ODMA Board


generic-image-1458120380_smlRobert is an Orthoptist with a Diploma of Applied Sciences from Sydney University. Following a career in ophthalmic and optometric equipment companies, in 2001 he formed his own company Optimed Pty Ltd and has been the Managing Director since that time.  Optimed Pty Ltd distributes an extensive range of diagnostic equipment and pharmaceuticals plus cutting edge laboratory technology including Canon’s suite of retinal cameras and OCTs. Robert joined the ODMA board in 2013 and was responsible for Equipment Company Member Representation and fulfilling one of the finance roles on the executive committee until he was elected unanimously to the Chair in November 2015.


generic-image-1290574506_smlAfter commencing work as a trainee Dispensing Optician at OPSM in 1960, Richard worked in various positions in that company until 1976. During this period he also became the Principal of the Guild of Dispensing Opticians Optical Dispensing Training Course and conducted this course for approximately 8 years.  Richard also became a lecturer in Optics on the Ophthalmology Part I Course at Sydney University during 1970. This position continues today however the Course is now titled “Masters in Visual Science”.  From 1976 to 1978 Richard was employed by SLE Medical, the then distributor of the first Ophthalmic Lasers, Phaco Emulsification and Vitrectomy systems in Australia. In 1978 Richard founded Designs For Vision Pty Ltd with two Optical Dispensing outlets.  The company changed to distribution of Ophthalmic and Optometric products in 1982 and eventually the dispensing practices were sold.
Designs For Vision today is one of the leading distributors of Ophthalmic and Optometric products throughout Australia and New Zealand.
Richard is the immediate past Chairman of the Optical Distributors & Manufacturers’ Association (ODMA) having served 10 yeras in the role; a Director of the Genetic Eye Foundation (GEF); a Director of the Bionic Eye Foundation and Vice-Chairman of the National Ophthalmic Suppliers’ Association (NOSA).


generic-image-1458121066_smlMark Altman commenced his ophthalmic career with OPSM in their Ophthalmic Instrument division in 1992, initially as a service engineer before moving to the role of Service manager, supporting OPSM’s internal optometric base and their instrumentation ophthalmology business across Australia and New Zealand.

After 6 years developing the OPSM Instrument service division, Mark moved into the sales environment, initially as product specialist promoting ophthalmic instrumentation to ophthalmology and private optometry, before taking on a national responsibility as product manager across Australia and New Zealand.

In 2003 Mark moved to Device Technologies, the largest independent medical distributor in Australia and New Zealand. At Device Technologies he has further developed his ophthalmic career as Business manager, being responsible for their Ophthalmic Diagnostic business across Australia and New Zealand.


generic-image-1290574575_smlLionel commenced work as an Optical Mechanic in an independent optometric practice in Melbourne in 1970. He went on to a series of  fitting laboratory and sales roles first at Optical Products and then at Hoya and Sola where he rose to be Production & Operations Manager having spent 2 of the interim years on international duthroughout Asia & South America servicing and installing optical laboratories.  He moved into optical frame wholesaling in 1986 with Silhouette Fashion Eyewear becoming National Sales Manager where he remained until 2000 when he set up his own company Mimo P/L. He is currently Managing Director & CEO. He has been an ODMA Director since 2003, is the Deputy Chair, is a member of the Remuneration Committee and fulfils one of the finance roles on the executive committee.


generic-image-1290574669_smlIn 1994 Phuong graduated with an MBA from Macquarie University. Phuong has over 30 years involvement in the Australian optical  industry since 1986. Phuong has experience in all Lenses related fields and a specific interest in M&A, Business Strategies and Project Management.

Phuong has played a key role in ODMA’s Start Your Own Practice Initiative and has had two spells on the ODMA Executive Committee (1991-1994) rejoining again in 2007. He has participated in all ODMAfairs since 1987. Phuong has contributed to all ODMA led industry wide initiatives – GST, Import Tariff submission, freight studies and members education.

Phuong is currently CEO/Country Manager of the Essilor Australia – New Zealand group which comprises of the following companies: Essilor Australia P/L, Essilor New Zealand P/L, Essilor Lens Australia P/L, City Optical P/L, Olab Optical P/L, TEC Optik P/L, Sunix Computer Consultants P/L and PSG P/L.  As well as being a member if Essilor International’s Asia Pacific Executive Committee.  Phuong is married with children.


generic-image-1458121231_smlWith a background in Chartered Accountancy and action sports retail, Brad took a role with Dragon’s South Pacific subsidiary based in Australia in 2002. He was directly responsible for the brand’s development across the Australian, New Zealand and Indonesian markets. Under Brad’s direction, Dragon established itself as a top two market share holder in the youth/action sports market in each of these countries. Brad has spent the past three years working for Dragon Alliance in San Clemente, California. In his role as SVP Sales / Marketing, Brad was responsible for overseeing the development and execution of Dragon’s global sales and marketing initiatives. Brad oversaw the restructure of the USA sales team as well the establishment of new structures to drive business in Brazil and Europe. During his tenure, Brad worked closely with Marchon formulating Dragon’s launch of its optical collection and also worked directly with Nike to launch its snow goggle line and SB Sunwear collection. On July 28th, 2015 Brad was appointed to the role as Country Director of Marchon Eyewear Australia/General Optical. Brad is responsible for the management and development of Marchon/VSP’s lines of business across Australia and New Zealand.  He was elected to the ODMA board in November 2015.


generic-image-1458120727_smlCraig began working at Safilo in 1982 and held several positions during his 13 years there –  from Customer Service, to warehousing to Sales before joining Hoya Lens Australia in 1995. After 13 years with Hoya, Craig became Managing Director of Rodenstock Australia where he stayed for 4 years before being woo-ed back By Hoya.

In 2012 Craig was appointed Managing Director at Hoya Lens Australia. Craig is undertaking  his MBA at present, and in 2016 will attend the AICD’s Company Directors course. He was elected to the ODMA board in November 2015.



Sean Rosenberg is the Managing Director of Frames Etcetera which he established in Perth, WA in 1996.  Frames Etcetera, continues to grow in size and reputation as one of Australia’s leading independent optical and frame distributors. With representation throughout Australia and New Zealand they aim to provide a comprehensive range of eyewear and spectacles at all price levels to cater for any budget.  Through exclusive distribution agreements, Frames Etcetera supply collections from some of the premier European designer brands.

Sean has particular expertise in the development of lifestyle brands to reflect changing fashions and emerging trends overseas.   He brings his knowledge and flair for optical fashion design as an important skillset to the board.   Sean  is the most recent director of ODMA having accepted an invitation to join the board in May 2016.  Sean’s special interest areas are ODMAFAIR and Optical Frame Standards.