Shutterfly to expand management team

Their appointments are part of a broader evolution of the company’s organizational structure that reflects its multi-brand strategy. 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 operating units.

As Shutterfly’s chief marketing officer, Boris will be 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 the company’s business in the Americas including retail sales, B2B, marketing and public relations, business development, online, mobile, logistics and back-office. Boris earned a Bachelor of Arts from Middlebury College and an MBA from the Stern School of Business at New York University.

In his new role as senior vice president, new business initiatives, Peter Elarde is responsible for evaluating, incubating, and developing new growth initiatives for the company, including the new Treat greeting card business.

Elarde, who joined Shutterfly in 2001, has held several roles at the company. Before serving as chief marketing officer he was vice president of the services business and vice president of product marketing. As chief marketing officer, 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.