was responsible for the integration of over 25 practice acquisitions into the company’s HR, systems and processes. Kathy now serves as PECAA’s Accounting Manager working to bill Member practices, create and maintain budgets and monthly financials and to ensure the PECAA Team has everything they need to best serve Members.

Kathy is based out of Indianapolis, IN and enjoys a good cup of coffee, spending time with family and friends and staying up-to-date on pit bull rescues and fostering programs such as Roofus and Kilo or Best Friends Animal Sanctuary.


Vendor Partnerships

Alan Madland, Director of Vendor Development (503) 395-7765Learn more

Alan Madland

Alan, or more formally known as ‘Captain PECAA,’ joined the Team in 2015 and currently manages PECAA’s IncentivEYES Member Rebate Program. He works closely with PECAA’s Vendor Partners to collect sales reports and other data and organizes all of the reporting each quarter to consolidate rebates by cutting one check to Member practices. He is also PECAA’s informal ‘technology guru,’ often getting pulled into system improvement meetings and training the rest of the PECAA staff on how best to utilize their software.

You can most often find Alan with a cup of coffee in hand but when not working, he enjoys spending time with family and friends and working on projects in his yard.


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