Jenny Wiley, Membership Manager & Cold Start Advisor (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

Cindy Schmitt, Member Services Manager (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 Looper, Member Education Specialist (971) 362-2866Learn more

Kristy Looper

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 Services Assistant (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.



Lexi Reeve, Marketing Manager (503) 607-8953Learn more

Lexi Reeve

Previously having filled the role of Sales Administrator at PECAA, Lexi now serves as PECAA’s Marketing Manager. She is pleased to be able to foster communication between PECAA and its current Members, as well as promoting PECAA to prospective Members in the form of press releases, industry publication advertisements and social media campaigns.

Lexi enjoys skiing in her spare time, playing with her two rescue dogs and discovering good sushi restaurants in Portland.

Matt Harvey, Marketing Coordinator (503) 764-1124Learn more

Matt Harvey

Matt joined the PECAA team at the start of 2021 after spending time as a marketer in the IoT and manufacturing space. With experiences in product messaging and marketing operations, he is excited to help PECAA continue to find new ways to engage and create value for its members, partners, and stakeholders.

When not in marketing mode, he enjoys playing golf, traveling, complaining about his favorite sports teams, and spending time with friends and family.



Kathy Long, Accounting Manager (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.

Lisa Hatter, Accounts Receivable Clerk (503) 427-1682Learn more

Lisa Hatter

Lisa recently joined PECAA as the Accounts Receivable Clerk. 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.


Member Business Advisors

Bryan Hoban, Manager (503) 379-1982Learn 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 daughter, playing golf and playing guitar.

Shelby Wade, Marketing 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, Billing & Coding Advisor (503) 334-1027Learn more

Kayla Groves

Kayla is a highly accomplished eye care professional with over 14 years of experience in the Optical industry. She has successfully run several Optometry practices, including her own private practice, and she has had the opportunity to work one-on-one with hundreds of Optometry practices. Kayla specializes in optometry billing and coding and can help you with all your billing and coding needs.

In her free time, she enjoys spending time with her family, traveling, and writing.


Business Development

Jamie Hughes, Senior Vice President & General Manager (503) 822-0304Learn more

Jamie Hughes

PECAA’s General Manager Jamie Hughes joined the Team in 2012 and does his best to ensure the PECAA staff has all of the tools, resources and support they need to take extraordinary care of our customers – PECAA Members. Jamie also works quite closely with PECAA’s Vendor Partners to ensure Members are getting the resources they need to propel their practices forward.

In his spare time (if he can find any!) Jamie can be found training for his next race, visiting family in Canada or spending time with his wife and two children.

Lance Anderson, OD, Vice President of Strategic Initiatives (503) 670-9200Learn more

Lance Anderson, OD

Dr. Anderson has been a practicing optometrist for 28 years and opened his own practice, Accent Eyewear, in Hillsboro OR in 1993. In 2007, he co-founded PECAA along with Dr. Bradley Smith and Dr. David Wolf. He has been an executive VP of PECAA since 2015 and currently serves as one of the Rev-360 Board of Directors. He looks forward to continuing PECAA’s efforts to develop industry relationships that benefit Member doctors, Vendor Partners, and PECAA headquarters.

While not working, Lance can be found on the golf course or exploring Oregon wine country with his wife Kelly and three daughters; Sloan, Marly and Abby.
Sara Campbell, Senior Manager, Partner Relations (503) 512-6094Learn more

Sara Campbell

Previously serving as PECAA’s primary membership sales person, Sara has transitioned to the Vendor Team and now works directly with PECAA Vendor Partners to bring even more benefits and offerings to the Membership. She is able to user her 20+ years of hands-on industry experience to help provide Members with valuable and unique partnership offerings.

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

Alan Madland, Business Development Analyst (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.

Libby MacFarland, Partner Relations Associate (503) 487-3619Learn more

Libby MacFarland

Libby recently joined the PECAA team again after working with one of PECAA’s Vendor Partners for the last few years. She comes to PECAA with over 7 years of experience in billing and coding and 2 years of experience in Quality Reporting. With her expertise in both areas of practice, Libby will be assisting PECAA Members in maximizing their Membership. While not at work, Libby enjoys spending time with her husband, daughter and dog. Outdoor adventures are one of her favorite activities to participate in!



Cathi Zerba, Event Planner (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!


Download Our Ultimate Checklist for Running a Successful Optometry Practice

This checklist will help audit key areas of your practice and guide you toward sustainable, long-term success and growth.

Please complete the following form to download the ultimate checklist for running a successful optometry practice


CooperVision is one of the world’s leading manufacturers of soft contact lenses and related products and services. Their products are sold in over 100 countries around the world.

Carl Zeiss Vision is an industry leader in lenses and coatings, delivered through a nationwide network of Rx Laboratories.

HOYA Vision Care of the Americas makes and supplies ophthalmic lenses to Eye Care Professionals located within the United States, Canada, and South American countries. HOYA supplies a complete range of high-quality lens designs, coatings, and materials.

Johnson & Johnson Vision

Johnson and Johnson Vision is an industry leader in soft contact lenses, including their globally recognized brand ACUVUE®.

Luxottica is an industry leader in the supply of frames & accessories, offering a robust portfolio of over 20 internationally recognized brands.

Safilo Group is the fully integrated Italian eyewear creator and worldwide distributor of quality and trust, a leader in the premium sector for sunglasses, optical frames, and sports eyewear.

VSP is a global leader in optical, offering the following lines of business: VSP® Vision Care (vision benefits and services), Marchon®and Altair® (sunwear and eyewear), Eye Designs (interiors and merchandising systems), and VSP Optics Group (ophthalmic products and lab services).