Building Brand Awareness with John Sheldon, CMO of SmileDirectClub

The Next CMO

In this episode, we speak to John Sheldon, the CMO of SmileDirectClub, a leading provider of dental alignment solutions. We talk about how John built the marketing team to drive growth and build brand for Smile Direct Club.

SmileDirectClub was founded on one simple belief: everyone deserves a smile they love. We are the industry pioneer and the first direct-to-consumer medtech platform for transforming smiles. Through our cutting-edge teledentistry technology and vertically integrated model, we are revolutionizing the oral care industry. Our clear aligner treatment addresses the large and underserved global orthodontics market. An estimated 85% of people worldwide suffer from malocclusion, yet less than 1% receive treatment annually. Our goal is to improve penetration into this untapped market by democratizing access to a more affordable, convenient, and accessible solution for a straighter smile.

John Sheldon is the Chief Marketing Officer at SmileDirectClub. In this role, he focuses on delivering the best possible experience to customers in order to continue growing SmileDirectClub and reach more people searching for affordable access to a straighter and more confident smile. As the Chief Marketing Officer, John oversees all digital media, paid media, creative development, social media, communication tactics, and experiential initiatives for the brand. As a results-driven marketing leader, John continually builds a track-record of success and is a champion for creating strategic plans based on key insights.

John has a strong background in digital transformation and innovation across a range of industries. He previously served as Chief Revenue Officer of Fresh Direct, a food tech company and the Nolrtheast's leading online fresh food grocer. He was also the Senior Vice President of Innovation Portfolios for Mastercard driving innovation globally for the company, and the Head of Strategy at eBay Enterprises Marketing Solutions. He has launched and worked with dozens of digital-first brands and lead the strategy to bring many great brands into the digital ecosystem.

John earned a B.S. in Economics with a concentration in Finance from the Wharton School of the University of Pennsylvania.

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