Carl Zeiss SBE LLC, the sports optics division of Carl Zeiss AG, has promoted Barton Dobbs to its director of sales. Dobbs will assume a more visible and active role in the development and deployment of the sales strategy. He will report directly to Tom Andrews, the division’s vice president. “Barton has really stepped up during what was a pretty challenging 2016 season,” Andrews said. “There’s nothing he won’t take on, especially if it’s for the greater good of our dealer base and our overall brand. I really can’t say enough about what he brings to our organization and I’m excited to watch him step into this opportunity.” Prior to this promotion, Dobbs was responsible for sales and territory management for Zeiss Sports Optics in the West, Midwest, Northeast U.S. as well as Canada. He also managed key account development including five leading internet retailers; management of 35 independent sales representatives; coordination of special projects with industry-leading rifle manufacturers; and oversight of conservation groups with Safari Club International, Rocky Mountain Elk Foundation and the National Rifle Association. Carl Zeiss SBE is a developer of binoculars, rangefinders and spotting scopes with high-performance optics for outdoor use.