Transitions Optical, Inc. has named Sherianne James director, global marketing and Patience Cook associate director, North America marketing, effective immediately.

“Transitions Optical has always been committed to programs that drive the strength of our consumer brand and grow the photochromic category,” said Paddy McDermott, president, Transitions Optical. “Sherianne’s and Patience’s robust marketing experience and deep knowledge of the Transitions® brand will help to continue to position Transitions® lenses as a highly recognized consumer brand and Transitions Optical as a technology and marketing leader in the optical industry.”

In her new role, James will develop the company’s global marketing and branding strategies to build the Transitions brand and grow the photochromics category, and provide leadership in global consumer and trade communications, ensuring that Transitions Optical’s marketing efforts support and align with the needs of customers.

James has been with Transitions Optical since February 2011, when she began her tenure as the director of global consumer and professional insights. Most recently, she held the position of director of North America marketing where she was responsible for the development and implementation of organizational marketing plans in the United States and Canada.

“We will develop programs that create significant demand for the Transitions brand, tapping into consumer interest in photochromic technology,” said James. “This demand will drive growth for the photochromic category and our customers. I’m excited to work with Patience, along with the rest of our global and regional marketing teams, to further refine and focus these efforts to create stronger overall growth in the photochromic category.”

Cook will assume responsibility of North America marketing, leading the team to develop and execute marketing programs that drive awareness and a deeper understanding of the benefits of Transitions® lenses to ultimately increase consumer intent to ask their eyecare professional about Transitions lens products.

Since joining Transitions Optical in 2006, Cook has held several positions on the marketing team. Most recently she served as global brand manager where she managed the redevelopment of the company’s brand and the Life well lit™ consumer and trade campaign.