Steiner said it has named Tom Frane as its vice president of sales, marketing and business development for North America. He will serve as general manager of the sporting optics firm, reporting to Dale Pratt, general manager of Burris Company.

Frane will be responsible for developing comprehensive strategic plans, sales and account management programs across key market segments including marine, hunting, outdoor, and military/law enforcement. He will also be the principal liaison between Steiner Germany and all US customers.

“Tom not only brings a great deal of knowledge of the sport optics industry, but most importantly, he brings his years of experience in strategic planning, sales and market analysis,” said Pratt in a statement. “We anticipate he will make significant contributions to the future growth of the Steiner product lines in the US market.”

Steiner also announced it has a new sales and marketing team. “With more dedicated manpower, we’ll be able to aggressively respond to market opportunities and challenges,” said Pratt.

The new team includes Chris Aruta, Steiner channel manager – Marine; Ross Gilsrud, Steiner channel manager – Hunting & Shooting; Michael Miller, Steiner channel manager – Specialty Retail; and Matthew Joyner, director of business development – Government/LE. Martin Noller was promoted to Steiner channel manager for key accounts - Hunting and Shooting Channel.

Dennis Phillips, who previously handled marketing for both the Burris and Steiner brands, will be dedicated to the Steiner brand with responsibility for advertising, collateral development, trade promotions, public relations, social media and web marketing.

Aruta, most recently an independent sales rep for Great Lakes Marine Marketing, has worked in the marine industry for 20 years. The new team will report to Frane.