Redwood City, CA—Shutterfly appointed John Boris senior vice president and chief marketing officer and also named Peter Elarde senior vice president, New Business Initiatives. Both will report to Shutterfly’s president and CEO, Jeffrey Housenbold.
Their appointments are part of a broader evolution of the company’s organizational structure that reflects its multi-brand strategy, said Housenbold. In January, Shutterfly named Karl Wiley, Greg Hintz and Cindy Wang as general managers of Shutterfly, Tiny Prints and Wedding Paper Divas, respectively, to lead strategy for those units.
“I am thrilled to welcome John to the Shutterfly team,” said Housenbold. “John brings proven leadership experience at marquee brands like Lonely Planet, Zagat, and 1-800-Flowers.com. His track record of deepening consumer engagement and brand loyalty will ensure that our customers will continue to be able to share, extend and cherish their everyday memories across the Shutterfly family of brands.”
As Shutterfly’s CMO, Boris is responsible for all facets of the company’s marketing efforts, including customer acquisition and retention, business development, brand marketing, creative services and corporate communications.
Boris brings more than 15 years of business, marketing and strategy planning experience to Shutterfly. He has held leadership roles at Zagat Survey, 1-800-Flowers.com and Fresh Direct. Most recently, he was executive vice president and managing director of Lonely Planet Americas, where he oversaw all aspects of its business in the Americas, including retail sales, B2B, marketing and public relations, business development, online, mobile, logistics and back office.
In his new role, Peter Elarde is responsible for evaluating, incubating and developing growth initiatives for Shutterfly, including the new Treat greeting card business. Elarde, who joined Shutterfly in 2001, has held several roles; before serving as CMO he was vice president of the services business and vice president of product marketing. As CMO, Elarde helped expand Shutterfly’s online marketing, direct mail and social media channels and extend its leadership in personal publishing with the introduction of simple path and custom path photo books. He also managed the successful integration of Tiny Prints and Wedding Paper Divas’ marketing activities to create a multi-brand marketing organization. shutterfly.com