[Techtaffy Newsdesk]

Shutterfly has appointed John Boris as senior vice president and chief marketing officer and Peter Elarde has been 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, says Shutterfly.

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 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. 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, 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.

[Image Courtesy: Shutterfly]