Shutterfly adds Lonely Planet’s John Boris as CMO

Shutterfly Inc., Redwood City, Calif., appointed John Boris as senior vice president and CMO. Also, long-time Shutterfly executive Peter Elarde was named senior vice president, new business initiatives. Boris and Elarde will report to Shutterfly’s president and chief executive officer, Jeffrey Housenbold. Their appointments are part of a broader evolution of the company’s organizational structure that reflects its multi-brand strategy, the company says. 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.

“I am thrilled to welcome John to the Shutterfly Team,” says Housenbold, Shutterfly’s president and CEO. “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.

In his new role as senior vice president, new business initiatives, 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 CMO, he was vice president of the services business and vice president of product marketing. He also managed the successful integration of Tiny Prints and Wedding Paper Divas‘ marketing activities to create a multi-brand marketing organization.